Recently I gave a talk at the Ecommerce Expo at London ExCel centre, which I’ve summarised below:
eCommerce has become one of the world’s leading ways to buy everything from software to socks. Revenue generated by online sales tipped $5.8 trillion in 2023, and it’s expected that by 2027, this figure will reach $8 trillion.
In light of this, streamlining the structures of eCommerce sites has become essential for businesses of all sizes in order to generate strong revenue streams and meet their financial goals.
While the structure of eCommerce stores is vital for their success, many sites are still using the familiar tree structure, starting with the home page at the top, followed by primary product categories, subcategories, and other important information.
The challenge is that Google’s ranking algorithms view all these pages as equal. This means that the pages with the potential to make more money may be held back by those ones without it.
That’s why Artios uses data science applications to address this challenge, showing Google which pages are intended to generate income to maximise revenue generation potential.
Highlighting Revenue-Generating Pages
According to our research, fewer than 10% of the average eCommerce website’s pages generate more than 50% of their income. And, most URLs generate less than £250 in income per year. Our process uses data science from multiple data sources to identify asymmetries in clients’ eCommerce website architecture and directly address these challenges.
This provides a cost-effective solution that effectively stops search engines from expending resources on processing pages that don’t generate income. Instead, it redirects them toward the pages that make clients more money.
By increasing the priority of certain pages on a client’s site, we enable Google to focus on the pages that drive the most value. These pages are re-scored as high priority and, therefore, rank higher in Google’s search results, increasing the chances that they will be seen and visited by key target audiences.
Enhanced Value from Google Ads
Not only does our process increase Google’s focus on key income-generating pages and improve their visibility in search results, but it can also generate more value from Google Ads. The same high-ticket pages on a client’s website will also enjoy an increased Google Quality Score, resulting in higher-ranking ad positions without additional expense.
These insights will also inform paid search campaigns about where a website’s value lies from the perspective of online searches. Pages that lack search impressions may also benefit; being marked as high priority on Google allows clients to amplify their core messages and generate more search demand for their products and services.
Our Process in Steps
Our process, known as eCommerce Gold, follows a three-step approach to obtain key data and optimise eCommerce brands’ websites and online stores.
Step 1: Revenue Alignment Audit
The process starts with a revenue alignment audit, during which various data sources, such as Google Backlinks, Search Console, and Analytics, are used to identify the asymmetries drawing Google’s attention away from content and pages that drive business value.
This step enables clients to visualise revenue potential before spending any additional budget on search engine optimisation.
Step 2: SEO Audit
Next, we perform an SEO audit by analysing important data and insights. We work with our client’s teams to perform a comprehensive analysis of how a website can be optimised to prioritise pages with high income generation potential.
Step 3: Performance Reporting
We provide a comprehensive report on each website’s performance, along with actionable optimisation recommendations to boost target audience engagement, rankings, and revenue streams.
Primary recommendations include adding features like header menus and internal links to streamline Google’s page prioritisation efforts and increase clients’ income-generating pages’ ranking on SERPs.
Here’s how we applied these steps to one of our clients:
Case Study: Missoma
Missoma is a global luxury jewellery supplier based in London, specialising in sustainable metal jewellery products. When they came to Artios, the brand aimed to increase its organic search revenue to enhance its quarterly earnings.
We conducted global research on digital nomads with a 1.6 million sample size and delivered key insights on the most popular countries and their respective trends. Our team directly communicated with the client’s team regarding the potential revenue benefits of each recommended SEO optimisation approach. We also clearly defined the efforts needed and the prospective impacts of each adjustment to enable informed prioritisation of workflows.
Our data science-driven approach resulted in a 2.7x increase in traffic for the client within six months and doubled their revenue during the same period.
Other notable brands and businesses that have increased their traffic and revenues with our process include Lyst, Trivago, and Amazon.
Get The Data Science Difference
Artios’ data science-driven process enables Google to prioritise your eCommerce site’s key income-generating pages more efficiently. This ensures they rank high on search engine results pages and get noticed by your core target audiences.
This increase in rankings, specifically for money-making pages, drives an increase in both organic traffic and revenues, helping to maximise the performance of your eCommerce store and produce stronger bottom lines for your business.