Digital Insights
Overview
How do people find your business? What do they do when they land on your site? How can you improve to find new customers?
Impressions > Clicks > Enquiries > Sales
What Is This & Is It Important?
- Impressions – The number of times you have appeared in Search Engine results. Over the last 3 months, vet-way.com has appeared 311,000 times. That’s a combination of people searching for the brand, and also for products that you sell.
- Clicks – The amount of times links to your website have been clicked and people have been on your website. The past 3 months has seen 3,850 clicks to your website.
- Average CTR – Calculated by dividing total impressions by the clicks. 1.2% of searches for your brand or product result.
- Position – This is the average spot in the search engine results that you rank. Each search page has approx 10 results, so you appear on page 2 as an average.
Yes, It’s Important
The aim isn’t to rank as Number 1 for all your keywords, in reality, ranking on page 1 can take years, and can be impossible. However, it’s clear that your business or products are searched for in large volumes, so we need to get more people to find your site & products, so rather than looking at this as one massive job, let’s prioritise it based on demand. It’s always worth noting that 93% of Google users will only view results on page 1, with 7% clicking through to page 2, so ranking on page 3 is as useful as ranking on page 300.
Acquisition
Where does your traffic come from?
This is as clear as I’ve ever seen, Organic Search is the primary source of all traffic, with little traffic generated by social media or email marketing. There are no backlinks, no referring sites, you’re relying on people already knowing about the business, or a specific product, this massively impacts your ability to attract new online customers.
Unfortunately only 52% off the Organic Traffic engage with the site, so 48% of your traffic bounce off / leave immediately without clicking or scrolling through the site.
Behaviour
What do people actually look at, scroll to, and click on?
We’ve discussed refreshing the homepage and improving the professionalism of the site, which I do agree with but the placement of the information is really important. Here’s the snapshot of your homepage whihc shows how people navigate.
Only 50% of users scroll to where your have the brands that you work with, with the majority of people using the Site Navigation to find their way around the site.
If users are using the navigation then the focus has to remain on the product content, and loading speed.
Next Steps
I appreciate there’s quite a bit of information here, this is just the tip of it in truth. I don’t reallybknow what your plans are for 2025, but if you want to sell more through the website or affiliates, or marketplaces then I can certainly guide you in the right direction, and I’ll happily be as hands-on as you need me to be. We seem to have had similar conversations over the months but not really progressing with it.
Engagement and sales is essentail in e-Commerce, but unless there is a focus of driving new traffic and working at an acquistion strategy then you’re targetting the same people all the time. We can improve the homepage, but you really need to be targetting new customers and having them land on product or category pages that are relevant for them, and his would requrie paid advertising. You could start off with a small target and have different goals such as leads from phone calls, revenue generated.
If you would like to have a chat about all the info above then feel free to arrange a call so I can answer questions and go into detail. I’ve kept this the simplest form as I possibly can, in hope you can see the potential, and for it to form part of ecommerce plans and help you priortise.
One thing I would suggest you try is having live chat on the site. If it’s set up properly you can have a chatbot answering the majority of questions, but given there are no prices on your site until they register, I think you’ll improve the bounce rate by giving them a quick & easy way of engaging in conversation.
What else can we do?
- Better product photograhy. Resize, compress, and standardise product images to sped up the site.
- Expand to Amazon Marketplace selling selected products in large quantities.
- Create targetted Ad Campaigns through LinkedIn, Meta & Google.
- Improved upsell / cross sell of products.
- Use abondoned cart emails.
- Have some well placed pop-ups on the site with USP’s for new users only.
- Introduce wishlists.
- Send promotions offers via newsletter subscriptions.
- Extract data from other company sites, I can see what keywords they use, how much they spend on any ads, where they get their traffic, and also what content generates traffic, which is great for creating new blogs.
- Rewrite content using the correct keywords on products & blogs.
Happy to chat through,, and offer assistance when I have a better understanding of what your goals are for 2025.