lost in translation:how to understand what your executives really need
TRANSCRIPT
Lost in Translation: How to Understand What
Your Executives Really Need
Marta Dalton
Breaking it down…
Purchasing/Merchandising
How much should I buy of this new product?
I’m forecasting for Q4 – what do I need to know?
How much should I buy of this new product?
What were the first 60-90 days sales of similar items?
What were the 60-90 day sales of similar items like at this time of year?
What’s the organic traffic look like for these kinds of products?
Are these items trending in search or social?
What’s the growth rate for this category?
What promotions will we be running for this new product – how much traffic will they drive & at what conversion rate?
How much should I buy of this new product?
What were the first 60-90 days sales of similar items?
What were the 60-90 day sales of similar items like at this time of year?
What’s the organic traffic look like for these kinds of products?
Are these items trending in search or social?
What’s the growth rate for this category?
What promotions will we be running for this new product – how much traffic will they drive & at what conversion rate?
Organic Traffic
Trending in Search or Social
Growth Rate for CategoryAdmin -> Content Grouping ->
General
Specific
Growth Rate for Category
NOTE: The categories are NOT backwards compatible!
I’m forecasting for Q4 – what do I need to know?
Will we be running any Q4 promotions? When, what, and what’s the expected conversion rate?
How has the conversion rate been trending this year compared to last year?
Are any of these “high browse” items?
If we stocked out last year during Q4 – how many more could I have sold?
What are the search & social trends that are big for this year’s Q4?
High Browse v1
Tip: Use Content Grouping for Products here!
High Browse v2
Tip: Use Content Grouping for Products here!
Stock outs
Post-stock outUnique Pageviews
Item 1 20,000 2.0% 400 Item 2 32,000 1.5% 480 Item 3 17,000 3.8% 646 Item 4 26,000 3.0% 780
Avg Q4 Conv Rate Potential Sales Lost
For even more accuracy, add-in:
• Site search traffic for each item
• Estimated Q4 promotion traffic
Sales
How are my customers performing online?
What are my prospects looking at online?
How are my customers performing online?
What products do they buy most & convert highest for?
What kinds of content do they engage with most often?
What pages are they visiting?
What are they searching for on our site?
At what rate do they abandon their carts?
Usernames Email Addresses Billing Info
The Power of Custom Variables
The Golden Rule:
You can’t track any Personally Identifiable Information
Account numbers
Rollup numbers
Sales ID of the assigned salesperson
Contact ID
Bottom Line:
As long as it’s identifiable in your system via secured access methods only, it’s
trackable
Use Segments to Group
By geographical region
By salesperson ID
By rollup code
Customer Service What kind of questions do customers have?
What products do customers have the most trouble with?
What kind of questions do customers have?
What queries bring them to our website?
What do they search for on our website?
From what pages do they search on our website?
What are the most popular organic landing pages?
What are the highest Exit rate and Bounce rate pages?
What kinds of self-help content are they consuming?
What kind of questions do customers have?
What queries bring them to our website?
What do they search for on our website?
From what pages do they search on our website?
What search terms lead to exits?
What are questions that trend with our brand/products?
What are the highest Exit rate and Bounce rate pages?
What kinds of self-help content are they consuming?
From what pages do they search on our website?
What search terms lead to exits?
What are questions that trend with our brand/products?
OR
OR
Track Self-Help Content with Event Labels
onClick="_gaq.push(['_trackEvent', ‘Type', ‘Download', ‘Title – Product - Industry']);”
What products do customers have the most trouble with?
What product pages do they visit most without converting?
What product pages do they spend the most time on?
What product pages do they exit from most often?
What products do customers have the most trouble with?
What product pages do they visit most without converting?
What product pages do they spend the most time on?
What product pages do they exit from most often?
What product pages do they visit most without converting?
…then just sort descending by Unique Pageviews
IT We’re replatforming – what do you need?
What are your current pain points?
We’re re-platforming – what do you need?
How many unique visitors (on average) per month?
How has that been trending? What do you expect over the next 3-5 years in terms of increases?
How many visitors at peak hour/day/month?
What kinds of devices do they use to access our site?
What browsers do they use to access our site?
What’s our current page load time – what do we need to fix to improve it?
Will this site have micro-sites or language versions?
What are your current pain points?
Where are customers accessing the site from – and what is their experience?
What pages are most frequently accessed via mobile?
What are the contributors to high page load?
Where are our crawl errors?
What are your current pain points?
Where are customers accessing the site from – and what is their experience?
What pages are most frequently accessed via mobile?
What are the contributors to high page load?
Where are our crawl errors?
Where are customers accessing the site from – and what is their experience?
Tip: This is another great
place to use content
grouping!
What pages are most frequently accessed via mobile?
For even more analysis, pick a different Mobile option and use PivotTables in Excel
Mobile Pages (cont)
SELECT ALL
Mobile Pages w/PivotTables
Marketing Is our SEM spend worth it?
What should we be spending per month on SEO services?
What pages should we redo on our site first?
Should we go mobile/responsive?
Are our third-party campaigns making money?
Is our SEM spend worth it?
What is the overall conversion? What about for each campaign?
What is the true estimated ROI?
What conversions does SEM influence?
What should my CPA target be? Does this differ across product lines or industries?
Is our SEM spend worth it?
What is the overall conversion? What about for each campaign?
What is the true estimated ROI?
What conversions does SEM influence?
What should my CPC target be? Does this differ across product lines or industries?
What is the true estimated ROI? You need three data points for this
Conversion Rate
Clicks from ads & ad spend
Lifetime Value
Use site average
…if you want to get fancy, check out https://blog.kissmetrics.com/how-to-calculate-lifetime-value/
Lifetime value (LTV)= margin * avg order value * # purchases/year * # years
clicks * conv rate * LTVROI =
ad spend
What should my CPC target be? If your life is easy…and a conversion is a sale
CPC < operating margin * LTV
CPC <Ad Conv Rate * Acceptance Rate * Close Rate * LTV * op margin
# forms per lead * # years
If you’re more like me…then a conversion can be a form fill and one conversion doesn’t equal one sale
On average, how many forms does a lead fill out in a year?
What % of those leads become opportunities?
What % of those opportunities close to sales?
What is the average LTV?
What should we be spending per month on SEO services? How much branded traffic does SEO provide?
How much revenue do our top keywords contribute? What’s the “true pain” of losing positioning on these?
How much revenue does SEO influence indirectly?
What percentage of new customers are brought in via SEO?
How engaged is my SEO traffic?
What should we be spending per month on SEO services? How much branded traffic does SEO provide?
How much revenue do our top keywords contribute? What’s the “true pain” of losing positioning on these?
How much revenue does SEO influence indirectly?
What percentage of new customers are brought in via SEO?
How engaged is my SEO traffic?
How much branded traffic does SEO provide?
Type out your Regular Expression and save it!
Should basically look like this…name|name|name|name
What’s the cost of losing position?
Estimate
Avg CPC * traffic from top keywords
Better Estimate
Avg CPC for category * traffic from keywords in category
Add up costs for categories
Best Estimate
CPC for each keyword * traffic from keyword
Add up costs for all keywords
Indirect Revenue
What pages should we redo on our site first?
What pages have the highest bounce rate and exit rate?
What pages have a high site search rate?
Which ones have a high mobile traffic to mobile exit rate?
What pages have the lowest or highest time on page?
Should we go mobile/responsive?
What is my current mobile traffic as a percentage of overall?
What is the growth rate for mobile traffic on my site?
How does mobile traffic convert compared to overall?
What is the bounce rate for mobile traffic?
How does my target audience use mobile?
Mobile Dashboard
http://bit.ly/BasicMobileDash
Are our third-party campaigns making money?
Track conversion by UTM source
Check recurring visits from third-party campaigns – what’s their long-term value?
UTM Parameters – URL Builder
UTM Parameters
Tip: Make your campaign name
unique so you can track over
time
Report links http://bit.ly/PPCdash1
http://bit.ly/PPCdash2
http://bit.ly/KeywordGroups
http://bit.ly/BasicMobileDash
Custom question report: http://bit.ly/SEOQuestionwords
Search Engine Watch conversion by browser: http://bit.ly/BrowserConversion
Peter Van Klinken’s Customer Behavior Report: http://bit.ly/KVKCustomerBehavior
Avinash Kaushik’s Content Efficiency Report: http://bit.ly/AKContentEfficiency