On Internet Business

“They came, they puked, they left !” what I learnt from Avinash

Posted by Michael under SEO Conferences and Exhibitions

“They came, they puked, they left !” what I learnt from Avinash

Most of Tuesday was taken up listening to people from Google. My morning was taken up by Avinash Kaushik, an analytics evangelist at Google and the most enthusiastic person I have ever heard speak about statistics.

What did I learn:  

1.Never Forget the Long Tail

Rather than focuses on the top 10,20 or 50 keywords that bring sales, manage the “long tale” that generate sales.

2.Attribution and does it matter

How do you attribute value to the all the various channels or parties (affiliate, PPC, organic search, banner ad) that have contributed to a sale?

An important point to note is that if the normal cycle from first customer visit to purchase is short ie (1 day) the attribution issue doesn’t really exist and the sale should be attributed on a last click basis. If the time taken by a customer to go from enquiry to purchase is much longer then attribution is more important.

There are numerous models that are being suggested. Avinash’s preference was “nuclear decay”. This attributes greater value to the clicks closest to the date of purchase.

Days to Purchase	0%
First Click	3%
	7%
	15%
	20%
Last Click	65%

3.Do the basics right

Avinash showed how often internet retailers frustrate rather than fulfil the demands of consumers. Simple searches for “wireless printers went” led to pages and sites that didn’t offer or display “wireless printers”.

Even searches for “underwear UK” , showed a similar pattern. If a consumer is looking for underpants and a retailer is paying for an advert, it makes sense to take them to a landing page offering underpants. But even leading retailers like M&S don’t do it. You want underpants, they take you to their home page.

 

4.Every business is unique.

Rather than assuming what works for other companies will work for you or that universal business truths always hold true, be “thoughtful, sceptical and objective”. In short test what you believe and prove yourself right or wrong.

 

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