It’s time to make a de-ci-sion!

Is your brand growing faster than your competitors, or are you maintaining the same level of operation? Both scenarios are acceptable. You may prefer to stay in your comfort zone, which is safe, or you might choose to work smarter.?

Today, I'd like to emphasize how you can assess your situation! Is it safer or smarter?

Let's examine the key metrics one by one;

Non-brand organic traffic

Organic traffic is the lifeblood of your business. The revenue generated from organic traffic can be used for your marketing campaigns, boosting your brand awareness, customer trust, and loyalty. In other words, it strengthens your authority. A more substantial authority is rewarded by Google and you'll gain more organic traffic. That's why it's the lifeblood of your business. If your organic traffic isn't growing, you'll be left behind, unable to compete with your competitors.

So it's decision time. If your organic traffic isn't growing, you should go deeper to understand why?

• Which keywords are bringing you traffic but not turning into sales?
• Which keywords are on the second page, requiring action to leap to the first?
• Which keywords have you gained or lost positions for this week? What's their search volume? Are the losses outweighing the gains?

To answer all these questions, you can check the heybooster organic insights.

https://www.heybooster.ai/seo-reports-and-insights

Product view per user

As an e-commerce store, we aim to capture the user's attention, right? Something is missing if a user visits only one product and leaves the store. Of course, if the user visits the website with buying intent, that's a good scenario. However, nearly 98.3% of users are window shoppers. They're looking for something cool to discover.

So it's decision time. Have you figured out how to encourage them to engage with more products?

• Which traffic sources don’t incentivize users to look at the products? Perhaps they misclicked or never wanted to visit your website.
• Which products are less attractive, failing to motivate users to explore more? Some products may perfectly reflect your style and become hero products, while others only exist to clear stock. However, trying to clear stock might harm your brand awareness.?
• Do your landing pages have recommendations enabling users to see more options? This is tricky because if your recommendation engine performs poorly, you'll miss the opportunity to showcase your less popular products.

Page Speed

OMG - It's 2023 and we're still talking about page speed. Unfortunately, it's a significant issue and keeps breaking. It's not a one-time project; you must allocate development resources to fix it. Also, your development team should know precisely where the problem lies.

So it's decision time. You know how it affects user sales behavior (conversion rate), SEO, and paid ad performance, but are you willing to use an analysis platform like heybooster to make their job easier or wait for them to figure it out themselves?

• Which landing pages on which platforms (desktop or mobile) start to load slowly?

Retention

How many of your users are returning to shop at your store? Acquiring new customers supports growth, but you can only scale up if you can retain existing customers!

So, it's decision time. Why don't they prefer to buy from your website first?

• Is your brand visible to your existing customers? Can they find you easily?
• Are you actively using communication channels like email? Are you sending personalized product suggestions based on their shopping behavior?
• Do you offer new products that complement what they're looking for? For example, if you sell running shoes, do you offer other products that meet their running needs?

Direct Traffic & Google Brand Search

Does your brand influence your users? For instance, what's the first general thing that comes to mind when you think of Nike? "Just do it," right? That's because they're not just selling shoes. They're influencing us!

So it's decision time. Do you have a core message to build your brand around?

• What’s the growth rate of your direct traffic or brand search?
• Are you giving your audience a reason to share with their friends, like limited offers, specialized campaigns, or things your competitors can't offer?

In a nutshell, these key metrics can help you understand which areas are growing and which are struggling. We can increase the number of these metrics but you must make decisions and take action.

• If you have any issues concerning your development team, you should share your reports as clearly as possible. Otherwise, you’ll wait for them to complete their research. (Always support them with data.)
• If your SEO isn't improving, don't settle for it. Even if your agency is well-known, if they aren't helping you, don't be afraid to look for new options.
• If your reports don't give you ideas for improvements, think about trying different solutions, like using heybooster.

I’m Sahin, co-founder of heybooster and conversion rate optimization consultant. If you enjoy this article, please like it ???? to help me reach more data-driven marketers and discuss it further, please schedule a call from my calendar.

Until then, stay curious and keep diving into data!