O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Bootcamp 2015: Optimizacija konverzije in prihodkov

386 visualizações

Publicada em

How to use growth hacking methods to optimize your revenues and profits on your website.

Publicada em: Educação
  • Seja o primeiro a comentar

  • Seja a primeira pessoa a gostar disto

Bootcamp 2015: Optimizacija konverzije in prihodkov

  1. 1. Andraž Štalec OPTIMIZACIJA KONVERZIJE IN PRIHODKOV
  2. 2. GROWTH HACKING
  3. 3. Dreaming about Growth hacking
  4. 4. Growth hacking in Real life Obdobja kjer je napredek minimalen Obdobja velikega napredka
  5. 5. How to do it? MEASURE ANALYZE OPTIMIZE DELIVER RESULTS
  6. 6. CONDUCT A BUSINESS OVERVIEW
  7. 7. REVENUE 2,0 M REVENUE PER VISITOR 1,00 € AVERAGE ORDER VALUE 50,00 € AVERAGE QUANTITY 2,00 AVERAGE PER UNIT PRICE 25,00 € CONVERSION RATE 2,00 % NUMBER OF STEPS AVERAGE COMPLETION RATE VISITORS 2,0 M USER AQUISITION 1,5 M USER RETENTION 33 % Ecommerce revenue streams
  8. 8. REVENUE 1.000 € REVENUE PER VISITOR 1,00 € AVERAGE ORDER VALUE 100,00 € AVERAGE QUANTITY AVERAGE PER UNIT PRICE CONVERSION RATE 1,00 % NUMBER OF STEPS AVERAGE COMPLETION RATE VISITORS 1.000 USER AQUISITION USER RETENTION Ecommerce revenue streams
  9. 9. MINIMAL SUCCESS VOLUME ~ 10.000 VISITORS
  10. 10. PROFIT REVENUE COSTS COGS CPA CPC CR OTHER COSTS Ecommerce profitability
  11. 11. PROFIT REVENUE 10 € COSTS COGS CPA 10 € CPC 0,10 € CR 1 % OTHER COSTS Ecommerce profitability
  12. 12. FIND WEAK POINTS
  13. 13. REVENUE 2,0 M REVENUE PER VISITOR 1,00 € AVERAGE ORDER VALUE 50,00 € AVERAGE QUANTITY 2,00 AVERAGE PER UNIT PRICE 25,00 € CONVERSION RATE 2,00 % NUMBER OF STEPS AVERAGE COMPLETION RATE VISITORS 2,0 M USER AQUISITION 1,5 M USER RETENTION 33 % Ecommerce revenue streams
  14. 14. Funnel Visualization Zakaj toliko uporabnikov zapusti košarico? Ali uporabniki spreminjajo vsebino košarice? Kako jim lahko olajšamo uporabniško izkušnjo?
  15. 15. Where should you spend your efforts?
  16. 16. Goal Flow 21 % uporabnikov se iz podatkov o dostavi vrne na pregled košarice. Kaj je vzrok? 18 % uporabnikov se iz povzetka naročila vrne na izbiro metode plačila. Kaj je vzrok?
  17. 17. REVENUE 2,0 M REVENUE PER VISITOR 1,00 € AVERAGE ORDER VALUE 50,00 € AVERAGE QUANTITY 2,00 AVERAGE PER UNIT PRICE 25,00 € CONVERSION RATE 2,00 % NUMBER OF STEPS AVERAGE COMPLETION RATE VISITORS 2,0 M USER AQUISITION 1,5 M USER RETENTION 33 % Ecommerce revenue streams
  18. 18. Aquisition Overview Kako je porazdeljen obisk med kanale? Google AdWords ima najvišji CR in najnižji BR
  19. 19. Mobile Usage
  20. 20. REVENUE 2,0 M REVENUE PER VISITOR 1,00 € AVERAGE ORDER VALUE 50,00 € AVERAGE QUANTITY 2,00 AVERAGE PER UNIT PRICE 25,00 € CONVERSION RATE 2,00 % NUMBER OF STEPS AVERAGE COMPLETION RATE VISITORS 2,0 M USER AQUISITION 1,5 M USER RETENTION 33 % Ecommerce revenue streams
  21. 21. Shopping Behavior Analysis Zakaj si 72 % uporabnikov nikoli ne ogleda izdelka? Segmentacija po napravi, tipu uporabnika itd.
  22. 22. Top Landing Pages
  23. 23. Top Exit Pages
  24. 24. Behaviour Flow Najbolj obiskana spletna stran ima visok Exit rate
  25. 25. In-Page Analytics Podpovprečen CTR Fold-line za 95 % uporabnikov
  26. 26. Site Search
  27. 27. REVENUE 2,0 M REVENUE PER VISITOR 1,00 € AVERAGE ORDER VALUE 50,00 € AVERAGE QUANTITY 2,00 AVERAGE PER UNIT PRICE 25,00 € CONVERSION RATE 2,00 % NUMBER OF STEPS AVERAGE COMPLETION RATE VISITORS 2,0 M USER AQUISITION 1,5 M USER RETENTION 33 % Ecommerce revenue streams
  28. 28. Most valuable sources
  29. 29. Most valuable user category
  30. 30. Optimize for all stages of CDJ PERSUASIONAL LANDING PAGES TRANSACTIONAL CONVERSION PAGES INTERIOR PAGESINFORMATIONAL DO THINK SEE
  31. 31. BUILD IMPROVEMENT PLAN
  32. 32. EXPERIMENT GOALS Raise CTR on Suggested Items OPTIMIZATION GOALS Increase APV BUSINESS UNIT GOALS Improve RPV COMPANY METRIC Increase revenue
  33. 33. LIFT model
  34. 34. Building Improvment Plan
  35. 35. PIE Framework Analitika & podatki s trga Tehnično & „politično“ Obisk & stroški EASE IMPORTANCE POTENTIAL
  36. 36. Building Improvment Plan
  37. 37. CRO KOT PROFITNO MESTO
  38. 38. Projected Incremental Value = (RPV of winning variation x expected traffic over a given period) - (RPV of original x expected traffic over same period) Izračun povečanih prihodkov VISITORS 100 K REVENUE PER VISITOR 1,00 € REVENUE PER VISITOR 1,50 € REVENUE PER VISITOR 1,00 € REVENUE PER VISITOR 1,50 € ADDITIONAL REVENUE 50.000 €
  39. 39. Tradicionalni Redesign spletne strani Tehnologija, pričakovanja uporabnikov & najboljše spletne strani Vaša spletna stran 4 leta med prenovo 4 leta med prenovo Vrzel
  40. 40. Evolucijski Redesign spletne strani Nenehen napredek v uporabniški izkušnji in designu
  41. 41. Hvala andraz.stalec@red-orbit.com Red Orbit, Jožeta Jame 12,1000 Ljubljana, Slovenia W: www.red-orbit.com |E: info@red-orbit.com | T: +386 (0)590 75 680

×