A gift

Flip the coin - generate traffic via smart purchases

A gift

With previous experience in international purchasing and product strategies, the product has always been in focus, the right product (hopefully) at the right time has previously been the watchword that one had to follow due to a lack of information.

Dusty area becomes incredibly exciting

Instead, purchasing in combination with data analysis in e-commerce now has conditions that B2C trade in most other traditional channels does not have. The easy access to almost perfect data both about the customers (the payer) and their purchasing behavior, but also a very transparent market means that external data is relatively easy to obtain. This makes an otherwise very dusty work area incredibly exciting and also profitable, since to a large extent all data processing in e-commerce aims to increase the conversion rate in various ways.

Many e-tailers already work with the analysis of different types of data from a traffic generation perspective to optimize the structure of the page or buy the right words, the most common tool in the box is Google Analytics which is often used to search optimize the page and work with volume and relevance for different keyword.

Look at it from a purchasing perspective

What is often forgotten or focused on too little in the amount of data that can now be obtained, is the traditional analysis from a purchasing and sales perspective. You miss the basic analysis of the range as you usually instead look at what you have and how to make the search better on the existing portfolio. If you therefore instead flip the coin and look at the same analysis (volume/relevance) from a purchasing perspective and look at what is requested (searched) by the most people, you get a conclusion on what should be presented in the product portfolio on the page.

"Instead of focusing on the right keywords for your products, focus on the right product for your keywords"

With limited resources, you have to compare different options in order to prioritize brands or products that you add to the site, this analysis becomes a way to identify the "right" assortment from a traffic perspective.

Think a little about the meaning, by building up new powerful assortments with a large search volume instead of trying to search optimize an assortment that is already worse from the beginning, you affect the conversion on all levels. The effect is equivalent to building a highway through the usual conversion funnel when you create a more attractive assortment within the category of products that customers are actually searching for and interested in.

Read article at ehandel.se

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