Andraž Štalec is the CEO and Co-founder of Red Orbit, one of the leading digital performance agencies in Adriatic region. He is focusing on optimizing digital performance with strong focus on business goals.
14. VGL BRAND WLTM CONSUMERS
WITH GSOH FOR LTR
VGL - Very Good Looking
WLTM - Would Like To Meet
GSOH – Good Sense Of Humour
LTR - Long Term Relationship
25. Micro & macro conversions matrix
NEW FOLLOWERS
GALLERIES BROWSED
REVIEWS & RATINGS
EMAIL SIGNUPS
SOCIAL ACTIONS
VIDEOS WATCHED
BOOKING
CONTACT FORMS SUBMITTED
CATALOGS DOWNLOADED
INFO REQUESTED
Long term
Short term
Medium term
DO
THINK
SEE
26. DOTHINKSEE
Cost per Acquisition
Bounce rate
Checkout Abandonment rate
Revenue
Macro conversion rate
CTR
Page Depth
Engagement Micro conversion rate
% of New Visitors
Reach & Frequency Events per Visit
Days to Convert
% Assisted conversions
Define metrics for all stages of CDJ
36. 38,64 %
29,11 %
11,79 %
10,79 %
6,64 %
1,42 %
1,40 %
Organic
Paid
Referral
Direct
Email
Social
Display
Income by digital channel
Ecommerce trends 2015, Red Orbit
37. MAJORITY OF „LAST CLICK“ CONVERSIONS
ARE MADE VIA BRANDED TRAFFIC
BUTOTHER CHANNELS LIKE NON-BRANDED TRAFFIC,
SOCIAL MEDIA AND DISPLAY NETWORK
PLAY CRUCIAL ROLE
AS ASSISTED CONVERSIONS
47. 1
2
3
40 % OF VISITORS
visit webiste more than 5 times before they purchase
33 % OF TRANSACTIONS
happen within a day
54 % OF VISITORS
visit webiste more than once before they purchase
4 14 % OF PURCHASE CYCLES
last more than 7 days
How do buyers
BEHAVE
50. 0,44 %
0,78 %
All visitors
Visitors who clicked on a specific Ad
Influence of ad content on conversions
51. 1,58 %
1,97 %
Visitors who came through channel A
Visitors who came through channel B
2,44 %
Visitors who came through channel A and B
2,81 %
Visitors who came through channel A and C
Influence of digital channels on conversions
64. TARGET GROUP GOAL USER NEED MESSAGE
DIGITAL
CHANNELS
TARGETING KPIs CONTENT
Digital Marketing Framework
65. DOTHINKSEE
People who use our, similar
or substitute products
People who use our, similar
or substitute products and
are THINKing they need a
new product
People who use our, similar
or substitute products, are
thinking they need some &
are looking to BUY THEM
RIGHT NOW
Target group
71. DOTHINKSEE
Reach & Frequency
Brand Search
% New Visits
Number of mentions
Number of leads
Engagement
Page Depth
Assisted conversions
CTR
Revenue
Conversion Rate
Profit
KPIs
74. Adaptation of advertising
THINK 1
2
3 ENGAGEMENT WITH A BRAND
CREATIVE WHICH
ENCOURAGES RESEARCH
4 BUILIDNG RELATIONS
SPECIFIC TARGETING
Interest, In-market, topics based
81. +159 %
+17 %
+95 %
+122 %
+127 %
+14 %
Revenue
Sessions
CR
Per Session Value
Transacions
Average Order Value
Cost per transaction- 46 %
YTD results (2014 vs 2013)