ORGANIC SEARCH IN CHANNEL COMPARISON
What budget and role should our SEO have?
WHAT HAPPENS BEFORE THE WEBSITE VISIT?
Google Organic
Impressions
(for Email Flows, emails received)
Facebook Paid
CTR
Red line shows paid Facebook as benchmark, your biggest paid channel
Bounce Rate
Thin line shows site-wide
Clicks to site
Automated Email Flows
Google Organic
All Facebook (Paid & Organic)
Automated Email Flows
Optin Rate
Thin line shows site-wide
HOW DO THE CHANNELS COMPARE IN CONTENT ENGAGEMENT AND OPTINS?
Data not actionable.
Email Flows are sent to people who opted in already.
Optins
Data not actionable.
Email Flows are sent to people who opted in already.
WHICH CHANNELS ARE EFFECTIVE IN CLOSING THE DEAL?
Ecommerce Transaction Rate
Thin line shows site-wide
Per Session Ecommerce Value
Thin line shows site-wide
Revenue
Google Organic
All Facebook (Paid & Organic)
Automated Email Flows
CURRENT STATE HIGHLIGHTS
- Organic Search traffic blows the other channels out of the water in terms of volume
- CTR of Organic Search is up to par with Paid Facebook, Email Flows win in CTR with a large margin.
RECOMMENDED ACTION & EXPECTED OUTCOMES
- It is outstanding when an organic channel enjoys a CTR as high as that of a paid one. This shows opportunity for high gains. Run meta title and description experiments for gains in Organic Search visitors - even a 5% improvement will bring tens of thousands in incremental traffic.
- Use your Email Flow copy and content to inspire Facebook copy and content for retargeted visitors and existing fans. This could bring substantial improvements in just a few weeks.
CURRENT STATE HIGHLIGHTS
- Organic Search has a better bounce rate than All Facebook. Organic Search visitors remember you better and are easier to retarget.
- Facebook campaigns and posts are very effective in generating optins
- Organic brings in a majority of optins despite its lower optin rate
RECOMMENDED ACTION & EXPECTED OUTCOMES
- Generating optins should be the most common campaign objective of your Facebook campaigns
- Facebook campaigns seem to be at a point where you can pour more budget into them and expect proportionate increase in optins
- Do not neglect the role of Organic Search as an optin source. Review your high-ranking content, you could bring the optin rate to site average.
CURRENT STATUS HIGHLIGHTS
- Transaction rate as well as per session value is substantially higher for Organic Search than it is for Facebook
- Due to its sheer volume, Organic Search contributes to far more last click revenue than Facebook and Email, even when combined
- For its relatively low volume, Email Flows are outstanding in volume of revenue they bring in
RECOMMENDED ACTION & EXPECTED OUTCOMES
- Email Flows are doing their job. Now you can strive to allow them to do more of it. Strive to increase Email Flow volume by growing your optin count, per recommendations in the previous section.
- Increasing your Organic Search volume, even without working on other metrics, will be the most straightforward way to grow revenue
Google Organic
All Facebook (Paid & Organic)
Automated Email Flows