My last article detailed the benefits of focusing on website analytics specifically around site search data.
This article continues with the same theme of valuing website analytics, but the focus turns to unbranded keyword traffic.
In the context of reviewing analytics, “unbranded keywords” are those words/phrases not containing the retailer’s name.
People who type “Apple iPod Nano” into Google and land on the JB Hifi website is an unbranded keyword phrase from the perspective of JB Hifi. The keyword phrase “JB Hifi” is a branded term for this retailer.
Understanding the dichotomy between branded and unbranded keyword phrases is necessary in order to effectively assess site performance and build a focused plan for growth.
Though the introduction of new engagement metrics is exciting, focusing on foundation metrics (available to retailers for years) still make big a impact on conversion rates.
One such series of foundation metrics is the analysis of site search, understanding what people are typing into your websites search box and their behaviour afterwards.
How many times have you heard of or have been a part of a failed digital project? Why do you think it failed?
Was it the people? The technology? Strategy? Unrealistic expectations of senior management or client?
It could be all of the above or none of the above. However, across the majority of digital project failures there is one common denominator… a scientific best practice methodology was not followed.
How many times have you been into a physical retail store wanting to purchase a product, but needed a question answered first?
As soon as you begin looking for help, you find an employee who provides a response giving you the confidence to purchase. This is usually a great experience.
But, what about the same scenario, only this time there are no employees around to help?