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 Sales 

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 SEO 

#2 to 1

#1 to 2

#3

#23 to 6

#10 to 7

#20 to 5

Uprising Competitor in SEO 

#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 

Obtain AMP thunder sign by further improving the speed of the site – this allows Whipped to be placed at more prominent position

Link Acquiring 

Media – obtain features and backlink from media and bloggers. Coverage from media (with strong DA) helps to increase Whipped’s DA.

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.

 

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 Industry 

  • 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

Facebook

Instagram

Google Display Ads

Email

2. Secondary Marketing Channel

GMB

Free

Google Shopping

Not Tested

Google Map

Facebook

High Impression

Instagram

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 people will leave your site or app without buying anything. 

This is an important group to retarget and bring them back to the site.

SEO Retargeting Campaign

User per month : 1,000 

Conversion rate : 3.0%

User not converted : 970 

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 : 500 

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% 
  • 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