This document provides an in-depth analysis of the traffic acquisition and conversion rate for the e-commerce site vetandco, highlighting the evolution of traffic, effective and qualitative sources, customer acquisition cost, bounce rate, and conversion rate. The analysis aims to identify areas for improvement and provide recommendations for increasing the conversion rate and amplifying communication.
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[...] Description and analysis of the SEO strategy 1. Natural referencing Promotion Mode Clothing Textile Brand Gruffalo TEVI'S Best River Princess Boun Boun Tommy Highway Part Traffic Acquisition Strategy The three traffic acquisition levers to be put in place with regard to our target: 1. Social Network: Based on our target, we will choose Facebook; Instagram and YouTube 2. Emailing: Newsletter; email marketing, blog 3. Search Natural Search Engine Optimization (SEO) and Paid Search Engine Marketing (SEM) Part Conversion Rate Improvement The actions to take: 1. [...]
[...] To improve this conversion rate, we need to amplify the communication. We will have to switch to the most effective communication modes such as natural and paid referencing (Google and Facebook). The wider the visibility of the site, the more chances there will be to encourage visitors to convert into prospects and prospects into customers. 4. The abnormal exit pages are: Abnormal exit pages Bounce rate since creation Home (294-117)*100/294= 60,20% Home/Archives (117-35)*100/117= 70% The average bounce rate efficiency being around we notice that these rates are not favorable. [...]
[...] To increase the average basket: - Design product families (pulls and scarves; pants and hats; belts and shoes; etc . ) and offer these families to the prospect as soon as they click on one of the articles. Of course, the price of a product family must be reduced compared to the price of these articles purchased separately. - Offer discounts or free shipping conditioned by a significant amount of purchases (from 100 euros or 175 euros for example) - Offer miles for purchases with a limited validity period months for example). [...]
[...] Summary Table of Traffic and Traffic Analysis 1. Describe and explain the evolution of the site's traffic: Our e-commerce site 'vetandco' has recorded since its creation a traffic of 573 views. The absolute record of traffic observed was 116 views on September 23, 2019. This traffic is mainly passed through the Facebook page and the Comnicia.com app of the site. We estimate that the reason for this significant gap is the return of the rainy season. In fact, the search has increased for articles such as sweaters and scarves. [...]
[...] For example, on September 23, we observed the following statistics: Notably, a bounce rate significantly higher than the average was observed. More than 90% of visitors stopped at the site's home page. Given the irregularity of traffic evolution, we cannot speak of improvement or deterioration. Instead, we note regular traffic growth on Mondays (16 and 23 September). The site being brand new, it operates on the basis of word-of-mouth communication and therefore records traffic based on the intensity of communication on the day. 3. [...]
