* 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
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