Synopsis
During a three-week test period, Urban Style Direct increased revenue by 204.82% with help from Google Analytics professional service partner EpikOne and e-Commerce service provider MonsterCommerce.
Background
MonsterCommerce shopping carts dynamically generate .html search engine-friendly catalogs for online stores, complete with categories, sub categories, product groups, and products.
The HTML Catalog Generation pulls all of the relevant information; including titles, product names, and descriptions and strategically links them together for intuitive navigation and search engine friendliness. This feature allows niche keywords greater exposure to search engine indexing for better organic listings.
MonsterCommerce offers this service in 3 levels: Level 1, which is updated monthly and is bundled free with the MonsterCommerce service; Level 2, which is updated weekly and costs $24.95 per month; and Level 3, updated daily for $49.95 per month.
For this three-week study, EpikOne used Google Analytics to test and measure the performance of the Level 3 package on urbanstyledirect.com. Measurement focused on the following Key Performance Indicators: revenue, ROI, organic search traffic, qualified traffic.
Analysis
The first week represents the study baseline, one week before the Daily Catalog Generation Product was implemented. During this week, 888 visitors found urbanstyledirect.com using organic (i.e. unpaid) Google search. These visitors viewed an average of 6.83 pages per visit. The average per-visit value was 14 cents.
Daily Catalog Generation was implemented at the beginning of the second week. During the second week, 3700 visitors from Google organic search viewed 26,529 pages on urbanstyledirect.com, yielding an average of 7.17 pages viewed per visit. Average per-visit value rose to 21 cents.
During the third week, 3562 visitors from Google organic search viewed 27,249 pages, a further increase of 6.77% in average pages viewed per visit. This indicates an increase in the quality of the visitors. Revenue increased by 204.82%.
Conclusion
Using Google Analytics, EpikOne was able to show urbanstyledirect.com how to test and conclusively determine value from the MonsterCommerce product. Within the first two weeks of implementing the daily catalog generation, urbanstyledirect.com saw a marked improvement in revenue, ROI, and organic traffic.