The dynamics of traffic growth and a step-by-step description of all stages of sports goods website promotion, which resulted in 135% ROI (a financial ratio that illustrates profitability).
Analysis and audit
At the very beginning, we determined top-priority categories of the online store. The estimation was based on margin rate and the process of goods circulation from the manufacturer to the final consumer. After that, we analyzed competitors and planned the future work on online store backlinks. Then we performed an audit of website content and completed a list of recommendations.
The set of monthly tasks includes:
Content optimization and strategy development
The work on content was divided into several stages:
As the budget was limited and the online store managers and owners could not dedicate enough time to the online store promotion, every month we did only a part of the tasks on content. Based on the analysis of competitors we developed a strategy on linking mass.
For website contextual advertising we used the same priority categories as for search engine optimization.
However, during the work we faced the following problems:
These aspects influenced our decision to concentrate on the segments of brands and models which include transactional words. In addition, we chose categories and suppliers that more often had goods in stock. Hence, the promotional campaign was carried out as effectively as the external factors based on the client’s influence on the website allowed us.
Visitors per day from organic search
Online Store ROI
ROI ON SEO CHANNEL:Margin: 20%
ROI ON CONTEXTUAL ADVERTISING CHANNEL:Gross profit: 111,772 UAH * 0.20 = 23,154 UAH
TOTAL ROIGross profit without test purchases: