#SESLON @SeWatch SES London @LukaszZelezny

Lukasz ZeleznyHead of Organic Acquisition @ uSwitch.com

- Effective visits (what are they)- Soft Goals (supportive KPIs- why are they important)- KPIs (which to focus on)- How to Report to be understand by CxO level people

EFFECTIVE VISITS

5

PROTIP:

There are two types of

vertical.

Predictable

&

Non-Predictable.

Effective Visits

Predictable Vertical

6

Winter

Spring

Summer

Autumn

Cheap holidays

7

Winter

Spring

Summer

Autumn

Winter tyre

Warm

Cold

Cheap holidays

8

PROTIP:

For predictable vertical use

Year over Year (YoY)

comparison.

9

2011 20122010

Cheap holidays

Effective VisitsHolidays – Predictable Vertical over years

10

2011 20122010

Winter Tyre

Effective VisitsTyre – Predictable Vertical over years

11

What about non-predictable verticals?

12

2011 20122010

iPhone

Effective VisitsMobile Handsets – Non-Predictable Vertical over years

13

Where does the concept of

effective visits came from?

14

The Fear of Bounce Rate

15

PROTIP

Bounce Rate may increase

but will not cannibalize!

16

Week #19 of 2013 (05-11 May 2013)

Week #19 of 2012 (06-12 May 2012)

17

Effective VisitsPulling Data

18

Week #19 in 2012 Week #19 in 2012

13

,41

0

9,6

74

Week #19 in 2013

Week #19 in 2012 Week #19 in 2012

19

Week #19 in 2012 Week #19 in 2013

13

,41

0

9,6

74

Effective Visits = Visits – (Visits * BounceRate)

%difference = (((Week_30_Visits_2013 / Week_30_Visits_2012) – 1) * 100)

Week #19 in 2013

20

Effective VisitsBuild Custom Segment using Google Analytics

Effective Visits = Visits – (Visits * BounceRate)

21

22

Effective Visits

conclusions

23

Why to use Effective Visits:

- represents a real quality of traffic and its value;- reflects to On Page optimization;- reflects to Conversion Rate Optimization (CRO);- helps senior management to understand better SEO benefits

How to use Effective Visits:

- explain how it works;- setup clear goals;- be brave and enjoy;

KPIs & Goals

Questions to Answer

1.Why do you have

a website?

2.What are your

business objectives?

3. What are your goals related

to business objectives

KPIs for a new website

KPIs for an established website

KPIs for an SEO department

Supportive KPIs for a new website

How to Report to be understand by

CxO level people?

207,288

-

50,000

100,000

150,000

200,000

250,000

Mar-14

Organic Traffic - March 2014

Organic Traffic

207,288

128,518

-

50,000

100,000

150,000

200,000

250,000

Mar-14

Organic Traffic vs Effective Organic Trafic - March 2014

Organic Visits Effective Organic Visits

290,578

274,174 280,789

258,515

302,457

250,798

290,781 287,654 285,789 298,795

280,546 280,578

145,289 145,312 146,010 144,768

184,499

150,479

183,192

201,358 214,342

227,084 224,437 227,268

-

50,000

100,000

150,000

200,000

250,000

300,000

350,000

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13

Example.com: Sessions and effective sessions monthly

Sessions Effective Sessions

290,578

274,174 280,789

258,515

302,457

250,798

290,781 287,654 285,789 298,795

280,546 280,578

145,289 145,312 146,010 144,768

184,499

150,479

183,192

201,358 214,342

227,084 224,437 227,268

0%

10%

20%

30%

40%

50%

60%

-

50,000

100,000

150,000

200,000

250,000

300,000

350,000

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13

Example.com: Sessions and effective sessions monthly

Sessions Effective Sessions Bounce Rate

290,578

274,174 280,789

258,515

302,457

250,798

290,781 287,654 285,789 298,795

280,546 280,578

145,289 145,312 146,010 144,768

184,499

150,479

183,192

201,358 214,342

227,084 224,437 227,268

0%

10%

20%

30%

40%

50%

60%

-

50,000

100,000

150,000

200,000

250,000

300,000

350,000

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13

Example.com: Sessions and effective sessions monthly

Sessions Effective Sessions Bounce Rate

+ 4.55%

290,578

274,174 280,789

258,515

302,457

250,798

290,781 287,654 285,789 298,795

280,546 280,578

145,289 145,312 146,010 144,768

184,499

150,479

183,192

201,358 214,342

227,084 224,437 227,268

0%

10%

20%

30%

40%

50%

60%

-

50,000

100,000

150,000

200,000

250,000

300,000

350,000

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13

Example.com: Sessions and effective sessions monthly

Sessions Effective Sessions Bounce Rate

+ 4.55%

+ 1.26%

Opportunities!

Opportunities!

Insurances

Credit Cards

BroadbandMobile

Gas and Electricity

Homepage

Thank You @LukaszZelezny