Website Analytics
User Traffic Chart
Monthly Sales Chart
*March 15 2019 – April 29 2020
Total Users
9,883
Page / Session
4.22
Avg. Session Duration
00:03:31
Total Pageviews
74,400
Bounce Rate
37.03%
E-commerce Analytics
*Jan 1 2019 – March 31 2020
Total SalesĀ
RM58,804.39
Total Order Placed
469
Average Ecom Conversion Rate
3.2%
Average Order Value
RM 145.43
Categories Cake Sold
Asian Inspired
186
Chocolate
163
Western
119
Cheese
71
Cupcakes
29
Most Popular Cake
| wdt_ID | Top Seller | Cake Sold |
|---|
Least Popular Cake
| wdt_ID | Cake | Number |
|---|
Top 10 Main Keyword Ranking
| wdt_ID | Keywords | Avg Ranking | Monthly Searches |
|---|
Keywords Ranked
2018 Keyword Ranking
546
2019 Keyword Ranking
1,538
2020 Keyword Ranking
2,116
Full List of Keywords Table
| wdt_ID | Search Query | Clicks | Impressions | CTR | Average Position |
|---|
Competitor Analysis
Top Competitor in SEOĀ
#2 to 1
#1 to 2
#3
#23 to 6
#10 to 7
#20 to 5
Uprising Competitor in SEOĀ
#15
#10
Competitor Monthly Brand Search
Brands with high number of direct searches
| wdt_ID | Brand | Monthly Searches | Year |
|---|
SEO Challenges
Unexpected Result – Brands with Two Websites
Cake Rush
Flower Chimp
Eat Cake Today
PBN Players
Flower Chimp
Cake Rush
Rising Competitors
Rising competitors with strong existing Domain Authority (DA) – Delectable and Food Panda
Area of Focus in SEO
Increase Number of Back Link
- Number of backlink needs to be expanded to strengthen the DA
- Current DA is 15 – require a slight push to increase to 20
Number of Product and Campaign
- Google SEO reacts directly to the number of campaign and product that are placed at the website
- More campaign = higher ranking
- By campaign we main traffic from different directions, hence retargeting campaign needs to be run to bring in traffic from different channels
Google AMP ā”
Obtain AMP thunder sign by further improving the speed of the site – this allows Whipped to be placed at more prominent position
Link AcquiringĀ
Content Development
Develop viral and sharable content to attract readers, e.g: article about Cafe with Best Cakes in Town to feature brands that Whipped supplies to, in return obtain backlinks from these brands.
Ā
Google My Business
Date range : Nov 2018 – to April 2020
Search Trend: Cake Shop Near Me
Search Trend: Food Delivery
Google My Business Growth Chart
Increasing User in Google Maps turned GMB into important channel in Food IndustryĀ
- Highest User search on Dec 13,000
- 50% growth between Oct to Nov
Total Searches
99,747
Number of times customers found this listing by searching on Google Search or Maps
Direct searches
9,558
Number of times customers found this listing by searching for the business name or address on Google Search or Maps
Discovery searches
90,189
Number of times customers found this listing by searching for the category, product or service on Google Search or Maps
Total Views
122,633
Number of times this listing has been viewed on Google Search or Maps
Search views
59,884
Number of times this listing has been viewed on Google Search
Maps views
62,749
Number of times this listing has been viewed on Google Maps
Total Number of Action Taken : 2,055
2.06% x 99,747 Total Searches = 2,055
Conversion rate for GMB is 2.06%
Action: Visit Website
1,008
Number of times customers have visited the website from this listing
Action: Direction
920
Number of times customers have requested directions from this listing
Action: Phone Call
127
Number of times customers have called the business from this listing
Area of Focus
1. Main Marketing Channel
(Traffic Aquisition) This Section focused on bringing in new users
SEO
High Conversion / ROI
PPC
High CTR and Average ROI
Retargeting Channel
(Conversion) This section improve conversion by showing ads to customer that have visited the our site via multiple channel
Google Display Ads
2. Secondary Marketing Channel
GMB
Free
Google Shopping
Not Tested
Google Map
High Impression
High Impression
3. Other Marketing Channel
Explaination on why secondary channel: - higher cost and low conversion
Food Delivery
Not Tested
Affiliate Program
Not Tested
Increase Sales via Retargeting Campaign
According to Google Analytics 96.7 % of peopleĀ will leave your site or app without buying anything.Ā
This is an important group to retarget and bring them back to the site.
SEO Retargeting Campaign
User per month : 1,000Ā
Conversion rate : 3.0%
User not converted : 970Ā
Retarget Campaign on 970 user which left the site
Retargeting Conversion = 0.5% – 5%
Cake Sold = 5 – 48 Cakes
SEO Retargeting Cost: RM 500 ( Target All)
PPC Retargeting Campaign
User per month : 500Ā
Conversion rate : 1.2%
User not converted : 494
Retarget Campaign on 494 user which left the site
Retargeting Conversion = 0.5% – 5%
Cake Sold = 3 – 25 Cakes
PPC Cost: RM 800
PPC Retargeting Cost: RM 200
Customer Flow in Retargeting Campaign
User found Whipped via SEO / PPC
Visited several web pages but did not purchase
Customer saw facebook our Facebook Ads with RM15 Coupon for First Time Use
Custome click in through the Ads and re-visit our site again
Purchase
Digital Channel Calculation
Calculation are base on general F&B industrial report and survey
| wdt_ID | Channel | Ad Spend | Impression | CTR | Clicks | Conversion | Cake Sold | Total Sales |
|---|
April Analytics Affected Score
Number of Product Available Affected The Bounce Rate and Sales
Increase in Cake Order Opportunity to sell more
- Highest amount of Users compared to other months
- Number of Users will continue to increase in May
Affected Score due to lack of Cake Choices
- Increased in Bounce Rate by 15 – 20%Ā
- Drop in Average Session Duration by 40%
2020 - 2021 Goals and Target
Target for SEO Traffic = 2,000 User
Target to increase by 100%
2,000 Monthly Traffic Target
Target for SEO Cake sold = 55 per month
Target for PPC Cake sold = 25
80 Cake Sold Target