I was talking with a client about last week’s show, and he mention the video’s title.
“4800 percent, seriously?”
He accused me of loving tabloid headlines, and I told him that I preferred the term clickbait! He made his point, because we were talking about revenue increase in Bing, created by changing links on a page. This week, we’ll continue on, but I’ll be less ‘tabloidy’.
We made changes to links last Thursday, and totalled up three days of data. We compared it year on year, because the client is in a seasonal business. After that short amount of time, we found a 184% increase in revenue on mobile. We’ve only increased mobile traffic by 19%, which isn’t a lot, and they were suffering from Google quality updates.
We started to focus on trying to get more revenue in, so we heat mapped the site to find out where the users were going. Using that data, we made changes to make it easier for users to make a purchase. We looked for the highest traffic key phrases that lead to the most popular pages, and then added an extra link in the navigation menu to make it easier for users to find those two pages.
It’s all about the user experience. Get your site search in order by taking the most popular items and placing them in the navigation menu to make them easier for users to find. Because when they find these items quickly, they’re likely to buy more of them.
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Jim Stewart is a leading expert in search engine optimisation. His business StewArt Media has worked with clients including Mars, M2 and the City of Melbourne.
