After filtering bot traffic we’re left with a majority of organic traffic. However, this traffic is purely brand search, meaning that they search ownit/ownit bredband etc. This means that these individuals know of us from before.
Direct traffic, meaning that they type in our url directly into the browser. It is unusually high especially when you take into account that most are new customers. However clearing of cache can easily skew with this data. This group converts the highest.
Paid search from AdWords. We need to take into account the traffic that later returns as organic after being pulled in by an AdWords ad.
Referral, Affiliate &
Social Media . Other channels. Referral has quite high conversion rate which is not surprising.
Campaign click per source** (jun - aug)
This data will depend on strategy. Awareness may pull in quite a lot of traffic, but it is traffic that won’t convert. Traffic that converts, mostly based on a retargeting strategy, will have less clicks but higher conversion rate. In July we focused on an Instragram contest, which focused on awareness.
CPA (Cost per aqusistion)** (Feb - aug)
This data depicts costs of all campaigns divided by conversions. Thus, the costs we see is not conversions by campaigns. If a campaign within a channel focuses on awareness or other parts of the funnel it will naturally increase the cost of conversions overall within the channel. Awareness can be important as it increases knowledge and therefore the funnel itself.
website conversions* 2018 vs 2017 vs 2016
Ataio data. Includes only website conversions and thus not conversions within a 'stadsnät' or from customer service. This data depicts the increase in online purchases within the last three years around Feb-Aug.
Project (conversion tracking solved)
As we now have better data, that focuses on events rather than destination, we can now connect these events to goals that will be effective.
effective ga goals
Knowing our goals are calculated correctly, we can now analyse traffic and campaigns and see what works and what doesn't.
We can now put money into the campaigns/channels that are converting the most.
better budget spend
This is key. We can now know if the campaigns we are running are effective and what we need to focus our efforts on.
We now have current NPS scores to work with when we contact individuals. This may potentially increase 5 star reviews.
Updated NPS scores
We're almost at 7 stars which will give us 4 stars out of five. This will bump us up to green status, pretty much unheard of the internet service provider business.
Rating 6.9 av 10
We have now passed the 100 mark and can feel safer with our score. However, as we increase the amount of reviews it will become harder to increase our overall score.
We rank the highest when we compare against our competitors. Bredband2 are just behind us with a 5, after this we have Bahnhof with a 4.8.
Begun the process of changing banners and copy. We've started with smaller 'stadsnät' to test out the change.
change of banners
We have now found access to a database which we haven't used much in the past. This will give us more options in marketing.
We did a test run in June, and have altered the print design we used for our next try now in September.
The database will also give us access to future service installments. We'll be able to match these address with names (through Bisnode) and do some good old direct marketing. We'll also be able to target them with geo positioning through channels.
Project (Instagram contest)
200 participated by commenting an Instagram post. Pretty good participant rate overall. The question we asked worked really well.
Our likes have increased by 35%+. However, to keep our followers and attract new ones we need to keep the page alive.
Page views ökade kraftigt under denna kampanj
1700%+ View rate
We had some amazing guys help us set this up. Both Samuel och Jonathan were vital.
partnership with io
The customer send us a screen print of their result so we can keep track. If they are not getting enough we try to solve it ourselves or send them along to customer service.
statistic through mail
After every BRF has signed with us, we should ask everyone to test their speed with the app. We need to be certain that the speeds are good enough at this point. This will give us an influx of testers and increase our overall score faster.
We have a click rate of 12% of those that open the mail we send. The open rate is 60% which if we benchmark it with the same industry is very positive.
Everyone that tests their speed doesn't send us their results so it is hard to know exactly how many uses the test but from the stats that we have we can safely say we are getting 3+ testers daily.
3+ answers daily
Project (ownit as wifi experts)
We use infographics in direct marketing to send out educational content to new 'stadsnät'. This will hopefully give them a good idea of us as a company. If nothing else help them optimise their WiFi speed.
We have now switched from article based material to infographics. We use less copy and instead illustrate with vectors. This will create easier reading material.
Selling is going out of fashion, se we want to be educating. We want to be good at what we do and that is how we'll be able to attract new clients.
educate rather than sell
A second step will be the use of HTML5 banners. We are looking to use questions in marketing to engage the customer. That is, do they know where to place the router? This is still preliminary but a fun idea.
Project (hbo nordic) - preliminary
If we use this campaign for January 2019 we'll be able to use Game of Thrones last season as the hook here. This will get us an influx of students/younger customers.
use hbo for got 2019
A good way to attract a few thousand students to our customer base. A requirement will be that they sign up for a year or more though so we can trust that they'll stay with us.
students as audience
This will be a very expensive campaign. The costs will be about 2/3 , while HBO will pick up 1/3 of the costs. For three month subscriptions we will pay around 178 SEK for each client. This is not including the cost of every marketing channel.
is it worth it?
Good way to market will be through Twitch/Mercenat/Studentkortet. This will give us unique material to market with. I've talked with HBO and we can use the dragon in our material, but not actors unfortunately.
Process under GDPR (New system)
Telenor DPA needs to be signed by the other party. Check other DPAs of Telenor before though.
We need to create a risk analysis every time we share any kind of customer data. Check GDPR database first though if there is anything similar.
Everything needs to be signed between us (Stefan) and them and stored with Purchasing Hub .
Process is naturally different for every system. May take quite awhile. Make sure everyone has access within marketing team.
Process for marketing department. Contact person in sourcing is Veronica Rolid ([email protected]). Purchase needs to go through Telenor Purchase Hub. Check with her if you stumble on to any issues.
mapp email software (new)
Customised email template
We've been working on a customised template for quite awhile that has finally been completed.
alternative to MailChimp
Maybe not the most effective choice unfortunately. However, as we now live in a GDPR era, we had to use something that Telenor uses as we needed a DPA.
areas of use
We'll later be able to use the system for better things, however as of now this system was brought in to reach 'adressändringskunder'.
acquire? Email retargeting
Aquire will give us more options to retarget and looks like a good system. But it will take expertise from us and it will cost us more as well. It will give us more options, especially with programmatic marketing. Contact person is [email protected] (system) and [email protected] (konto).
Google tag Manager (new)
GTM gives us more control over our tracking codes, as we'll put them all through this system. This will cut down on hours from Adaptive and give us the ability to make quick decisions.
new analytics events
GTM allows us to put in new events and thus enable us to observe user behavior more accurately. As of now we know more of what the customer does once he/she lands or our site.
more specified targeting
We can specify triggers and connect them to an adwords/FB tracking tag. This will give us more leeway to target potential customers. Ex. we can see who clicks a TV button, check if we deliver to their adress and then customise an ad with TV that we send out through programmatic and/or social media.
Landing page behavior* (AUG stats)
75% of all traffic doesn't get further down than 20% when they land at our index page.
scrolls no more than 20%
10% of people who come to the website uses the search function. 23% of all visitors that land here goes to our broadband page.. Why doesn't more use the function directly? What do everyone else do? Their drop-offs/mina-sidor/kundservice.
uses search function
75% of all landing page clicks is broadband. The majority is then interested in broadband (only counting other services). Not surprising. These clicks does not take into account mina-sidor/kundservice clicks.
intrest in broadband
Only .9% clicks on 'varför Ownit' which means the link is not fully understood and we need to rethink how we can communicate the brand on the site. There is some valuable info here that needs to go to the front.
Landing page clicks* (aug stats)
10% interested in TV services
10% klicks BRF
2.5% to phone services
Only .9% are interested in security.
Landing page clicks other than broadband. These does not take into account non-service clicks, that goes to mina-sidor and kundservice.
kundservice page behavior* (AUG stats)
12% scrolls down further than 20% which means only 12% see our guides.
scrolls down to guides
Something with the page, or the campaign, is causing the visitor to bounce once he/she lands there. So, it needs to be optimised. See our WiFi infographic for tips on how to a/b test it.
This page only has 43% bouncerate which is better than the other page. However, probably good to include som practical examples as well.
20% of all pageviews are interested in a customer service page when taking into account all pages. Super interesting right? Not really.
interested in customer service
popular sites in customer service*
% of all the have visited a url with ownit.se/kundservice
% of all that have visited a page with ownit.se/kundservice/guider
Organic seo ranking*
Stats from Ahers. Only high volume keywords are included. From these results we can clearly see that there is brand awarness that pulls in organic searches. It's the same across the whole industry. This means that there will have to be an emphasise on brand awareness and likability. This is rather obvious as it is quite a generic product.
More stats can be found at Ahers and on the next page.
Organic seo position* (vs konkurrens)
Stats from Ahers. Check keyword ranking by different competitors. You'll have a higher rank depending on a number of factors, but the content has to be relevant to the search. So, working on content (copy/meta tags) will be essential to compete here. Site also needs traffic, so working with a blog on the same domain can help here.
check the ga code
There is something wrong with it, but I can't be sure what it is. A solution would be to just remove it and install it with GTM directly.
show your customer service
Use what you are best at to generate discussion. Use channels such as Linkedin to challenge other ways of treating personell. This could be really good marketing.
focus on reputation
Focus on Trustpilot, forum etc. It is much more likely to increase conversions when someone else talks about the company in a favorable light.
use gtm for pixel events
Connect triggers to pixel/conversion events (custom code) for FB/Google Ads. This way you have more audiences to work with and can reach out to the right people.
use a blog for seo
Write about all of this stuff that no one understands and questions they may have. Like, how much would you save in the long haul when you chose fiber? What does the future look like with fiber optics? What is the process of installing fiber in your house. Do some keyword/blog post analysis to see what is interesting to write about.
use social media right
Let a person who has genuine interest for this stuff write and communicate with clients. You can't really pretend. Use a person that merely works with social media/forum/blogg.
We need to know what is going on to do a good job in marketing. Let us know what the customers are doing and what is happening.
red color works
You connect the color to the brand. When you see the color you'll think of Ownit. It is only this company who dares to use it this much too which is an advantage.