Discovery Report for Your Brand

Shopify Review

The analysis of your Shopify site indicates it is largely free from technical issues, offering a solid foundation for e-commerce operations. However, to enhance site functionality, user experience, and compliance with privacy laws, several areas require attention. Below is a structured overview of the identified issues, including app reviews, with recommendations for resolution categorized by the estimated effort for implementation.

Effort Classification

• ⦿ Easy Effort: Implementation - 1 hour
• ⦿⦿ Medium Effort: More Involved – 2 – 4 hours
• ⦿⦿⦿ Difficult: Challenging – 8 – 10 hours

Status Indicators

• ✅ Configured : Implementation - 1 hour
• 🧠 Needs Work : More Involved – 2 – 4 hours
• ❌ Not Configured : Challenging – 8 – 10 hours

Identified Issues and Recommendations

Analytics Review

Document / Report Links

• Revenue Sources Analysis
• Traffic Trends and Paid Search Impact
• Reporting Enhancements
• SEO Performance
• Email Marketing Effectiveness
• Conversion Rate Concerns
• Audience Retargeting
• Event Tracking Expansion
• Configuration Check + Suggestions For Improvement
• User Acquisition Report
• Purchase Journey Report
• User Acquisition Journey (Conversion Rate Optimization)

Detailed Analysis

The analysis of your website traffic offers insightful revelations that necessitate a more structured approach towards your digital analytics and marketing strategies. The findings underscore the importance of refining our reporting mechanisms to enhance transparency and discernibility of effective versus ineffective channels. Here’s a more comprehensive breakdown:

Revenue Sources Analysis

Our data reveals that direct traffic stands as the predominant revenue generator, followed by organic search, with previously active but now discontinued Google Paid campaigns ranking third. This highlights the critical role of direct engagement and SEO optimization in driving your financial success. Notable mention here is Google Shopping, you should focus your efforts here as well. Organic social is driving a small amount of revenue.

Traffic Trends and Paid Search Impact

There has been a noticeable decline in traffic over the past 90 days, largely attributable to the cessation of paid search campaigns. This correlation underscores the significant impact of paid search on driving traffic and necessitates a reevaluation of your paid search strategy.

Reporting Enhancements

Your current reporting framework lacks the comprehensive depth required for actionable insights, suggesting a need for additional reports. This will ensure that critical data, which is currently challenging to access and analyze, is readily available for strategic decision-making.

SEO Performance

Contrary to the overall traffic trend, organic search traffic has seen an uptick in the last 90 days. Detailed insights can be found in the SEO report, indicating the effectiveness of our SEO strategies and identifying areas for further optimization.

Email Marketing Effectiveness

Analysis of newsletter and email marketing efforts, particularly within pre-purchase flows such as win-back and add-to-cart, shows an absence of conversions. Transitioning these efforts to a more sophisticated platform like Klaviyo could enhance their performance by leveraging advanced targeting and segmentation capabilities.

Conversion Rate Concerns

The conversion rate has been identified as suboptimal. A detailed report is available for review, and a comprehensive discussion is scheduled to delve into the underlying issues and strategize on improvement measures.

Audience Retargeting

There’s a critical need to configure precise audiences for retargeting, especially for abandoned cart users and other significant event types. This targeted approach is essential for re-engaging potential customers and maximizing conversion opportunities.

Event Tracking Expansion

Our current setup lacks tracking for several key events, including newsletter sign-ups and custom events. Establishing these additional event trackers will enrich your data collection, providing a fuller picture of user engagement and identifying new opportunities for optimization.

Summary

This deep dive into our website traffic and analytics uncovers several areas for improvement, from enhancing our reporting infrastructure to refining our marketing strategies. By addressing these areas, we can better understand our audience, optimize your digital presence, and drive revenue growth.

Top Reports Summary

SEO Review

Our comprehensive SEO review encompassed multiple areas critical for optimizing our website's visibility and performance in search engine results. This section presents our findings and outlines actionable recommendations to enhance our SEO strategy.

Reports

Google Search Console Integration

Status: Completed

Observation: Integration with Google Search Console has been successfully completed, ensuring we have access to valuable data on how our site is indexed and how it performs in Google search results.

Crawl Report Analysis

Status: Completed

Recommendation: Adherence to best practices for redirects is crucial, especially when creating new products or deleting old ones. Proper implementation of redirects will prevent broken links, improve user experience, and maintain link equity.

Search Term Report Insights

Status: Completed

Findings: Analysis reveals that the majority of clicks are derived from searches for your brand name, with very few clicks coming from non-branded search terms.

Recommendation: Enhance our SEO strategy to target a broader range of relevant search terms, increasing visibility and attracting more organic traffic from potential customers not already familiar with your brand.

SEO Technical Audit

Status: Issues Detected

Details: The audit identified resolvable issues primarily related to the merchant center and overall site visibility.

Action Steps: Addressing these issues will require targeted adjustments, focusing on improving the merchant center's integration and optimizing our site's visibility in search results.

Meta Title Tags

Status: Needs Improvement

Recommendation: Meta title tags are pivotal for SEO and user engagement. Crafting keyword-rich, engaging title tags for each page will improve our visibility in search results and attract more clicks from potential customers.

Meta Descriptions

Status: Needs Improvement

Recommendation: Meta descriptions should be compelling and contain relevant keywords. Enhancing our meta descriptions will not only improve our search engine rankings but also increase the click-through rate from search results.

Structured Data Implementation

Status: Errors Detected

Issue: A few products have been flagged for errors in their structured data, affecting our products' visibility and presentation in search results.

Resolution: Promptly addressing these errors by correcting the structured data markup will ensure our products are accurately represented in search results, enhancing visibility and attracting more qualified traffic.

Ad Account Review

Our recent review of the Google Ads account, as discussed in our previous conversation, reveals insightful details about our current advertising strategy and its effectiveness in achieving our marketing objectives. This analysis focuses on budget allocation towards branded search terms and the performance of prospecting campaigns aimed at acquiring new users.

Budget Allocation to Branded Search Terms

Observation: A significant portion of our advertising budget, approximately 50-60%, is allocated to branded search terms. Branded search terms are keywords or search phrases that include our brand name or variations of it, such as “brand” or “brand name”. These terms indicate a searcher's intent to find our specific brand, demonstrating a high level of brand awareness or interest.

Implication: While investing in branded search terms capitalizes on high intent to drive conversions, this substantial allocation suggests a potential opportunity cost. The emphasis on brand-specific searches may limit our exposure to new audiences and restrict our ability to capture additional market share through non-branded searches.

Prospecting Campaign Performance

Finding: The prospecting campaigns, designed to acquire new users, have not met their conversion goals. These campaigns aim to expand our reach beyond existing customers and those already familiar with our brand, targeting potential customers who have not yet interacted with us.

Analysis: The shortfall in achieving the set conversion goals for these campaigns may be attributed to several factors, including but not limited to:

• Inadequate budget allocation, overshadowed by the spending on branded search terms.
• Suboptimal targeting strategies that fail to effectively engage the intended new user segments.
• Insufficiently compelling ad creative or value proposition that does not resonate with the prospecting audience.

Recommendations

Rebalance Budget

Consider adjusting the budget allocation to provide more resources towards prospecting campaigns. This rebalancing should aim to strike an optimal balance between capitalizing on high-intent branded searches and investing in the acquisition of new users through non-branded searches.

Optimize Targeting

Review and refine the targeting criteria for prospecting campaigns to ensure they are accurately reaching potential new customers. This may involve utilizing more detailed audience insights, lookalike audiences, and more specific keyword targeting to improve relevance and engagement.

Enhance Ad Creative

Evaluate and refresh the ad creative and messaging used in prospecting campaigns to better appeal to the target audience. A/B testing different creatives and value propositions can help identify what resonates best with potential new customers.

Performance Monitoring

Implement a rigorous monitoring and analysis framework to closely track the performance of prospecting campaigns post-adjustment. Regularly reviewing key performance indicators (KPIs) will enable timely optimizations and adjustments to ensure campaign objectives are met.

Summary of Ad Account Review