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Andraž Štalec
OPTIMIZACIJA KONVERZIJEIN PRIHODKOV
GROWTH HACKING
Dreaming about Growth hacking
Growth hacking in Real life
Obdobja kjer je napredek minimalen
Obdobja velikega napredka
How to do it?
MEASURE ANALYZE OPTIMIZE DELIVER RESULTS
CONDUCT A BUSINESS OVERVIEW
REVENUE2,0 M
REVENUE PER VISITOR1,00 €
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
VISITORS2,0 M
USER AQUISITION
1,5 M
USER RETENTION
33 %
Ecommerce revenue streams
REVENUE1.000 €
REVENUE PER VISITOR1,00 €
AVERAGE ORDER VALUE
100,00 €
AVERAGE QUANTITY
AVERAGE PER UNIT PRICE
CONVERSION RATE
1,00 %
NUMBER OF STEPS
AVERAGE COMPLETION
RATE
VISITORS1.000
USER AQUISITION
USER RETENTION
Ecommerce revenue streams
MINIMAL SUCCESS VOLUME~ 10.000 VISITORS
PROFIT
REVENUE COSTS
COGS CPA
CPC CR
OTHER COSTS
Ecommerce profitability
PROFIT
REVENUE10 € COSTS
COGS CPA10 €
CPC0,10 €
CR1 %
OTHER COSTS
Ecommerce profitability
FIND WEAK POINTS
REVENUE2,0 M
REVENUE PER VISITOR1,00 €
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
VISITORS2,0 M
USER AQUISITION
1,5 M
USER RETENTION
33 %
Ecommerce revenue streams
Funnel VisualizationZakaj toliko uporabnikov zapusti košarico?
Ali uporabniki spreminjajo
vsebino košarice? Kako
jim lahko olajšamo
uporabniško izkušnjo?
Where should you spend your efforts?
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?
REVENUE2,0 M
REVENUE PER VISITOR1,00 €
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
VISITORS2,0 M
USER AQUISITION
1,5 M
USER RETENTION
33 %
Ecommerce revenue streams
Aquisition Overview
Kako je porazdeljen obisk med kanale?
Google AdWords ima najvišji CR in najnižji BR
Mobile Usage
REVENUE2,0 M
REVENUE PER VISITOR1,00 €
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
VISITORS2,0 M
USER AQUISITION
1,5 M
USER RETENTION
33 %
Ecommerce revenue streams
Shopping Behavior Analysis
Zakaj si 72 % uporabnikov
nikoli ne ogleda izdelka?
Segmentacija po napravi, tipu
uporabnika itd.
Top Landing Pages
Top Exit Pages
Behaviour Flow
Najbolj obiskana spletna stran ima visok Exit rate
In-Page Analytics
Podpovprečen CTR
Fold-line za 95 %
uporabnikov
Site Search
REVENUE2,0 M
REVENUE PER VISITOR1,00 €
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
VISITORS2,0 M
USER AQUISITION
1,5 M
USER RETENTION
33 %
Ecommerce revenue streams
Most valuable sources
Most valuable user category
Optimize for all stages of CDJ
PERSUASIONAL LANDING PAGES
TRANSACTIONAL CONVERSION PAGES
INTERIOR PAGESINFORMATIONAL
DO
THINK
SEE
BUILD IMPROVEMENT PLAN
EXPERIMENT GOALS
Raise CTR on Suggested Items
OPTIMIZATION GOALS
Increase APV
BUSINESS UNIT GOALS
Improve RPV
COMPANY METRICIncrease revenue
LIFT model
Building Improvment Plan
PIE Framework
Analitika & podatki s trga
Tehnično & „politično“
Obisk & stroški
EASEIMPORTANCE
POTENTIAL
Building Improvment Plan
CRO KOT PROFITNO MESTO
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
VISITORS100 K
REVENUE PER VISITOR1,00 €
REVENUE PER VISITOR1,50 €
REVENUE PER VISITOR1,00 €
REVENUE PER VISITOR1,50 €
ADDITIONAL REVENUE50.000 €
Tradicionalni Redesign spletne strani
Tehnologija, pričakovanja uporabnikov & najboljše spletne strani
Vaša spletna stran
4 leta med prenovo
4 leta med prenovo
Vrzel
Evolucijski Redesign spletne strani
Nenehen napredek v uporabniški izkušnji in designu
Red Orbit, Jožeta Jame 12,1000 Ljubljana, Slovenia W: www.red-orbit.com |E: [email protected] | T: +386 (0)590 75 680
