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Background: This ecom site sells consumer household products. We use sessionized visitor data. How To Read Graph: * Quad 1 shows worst performing searches using product-types and no brand names because it has highest bounce rate and lowest conversion rate. * Quad 4 shows best performing searches using product-type and no brand names because it has highest conversion rate and lowest bounce rate. * Quads 2 and 3 are in the middle. Insights: * We can differentiate sales success for search phrases using Product Types but not Brand names. * Phrases that include "Wingback" perform best. They have better than average conversion rates and bounce rates, and fall in Quad 4. * Search phrases that include "Lamps," "Lamp Shade" or "Futon" perform worst. They have low conversion rates, high bounce rates, and fall in Quad 1. * Search phrases that include "Couch," "Reclinder," or Chair" have poor conversion rates, good bounce rates, and fall in Quad 3. Actions: 1. Quad 1: For natural search leave as is for now. For PPC test excluding them. 2. Quad 3: Test and target offers and check out process. 3. Quad 4: Optimize site to increase search volume for these search phrases. Graph Details: Graph plots conversion rate (completed orders per visit) horizontally bottom against bounce rate (single page visits per visit) vertically. Dots on right have the high conversion rate. Low dots have low bounce rates.
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* Differentiating Non-Branded Search Terms By Product Type Reveals Winners & LosersBackground:This ecom site sells consumer household prod-ucts. We use sessionized visitor data to identifyall search phrases that used a brand name.How To Read Graph:*Quad 1 shows worst performing searchesusing product-types and no brand names be-cause it has highest bounce rate and lowestconversion rate.*Quad 4 shows best performing searches us-ing product-type and no brand names because ithas highest conversion rate and lowest bouncerate.*Quads 2 and 3are in the middle.Insights:* We can differentiate sales success for searchphrases using Product Types but not Brandnames.* Phrases that include "Wingback" perform best.They have better than average conversion ratesand bounce rates, and fall in Quad 4.* Search phrases that include "Lamps," "LampShade" or "Futon" perform worst. They have lowconversion rates, high bounce rates, and fall inQuad 1.* Search phrases that include "Couch," "Re-clinder," or Chair" have poor conversion rates,good bounce rates, and fall in Quad 3.Actions:1. Quad 1: For natural search leave as is fornow. For PPC test excluding them.2. Quad 3: Test and target offers and check outprocess.3. Quad 4: Optimize site to increase searchvolume for these search phrases.Graph Details:Graph plots conversion rate (completed orders per visit)horizontally bottom against bounce rate (single page vis-its per visit) vertically. Dots on right have the high conver-sion rate. Low dots have low bounce rates.
E•S•Q Unlimited--Analysis• Insight• Action!Ready to make marketing decisions with web analytics?ContactBruce E. Segal• 610-667-8188 • [email protected]
2011
-1.0% 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% 9.0% 10.0% 11.0% 12.0%Conversion Rate Weighted0%10%20%30%40%50%60%70%80%
Bounce Rate W
eighted
Recliner - WingbackRecliner
Lamps
Lamp Shade
Glider/Rocker
Futon
Furniture
Couch & Sofa
CouchChair & Couch
Chair - WingbackChair
Site Wide Av. Bounce %: Traffic via Search = 24.4%
Extrnl Bnchmrk = 1.8% Site Wide Av. Conv %: Traffic via Search = 2.75%
Quad 4: Best PerformingSearch TermsQuad 1: Worst PerformingSearch Terms Quad 2:Fix LandingPages
Quad 3: Fix Offers &Check Out Process
Referral Traffic via Organic Search: UnBranded Terms Differentiated By Product Type
% of All Traffic via Organic Search0.0%10.0% 20.0%30.0% 40.7%Search Phrase Includes A Brand NameNo
