After setting up your eCommerce store, you engaged the best search engine optimization (SEO) agency you could find. The specialist audited your company’s website and recommended the most effective SEO strategies to improve its online visibility and minimize expenses on other digital marketing methods.
Now, it sounds like the perfect time to relax and wait for your recently launched eCommerce platform to take off, right?
Well, not quite. There’s still the critical aspect of regularly analyzing the website’s onsite traffic.
Keeping tabs on the number and quality of traffic to your eCommerce store can be instrumental in tailoring targeted marketing copies and product recommendations. Here’s everything you need to know about onsite search analytics and how it can boost your eCommerce performance.
Online search analytics is precisely what the term implies – a detailed examination of visitor search behavior. It’s an advanced SEO technique aimed at gauging the quantity and quality aspects of a website’s site search function.
Implementing a robust eCommerce onsite search assessment can clue you in on the number of people visiting your eCommerce store over a defined period. More importantly, it lets you determine the portion of that traffic that’s worth pursuing for lead generation.
Although typically used by for-profit eCommerce entities, any website owner can conduct onsite search analytics to gauge how users interact with their sites. For instance, while test-driving newly launched websites, UX designers may rely on onsite search analytics to uncover their sites’ intuitiveness.
Generating web traffic is the most essential part of any digital marketing campaign.
If you run an eCommerce website, you’d want to know how many visitors troop to your site over a given duration. It’s the simplest way of gauging the efficacy of your current digital marketing methods.
Nearly all onsite search analytic tools will provide reports on the number of people who have visited your e-commerce store in the recent past. Some applications can even fetch traffic data dating back years, allowing you to measure your website’s performance over a longer duration.
Having a thousand people visit your website daily is a good starting point. But as a shrewd entrepreneur, it’s best to go a step further and understand where much of the traffic is coming from.
Why is that important?
Well, unless you’re a global enterprise with branches spread across multiple international markets, you’re likely targeting your marketing efforts to specific local markets. As such, you want the traffic to your eCommerce store to correspond with your target demographics.
Besides, understanding where much of the traffic originates from can be critical to your scaling campaigns. It lets you know exactly where to set up the next outlet.
Your eCommerce website can have multiple pages, including the homepage, about us section, contact us page, etc.
Like a multi-door house, visitors can come in from multiple directions. Some may land on your eCommerce site by clicking on a referral link by one of your associates, while others may get there through random internet searchers.
Whichever the case may be, it’s imperative to identify the site with the most views. This way, you can focus your marketing attention on that page to maximize conversions and boost sales.
As the idea is to stimulate interest in your offerings, it’s best to focus on three key pages while optimizing your eCommerce store. Those are the homepage, product, services page, and blog section.
This is perhaps the most significant aspect of onsite search analytics.
Simply knowing that a given number of people visited your eCommerce store from certain regions and interacted with specific pages isn’t enough. To capitalize on the traffic, you need to also understand their behaviors.
Start by analyzing the portion of the traffic that actually ordered something and the purchase value. This is the most critical segment of your eCommerce traffic, particularly if they’re first-time clients.
Besides adding such patrons to your mailing list, you’ll also want to engage them immediately to establish a rapport with them. For instance, you could shoot them a thank-you note or ask them to share their unbiased feedback on the quality of your products and services.
Secondly, proceed to the group that didn’t purchase, which will take a considerable time on your website. The chances are that such visitors didn’t find the product they were looking for in your inventory. Immediately, target them with tailored suggestions based on the product pages they mostly visited.
Lastly, strive to understand the visitors who bounced off your website like a basketball.
According to digital marketing experts, 40% or below is a good bounce rate. Anything higher should raise your eyebrows.
Poor user experience (UX), page errors, slow load speeds, and low-quality content are some of the top causes of a high eCcommerce bounce rate.
Engaging an SEO company can help implement robust digital marketing methods and improve your e-commerce discoverability by potential leads. However, it’s only half the effort as far as scaling your eCommerce company goes.
The other half involves conducting routine onsite search analysis to gauge the efficacy of your existing marketing strategies. Online search analytics are critical to both lead generation and client retention.
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