How are you measuring the success of your Ecommerce website?
The most obvious metric is whether or not it’s making you any money.
If people aren’t converting by buying things from your website, then you have to wonder whether everything is working as it should.
You don’t have to wonder.
Things clearly aren’t working.
But beyond just pounds and pence success, there are loads of other metrics that you should be measuring on your website to measure Ecommerce SEO performance.
Some of them have been labelled “vanity metrics” and to an extent they are.
But they can also be used as useful indicators that your Ecommerce SEO strategy is heading in the right direction, and that you’re moving closer to those all important sales.
Keep reading, and we’ll tell you all the key performance metrics you should be looking at as part of your Ecommerce SEO.
Yes, we’ve covered this one already.
But ultimately, this is the KPI that it all comes down to.
You can drive all the traffic you want to your website, but if you’re failing to convert customers, then you’re ultimately going to fail.
But under this umbrella of conversions, you should be looking at where they are coming from, because this will tell you where your marketing is performing well, and where you need to change tactics.
Look at where your conversions are coming from in terms of:
- Organic conversions (sales made directly from your content)
- Paid conversions (sales made through your paid social and advertising)
- Email conversions (how many of your email subscribers are converting?)
- Social conversions (if you’re an Ecommerce website, these conversions can help you figure out which is your most profitable social channel so you can put more focus on it)
Your website’s conversion rate is the percentage of your website traffic which converts on an action you want them to take.
Say, for instance, you get 100,000 visitors to your website and get 10,000 conversions.
That’s a conversion rate of 10%.
Within that you have the conversion rate based on how the customer got to your website (organic, paid, social etc).
Higher conversion rates are an indicator that you have created the right kind of content on your website.
You should always review your conversion rate as it’s a telling sign about the quality of traffic you’re getting to your website.
Possibly the ultimate vanity metric.
How much traffic is your website generating every month?
On the face of it, it’s easy to see why this is a vanity metric.
100,000 monthly visitors is great, but if it brings in no money then what’s the point.
But, a consistent monthly increase in website traffic is a good indicator that your content is interesting and engaging your potential customers.
They may not be buying from you immediately, but you’re becoming a known brand for them, and people are much more likely to buy from a brand they know and are familiar with.
Organic website traffic
This one falls within your web traffic KPIs, but should be used as an indicator that your blogs, videos, guides etc are hitting the mark with your audience.
You should compare your organic traffic to your overall traffic to check where the majority of visitors are coming from.
If you see an increase in overall traffic, but your organic results are only a small part of it, then that’s a sign your content isn’t on the mark and you need to change something.
This could be focusing on creating different types of content, or it could be a sign that you’re targeting the wrong keywords and your customers simply aren’t finding you.
This is the gold standard of content marketing and SEO success for Ecommerce.
If you’re creating content that is appearing in Google search, is driving traffic to your site, and then converting that traffic into customers, then you’ve nailed your content marketing.
This is because you’re not experiencing any additional paid advertising or social media costs to create those customers.
They’re coming to you because they like your content, you’re giving them the right information at the right time, and standing out above the competition.
Over time, you would hope to see your percentage of revenue from organic search increasing.
If it does, it means you could reduce your paid ad spend, without sacrificing customer numbers and use that money elsewhere in your business.
A “bounce” is counted as someone who lands on a webpage on your site, and then leaves without going to another webpage.
This is bad.
First, because they haven’t converted.
Second, it’s an indicator that your content marketing isn’t matching the expectations of what your customers think they’ll find on your website.
Third, it’s a sign you haven’t set up conversion paths on your website and aren’t pointing your audience anywhere else on your website.
A conversion path is simply a journey your customer should follow when they get to your site.
They land on a page, read the content, see a CTA pointing them towards something else they might be interested in, they click that to go to more content etc etc etc
Eventually they see enough of your content that they trust you and see you as a brand they would buy from.
Having a high bounce rate shows that your website isn’t set up for conversions, or your content is off the mark.
You need to fix these issues quickly.
Time on page
This one is in the same category as bounce rates.
If a customer clicks through to your website and instantly leaves, then obviously the content you sent them to didn’t match their expectations.
Understanding search intent in Ecommerce SEO can be a good way of assessing whether you’re meeting expectations.
This is one of those vanity metrics, which don’t mean anything from a commercial standpoint.
But they can be a clear indicator that you’re creating engaging content that your audience wants to see.
This is at least making you a known entity for later on when they do decide to buy.
A goal on a webpage is any action(s) that you’ve predetermined you want a visitor to take.
It doesn’t have to be a sale – although this should definitely be a goal.
It could be anything from signing up to an email subscription, filling out a form, downloading a guide or clicking through to your content page.
High goal completions are a good sign that your website is doing the job it’s meant to and convincing your audience to take the actions you want them to.
A lower completion rate is a sign that you haven’t made it clear what your audience is meant to do once they arrive on your website.
New vs returning users
How much of your traffic is coming from people who already know your brand and have been on your website before.
And how much of it is new customers who are visiting for the first time.
Comparing these numbers in your eCommerce SEO analytics is essential to assessing whether you’re increasing your awareness to a bigger audience, or if you’re just consistently bringing back the same people.
Returning customers can be a good indicator.
For big purchases especially, people are less likely to make a purchase the first time they visit a website.
If you’re bringing them back a second or third time, at least you know you’re still in the game and have a chance of making a sale.
But having too much of your traffic coming from the same people is a sign that you aren’t growing your audience, which could become a hindrance later on.
If you’re going to get more organic traffic to your website then you need to get your keywords ranking in search.
The higher you are in search when people are looking for your products or service, the more chance you have of getting more customers.
Makes sense doesn’t it.
Think about it. When was the last time, really, that you looked past page two on a Google search?
Or even got to page two in the first place.
Realistically, the majority of the organic traffic from search goes to the top three performers.
So you want to be keeping an eye on your keyword rankings over time.
If you’re struggling to see any increase in performance, it could be a sign that your content isn’t hitting the right SEO notes.
It could be that the keyword you’re going for is too competitive for you right now and you need to move focus to longer tail searches instead while you build some search authority.
Or, it could be a sign that you just haven’t given your Ecommerce SEO strategy enough time to have any real impact.
Remember, SEO is a long game and it takes consistency over time to start to see any real results.
If, though, after three or four months you haven’t seen any upward movement in your SEO performance, then it’s likely a sign that your strategy isn’t working.
Struggling to get results from your Ecommerce SEO strategy?
Getting results but wondering whether you could be doing better?
Get a free, no obligation, SEO audit from one of our expert SEO consultants.
Using our suite of analysis tools we’ll look at their website’s SEO health and provide you with a full report on where you’re performing well, and pinpoint any areas for improvement.