August 7, 2013

Ecommerce case study – 30% increase in pages per visit

Introduction

Based in Portsmouth, PSouth is one of the biggest installers and distributers of Permaroof roofing solutions.

At the time of initial contact with client, the business had been growing rapidly mainly by the way of repeat business and referrals from existing clients. PSouth wanted to take this one step further by adding E-Commerce capabilities to the existing website and increase traffic to the website via Search Engine Optimization (SEO) and Google AdWords.

Analysis

Further to client discussions, competitor research and a review of the type of products that would be sold online, flow20.com identified the following that would play a key part in the campaign:

  • Due to the bespoke nature of the products sold, the E-Commerce platform should allow users to customise the product in size depending on their individual needs
  • Identification of the correct search terms which would generate traffic to website not just from the trade but from private customers as well
  • Just like any other project we take up, to maximum Return on Investment from SEO,

Analysis

Further to client discussions, competitor research and a review of the type of products that would be sold online, flow20.com identified the following that would play a key part in the campaign:

  • Due to the bespoke nature of the products sold, the E-Commerce platform should allow users to customise the product in size depending on their individual needs
  • Identification of the correct search terms which would generate traffic to website not just from the trade but from private customers as well
  • Just like any other project we take up, to maximum Return on Investment from SEO,  having the essential lead-generation tools would be very important

Results

Within 9 weeks of the E-Commerce functionalities going live and within 12 weeks since the start of SEO and Pay Per Click campaign the website began seeing a healthy uplift in traffic levels.  As importantly, the visitor engagement rates had gone which meant less Bounce Rate (single page visits) and time on site increased.

  • Pages per visit average increased from 2.92 to 3.85, an increase of 30%

  • Average visitor time spent had increased from 2min 54 seconds to 3min 25 seconds

The above metrics help understand website performance and are especially important for E-Commerce websites.

  • SEO accounted for 80% increase in visitor traffic levels
  • Pay Per Click accounted for 130% increase in visitor traffic levels
  • Total increase of traffic by 210%

Please note – flow20.com was not responsible from the design of this project but only the back end development and SEO.

We hope you find this post useful in understanding the incredible power of Search Engine Optimization and good web design in helping Ecommerce websites succeed.  If you have a project you’d like to talk to talk to us about,  call 0208 1500 294 or email create@flow20.com.