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Welcome to Josh Baker's Practical Advice for Optimizing Your Internet Marketing blog. Here you will find internet marketing optimization and online strategy articles full of tips, tricks, discussions, and thoughts to help you take your marketing and business to the next level of success.
Jan
12

Tips to Analyzing Poor SEO eCommerce Conversions

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Scenario:

Like clockwork as you do every Monday morning at 10am (after you third cup of coffee and a morning snack) you log into your analytics account to view how much organic traffic is being driven in to your eCommerce website. You’re extremely excited when you see that the number of visits from organic search is growing steadily from last week’s numbers, and the week before, and even the week before that.  Your hard work optimizing your pages for the SERPs is starting to see results and your boss is going to be thrilled.

But wait, although organic traffic is climbing up, up, and away, week over week, you cross-reference your sales data again and notice that you aren’t getting any more orders with all this new organic traffic that you have been receiving. How can this be? What could be going on?

 

Investigation Scenario Tip #1: What keywords are they arriving on?

It’s really important to make sure that you are driving the right search engine traffic to your website. Extract from your analytics account what keywords are driving this newly acquired search engine traffic that you are receiving. To oversimplify, if you’re selling toothpaste and your recent boost of traffic is from searches on arts and crafts paste, you’re driving more traffic, but it’s not the right traffic. 

 

Investigation Scenario Tip #2: What pages are they landing on?

If you notice that many of the keywords that are sending organic traffic in to your site are in fact relevant to what you are selling, then you must dig deeper into your analytics and see what pages visitors are landing on when they are searching on those keywords or phrases. Let’s use the toothpaste example again; you sell toothpaste and your visitors are searching on Google with the end goal of purchasing toothpaste.  You notice that they are landing on the page about how toothpaste is manufactured. A closer look and you notice that the bounce rate is high and reviewing your page there is no obvious way to know that you actually are selling toothpaste on that page.

In this situation you are getting the visitors that you want to sell to (those searching for a product that you do indeed sell), and they are searching for keywords and phrases that are relevant to your business – but you are not giving the visitor what they are looking for or a clear way to get to what they are looking for when they land on your page.

 

In Closing

If either of these two scenarios is happening to you then you will need to work on the optimization of your pages from both an SEO perspective of getting the right traffic, and getting the right traffic to the right pages and from a conversion perspective of keeping them in the continuity of continuing on for what they came in to potential purchase with the least amount of effort and friction.

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