After identifying compelling differences in pathways and conversion rates between the two super categories, we revealed opportunities to customize website experience based on visitors' needs to increase conversation rates
Where do paid search users land on the site?
-
-
The majority of paid search users in P1-P3 landed on the supercategory or zip code pages
-
They are more likely to convert when landing on the super-category page, which has a conversion rate up to 50% higher than the other landing pages
Recommendations: eliminate zip code page and adapt landing pages by category
How do paid search users navigate the site?
-
-
Conversion rates appear to be higher when customers reach SKU-level pages
-
Customer navigation varies, depending on what they are shopping for
Recommendations: streamline navigation and tailor navigation parts by category based on visitor needs
What do paid search users purchase on the site?
-
-
Some categories have much heavier traffic than others; however, conversion rates in some of these categories are much lower
-
Baskets vary between the two super categories
Recommendations: position top categories and SKUs clicked in earlier pages; increase cross-sell efforts to OS shoppers