Top Banner
Holistic Conversion Optimization Sam Stals Online Marketing Consultant, Wijs @Sam_stals @vreewijs [email protected]
39

Conversion day holistic conversion optimization

Jul 18, 2015

Download

Technology

Sam Stals
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Conversion day   holistic conversion optimization

Holistic Conversion OptimizationSam StalsOnline Marketing Consultant, Wijs

@Sam_stals

@vreewijs

[email protected]

Page 2: Conversion day   holistic conversion optimization

Work work work.

Page 3: Conversion day   holistic conversion optimization

Execution optimization tactics

Result on CPC performance.

Page 4: Conversion day   holistic conversion optimization

Result on global performance.

Execution optimization tactics

Page 5: Conversion day   holistic conversion optimization

So what was the problem?

Page 6: Conversion day   holistic conversion optimization

Effort & Timing

Result

Easy peasy Hardcore

Meh

$$$$

Optimization fatigue.

Page 7: Conversion day   holistic conversion optimization

The Shane Battier effect.

Page 8: Conversion day   holistic conversion optimization

Simplicity & limited data.

Page 9: Conversion day   holistic conversion optimization

How do we optimize the entire online presence?

Page 10: Conversion day   holistic conversion optimization

Map your touch points.

Page 11: Conversion day   holistic conversion optimization

Map the different media touch points.

Page 12: Conversion day   holistic conversion optimization

Direct

AdWords

TV����������� ������������������  

Organic

Remember: we’re living in a multichannel world.

Page 13: Conversion day   holistic conversion optimization

What about the impact from online marketing on offline marketing (and vice versa)?

Page 14: Conversion day   holistic conversion optimization

Is it possible to get a complete overview?

Page 15: Conversion day   holistic conversion optimization

No. It is not. Not yet at least.

Page 16: Conversion day   holistic conversion optimization

But we can start.

Page 17: Conversion day   holistic conversion optimization

Awareness Appreciation Action Advocacy

Search

Television

Radio

Advertising

Mailings

Social

Page 18: Conversion day   holistic conversion optimization

Advocacy Action

Awareness Appreciation

Owned

PaidEarned

Page 19: Conversion day   holistic conversion optimization

Facebook pageLinkedIn company page Twitter accountOwned

Paid

Earned

Awareness Appreciation AdvocacyAction

Organic Search Word of Mouth

Natural Search Referrals

Natural Search Referrals

Natural Search Referrals

AdWordsDisplay ads op Nieuwsblad, De Standaard, De Morgen, GVA & HBVLFacebook AdvertisingLigatus Advertising

Facebook AdvertisingLinkedIn Advertising

Google RemarketingFacebook Exchange LinkedIn advertisingCatalogues

Facebook Advertising

WebsiteFacebook Page LinkedIn company page Twitter account Folders

Facebook page LinkedIn company page Twitter account

WebsiteFolders

Page 20: Conversion day   holistic conversion optimization

Attribution Modelling.

Page 21: Conversion day   holistic conversion optimization

Visualize top - middle and bottom of funnel.

Page 22: Conversion day   holistic conversion optimization

Combine funnel with conversion data.

Page 23: Conversion day   holistic conversion optimization

Use data & knowhow.

Page 24: Conversion day   holistic conversion optimization

F*ck big data, use small data.

Conversion data

Acquisition data

Behavioral data

Technical data

Demographic data

Referral data

Cost data

Offline data

Page 25: Conversion day   holistic conversion optimization

Marketing, UX design, IA & long term strategy.

Page 26: Conversion day   holistic conversion optimization

Work work work_v2.

Page 27: Conversion day   holistic conversion optimization

Practice makes perfect.

Page 28: Conversion day   holistic conversion optimization

‣ First interactions.

‣ Organic & CPC are important for first interactions

Aantal  van  Medium

Medium Total  Entries

(none) 1343

compare 211

cpc 576

email 209

organic 2282

referral 269

Eindtotaal 4890

Source: Pivot table combining landing pages + medium as secondary dimension

Top of marketing funnel.

Organic & CPC

Page 29: Conversion day   holistic conversion optimization

Middle of marketing funnel.

Direct !

Organic !CPC

!Mailings

Source: Pivot table combining top conversion paths with revenue per conversion

Page 30: Conversion day   holistic conversion optimization

‣ Last interaction before a sale.

Source: Model Comparison Tool, Last interaction model

Direct & Mailings

Organic & CPC

Organic, CPC, Direct & Mailings

Bottom of marketing funnel.

Page 31: Conversion day   holistic conversion optimization

Awareness Appreciation Action Advocacy

Organic traffic

CPC traffic

Direct traffic

Mailings

Page 32: Conversion day   holistic conversion optimization

Imagine the possibilities.

Page 33: Conversion day   holistic conversion optimization

Key take-aways.

Page 34: Conversion day   holistic conversion optimization

Map online and offline media touch points.

Page 35: Conversion day   holistic conversion optimization

Attribute the correct weight to each touch point.

Page 36: Conversion day   holistic conversion optimization

F*ck big data. Use small data instead.

Page 37: Conversion day   holistic conversion optimization

Use knowhow from different profiles.

Page 38: Conversion day   holistic conversion optimization

Do not underestimate assisting channels.

Page 39: Conversion day   holistic conversion optimization

Thanks!Sam StalsOnline Marketing Consultant, Wijs

@Sam_stals

@vreewijs

[email protected]