Traffic Acquisition and Conversion Rate Part 1: Traffic Analysis
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Traffic analysis, conversion rate optimization, social media advertising, email marketing, website optimization, traffic acquisition, glassesandco.com, Google, social networks
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Abstract
This document presents a comprehensive analysis of traffic on the website www.glassesandco.com, including page views, number of visitors, and the evolution of traffic in light of events and improvements made to the site. It also discusses traffic acquisition through social media advertising, email marketing, and suggests two actions to increase traffic on the site.
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[...] We can at most recall the formula for calculating the CAC: CAC = Total digital marketing spend for acquisition / Number of acquired customers Our most performing and qualitative traffic sources are the following: Our most performing source comes from the Facebook channel (social networks). To calculate the conversion rate, we need to define consistent goals with the conversion funnel. For now, our objective is to transform our visitors into prospects (leads). To achieve this, we will establish two goals: - Subscription to the newsletter - Account creation After defining our objectives, we will put in place actions that favor the achievement of our objectives and therefore the increase in the conversion rate. [...]
[...] It needs to be made more attractive and visually more engaging (more conducive to conversion). II/ Describe and analyze the strengths and weaknesses of your natural and paid referencing strategy. 1. Based on Google Search Console, to improve our natural referencing, we need to deploy a content marketing strategy with the most relevant keywords. 2. ADWORDS CAMPAIGN Maximum budget / month 426 ? Average budget / day 14 ? Number of visitors / month 61 Impressions / month on average 13560 Clicks / month on average 515 CPM 31,42 ? [...]
[...] Here, we notice that all our visitors arrive on the landing page and among them out of 2 abandon and leave our site. Among those who went to the dedicated pages to "solar men", "customer account creation" and "top brands" out of 3 abandon and leave the site. Finally, for visitors who consult their cart out of 5 leave the site. Observation: the visitor seems lost and doesn't know where to go to make a choice. We need to help him in his decision-making process, guide him. [...]
[...] Based on your traffic analysis, describe 3 types of actions you could implement to improve your site's conversion rate around 3 different objectives: 1. Highlighting your various offers - Improve e-merchandising from the landing page - Highlight the best-selling products - Highlight seasonal collections and new models (consumers like novelty) - Add social media influencer photos directly on the site 2. Limit the number of cart abandonments - Facilitate the transaction (limiting purchase irritants): fluidity (for example by offering a direct purchase without creating an account. [...]
[...] To find the email that 'converts' the best, we would use the A/B testing technique. Secondly, we will rent a smart database in order to launch a mailing campaign towards our potential targets. 3. Through the Search Acquisition of new visitors can be made through natural search engine results. Where is the interest of a strategy SEO. Everything starts with detailed SEO content marketing in the table above. Then, we need to take care of the website and natural referencing, as detailed below. Part Conversion Rate Improvement points) I. [...]
