This document discusses 5 common false assumptions about online traffic and digital marketing:
1) That users searching for a brand will necessarily buy from that brand.
2) That direct traffic doesn't bring the most qualified users.
3) That generic search traffic will last forever.
4) That market maturity doesn't matter.
5) That user intent can be defined from just the search query.
It provides recommendations to analyze business metrics and user behavior more deeply to improve digital marketing strategies.
2. Working in
digital since
1995
Spoke at 100+
international
events
20 digital
marketing
experts
Europe’s #1 marketing &
growth retreat
Working cross
Europe
10. But then sometimes all this results in totally unexpected results
Productbrandsusersaresearchingfor
Productbrandsusersarebuying
Nike
Adidas
Salomon
Nike
Adidas
Salomon
11. We were so wrong
0%
brand stickiness
25%
brand stickiness
50%
brand stickiness
Productbrandsusersaresearchingfor
Nike
Adidas
Salomon
Nike
Adidas
Salomon
12. Because we fail to see behind the standard reports.
MOST FAILURES ARE NOT EVEN CAUSED BY PPC
CHALLENGES, BUT BECAUSE OF BAD ASSUMPTIONS
13. IT’S TIME TO DIVE DEEPER AND TO UNDERSTAND WHAT IS
REALLY HAPPENING.
15. Use this report to ….
Sitelink extensions
For brands with low stickiness include
secondary brands as Sitelink extensions.
Dynamic remarketing
Promote the products users are actually
enggaging with on the website.
Estabilsh RLSA
On brands that are „stilling“ most of the
conusmers from the primary brand.
Research low stickiness
Do you have enough products on stock?
Are your prices compepative?
21. We’ve seen a decrease in Paid Search revenues of up to 80 %!
GENERIC SEARCH IS IN RAPID DECLINE
22. Search is behaving strangely
FREE FALL
Decrease in generic
Branded steady
BRAND TAKING
OVER
Decrease in generic
Increase in branded
GENERICS RULE
Increase in generic
24. Market maturity stages and Search
https://www.red-orbit.com/blog/the-decline-of-generic-search-and-how-to-save-your-brand
25. 12 types of search users
Sights in
London
Sights in
London
Sights in
London
Sights in
London
Sights in
London
Sights in
London
Sights in
London
Sights in
London
26. Ecommerce performance by User Transactions
E-commerce trends 4/2018, Red Orbit
0%
20%
40%
60%
80%
100%
Users w/ 1 transaction Users w/ 2 transactions Users w/ 3 transactions Users w/ 3+ transactions
Transactions Revenue per user
27. 12 types of search users
https://www.red-orbit.com/blog/12-types-of-google-search-users
28. 98 % OF USERS WILL LEAVE A WEBSITE
BEFORE BOOKING A FLIGHT
29. IS THERE A PATTERN THAT GUARANTEES BETTER
RESULTS?
42. HUGE win for us and the client
increase in revenue higher conversion
rate
lower costs of
advertising
84% 143% 28% 96%
increase in
transactions
43. Where you are on the market maturity curve
defines how you do marketing.
MARKET MATURITY MATTERS
44.
45.
46. Monthly search volume comparison
1,830,000
673,000
673,000
368,000
301,000
201,000
60,500
49,500
49,500
49,500
22,200
18,100
14,800
14,800
14,800
6,600 4,400 4,400 1,900 1,900 1,600 1,000 1,000 880 720 590 480 260 260 210 140 50 30 20
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
1800000
2000000
Example of an late majority
market entering the stage of
full saturation.
Example of an early but
growing market targeting early
majority.
Example of a very early, pre-
chasm market targeting
innovators and early adopters.
49. Users searching for a specific
product brand WON’T necessary
buy that brand
Direct traffic DOESN’T bring the
most qualified users
Generic search traffc WON’T last
forever
Market maturity MATTERS
You CAN’T define user intent from
search query
5 false assumptions about your online traffic
51. Get to know the business. It will help you make better decisions.
ECOMMERCE
CUSTOMER
LIFETIME
VALUE
1.600 €
TRANSACTION
S PER MONT
0.33
CUSTOMER
LIFETIME
24 MONTHS
AVERAGE
ORDER VALUE
400 €
AVERAGE
GROSS
MARGIN
50 %
CUSTOMERS
CUSTOMER
ACQUISITION
NEW USERS
CONVERSION
RATE
CUSTOMER
ACTIVIATON
REPEAT RATE
CUSTOMER
RETENTION
CHURN CES
CAC MRC
52. Establish top level business KPIs and connect your activities to them
2 31 4 5 6 7
CLV CAC Customer
profitability
score
Repeat rate Retention rate AOV CES