presents

Andy Miller - @andyjm101

Understanding Users with

Behavioural Sequencing

Andy Miller - @andyjm101

The Role of Online Content

Purpose How do we measure

Target keywords Organic Rank & Traffic

Build links Placements, link quality & rank

Build and engage with

an audience

Social engagements & Interactions

To communicate brand

& product value

?????

These are not customer centric KPIs

“Marketing is the process of communicating the value of a

product or services to customers, for the purpose of selling that

product or service”

Which is bad because:

How do we know whether we’re good marketers if we’re

not measuring our core function??!

@therustybea

rWhat’s the problem?

Clicks Users

@therustybea

rToo much time watching numbers go up

@therustybea

rWithout understanding the impact

@therustybea

r

Customers are

constantly

influenced by

content

The Customer Consideration Funnel

Pre

-Sale

sP

ost-

Sa

les

Macro

Goal

AcquisitionDriving high quality traffic to the

right contentCTR, CPC, Impressions, Visits...

Behavior Creating an optimal user journeyBounce Rate, Content Category

Engagement, Micro-Transactions...

ConversionImprove call to actions and an

intuitive purchase pathARPB, CPA, Revenue...

SatisfactionDriving customer happiness and

improving continuous

engagement

Single Login / remembering

preferences / Single Customer View

LoyaltyIncreasing LTV, give a reason for

for customers to be loyal

Repeat Purchase Rate, Multi-channel

Behavior, LTV

AdvocacyCreating an environment where

advocates are naturally created

Social Sharing, MGM Conversion,

Referring %

The Customer Consideration Funnel

Awareness

100 80 100 40 0

Propensity

to Convert

60 100 50

Life Time

Value 60

70

Recommends

to friends

The focus

of most of

analysis

1 543 2

The Customer Consideration Funnel

Awareness

100 80 100 40 0

Propensity

to Convert

60 100 50

Life Time

Value 60

70

Recommends

to friends

How

analysis

should work

15 4 3 2

Website Analytics: Understanding The Prospect/Customer

Engaging Users

Converting Users

Bouncing Users

Engaging Users

Converting Users

Bouncing Users

What the data says How we spend our time

Breaking down the conversion function

Micro Conversions

Macro Conversions

Marketing Analytics

@therustybea

rAnalyse the Users, not the Sessions

Page

Visit

Page

Visit

Page

Visit

SessionSession

User

Page

Visit

Page

Visit

Page

Visit

Session

Page

Visit

Session

Page

Visit

@therustybea

rSegmentation is the key!

“All data in aggregate is crap!”

- Avinash Kaushik

@therustybea

rLet’s look at an example

@therustybea

rFirst exposed to the blog & content conversion

Users

@therustybea

rFirst exposed to main site then viewed blog

@therustybea

rNo exposure to blog

@therustybea

rExposed to Content

● Blog not a good customer acquisition source

● Users who viewed the blog at some point converted 50% higher

● Users who viewed the blog at some point had a 20% higher average order

value

● If an additional 1,000 users were exposed to the blog then that would equate

to an additional revenue of £4,709 /mo (£56,508 /yr)

What behaviours can we actually use to

segment users

TrueCVR

TrueCVR

Visits CVR Visits TrueCVR

We have removed bounced sessions from the analysis.

THIS IS NOT A TIME TO PULL OUT THE CHAMPAGNE AS CVR HAS

INCREASED

What did we just do - TrueCVR

Engaging Users

Converting Users

Bouncing Users

This Year

5%

51%

44%

Engaging Users

Converting Users

Bouncing Users

Last Year

6%

72%

22%

Engaging Users

Converting Users 9%

91%

Engaging Users

Converting Users 8%

92%

This Year Last Year

TrueCVR

TrueCVR is not anything new

Its a way of framing an issue. Its like any other calculated metric - the

ability to view two trends opposing each other in a single view.

Remember Bounce Rate is an external quality indicator as well as a

website quality metric.

Content Groupings

@therustybea

rGroup types of Content or Campaigns

Organise your pages &

content into groups

Channel Groupings

@therustybea

rGroup Mediums & Sources according to campaigns

Organise your channels into

groups

ScrollDepth

Why ScrollDepth?

Time on Page

Time on Site

These are not indicators of

content performance.

We can understand better

how people engage with the

content is by looking at the

% scroll depth of a page

We then segment users on

how engaged they are

On Page Engagements

On Page Engagements

Track Everything!

PerVisitValue

Per Session Goal

Value

● Once you have setup multiple goals you

need to assign value

● How to assign value

○ 1: Understand the value of a user and

apportion average session

transactions value to each type of goal

○ 2: The Banana Scale

“If we can’t calculate an accurate value to compare apples and oranges on the website we might as

well use bananas”

What is Banana Scale

Signed up for

Newsletter

Scrolled past

40% in the blog

section

Viewed 2 or more

blog posts

Entered the

booking process

Filled in the

contact us form

207 10

5012

“If we can’t calculate an accurate value to compare apples and oranges on the website we might as

well use bananas”

Apportion back to user segments

Content

Campaign 1

Content

Campaign 2Social Traffic

Paid SearchViewed blog

327 573 433

629 864

How do we make all of this actionable?!

Understand the right content for campaigns & channels

Email PPC Offline

Social Display

Content!

Content Prioritisation & Mapping!

Keyword 1

Keyword 2

Keyword 3Landing Page 1

Keyword 4

Keyword 5

Keyword 6

Keyword 7

Keyword 8

Keyword 9

Keyword Data

Landing Page 2

Landing Page 3

Landing Pages User Behaviour

User

Intent

The Customer Consideration Funnel

Pre

-Sale

sP

ost-

Sa

les

Macro

Goal

AcquisitionDriving high quality traffic to the

right contentCTR, CPC, Impressions, Visits...

Behavior Creating an optimal user journeyBounce Rate, Content Category

Engagement, Micro-Transactions...

ConversionImprove call to actions and an

intuitive purchase pathARPB, CPA, Revenue...

SatisfactionDriving customer happiness and

improving continuous

engagement

Single Login / remembering

preferences / Single Customer View

LoyaltyIncreasing LTV, give a reason for

for customers to be loyal

Repeat Purchase Rate, Multi-channel

Behavior, LTV

AdvocacyCreating an environment where

advocates are naturally created

Social Sharing, MGM Conversion,

Referring %

Thanks for Listening

Andy Miller

Digital Consultant

@andyjm101