Between clickstream and holistic analysis
Posted: Tue Jan 07, 2025 3:33 am
Try to observe, then, the following table, taken from a Google Analytics report that shows the sales channels of an e-commerce site as dimensions and, next to them, the economic metrics relating to sales for each channel.
E-Commerce sales by sales channel
(Click on the image to enlarge)
Reading the data, as you can see, leaves no room for doubt: the website we are analyzing is healthy, with a strong and acquired brand awareness.
The direct channel is the master: over 70% of the site's conversions come from there, and the same percentage of revenue.
Any sensible entrepreneur, if he had to decide which algeria phone number costs to cut to improve the margins of his e-shop, with numbers like these would have no doubts: he would immediately reduce all costs related to SEM, advertising and - probably - SEO, given that organic search does not generate more than 15% of the overall revenue.
Or maybe not?
Let's try to answer this question by looking at the table below.
E-commerce: attribution of sales according to the last non-direct contact
(Click on the image to enlarge)
In the case of this e-commerce site, organic search is the master: it generates almost 45% of the site's revenue, followed by traffic from referrals. The margin of direct traffic is small: only 16% of conversions come from that channel.
E-Commerce sales by sales channel
(Click on the image to enlarge)
Reading the data, as you can see, leaves no room for doubt: the website we are analyzing is healthy, with a strong and acquired brand awareness.
The direct channel is the master: over 70% of the site's conversions come from there, and the same percentage of revenue.
Any sensible entrepreneur, if he had to decide which algeria phone number costs to cut to improve the margins of his e-shop, with numbers like these would have no doubts: he would immediately reduce all costs related to SEM, advertising and - probably - SEO, given that organic search does not generate more than 15% of the overall revenue.
Or maybe not?
Let's try to answer this question by looking at the table below.
E-commerce: attribution of sales according to the last non-direct contact
(Click on the image to enlarge)
In the case of this e-commerce site, organic search is the master: it generates almost 45% of the site's revenue, followed by traffic from referrals. The margin of direct traffic is small: only 16% of conversions come from that channel.