Interpreting data and making decisions based on it can be a challenging task, but let’s try to analyze the situation. From your analysis of the “Top Search Terms” report and the “Search Query Performance” report, you have identified that the top three clicked products for your selected search terms are experiencing low sales with a maximum conversion rate of 1%. However, in your PPC campaigns targeting the same search terms, you are achieving higher conversion rates ranging from 6% to 17%.
Considering this disparity, it’s important to take a closer look at the data and consider a few factors:
Product Relevance: Are the top three clicked products closely related to the search terms? It’s possible that these products may be capturing initial interest but failing to meet the specific needs or expectations of the customers, resulting in lower sales.
Competition Analysis: Assess the competitive landscape for the selected search terms. Are there other products in the market that are better optimized and more appealing to customers? Understanding your competitors’ strategies and product offerings can help identify areas for improvement or differentiation.
Listing Optimization: Evaluate your product listings for the selected search terms. Are they optimized with relevant keywords, compelling product descriptions, and high-quality images? Ensuring that your listings effectively communicate the value and benefits of your products can help increase conversion rates.
Pricing and Offer: Consider whether your pricing strategy and product offers align with customer expectations. It’s possible that customers are clicking on your products but choosing competitors’ offerings due to factors such as price, shipping options, or product variations.
To scale sales, here are some potential actions to consider:
Improve Product Differentiation: Analyze the top clicked products and identify areas where you can differentiate your own products. Focus on offering unique features, bundling options, or specialized variations to make your products stand out from the competition.
Refine PPC Campaigns: Review and optimize your PPC campaigns targeting the selected search terms. Continuously monitor keyword performance, ad placement, and bid strategies to maximize visibility and improve conversion rates.
Enhance Listing Optimization: Take a closer look at your product listings and optimize them further based on keyword research and customer feedback. Experiment with different images, product descriptions, and bullet points to enhance conversion rates.
Customer Reviews and Social Proof: Encourage customers to leave reviews and testimonials for your products. Positive reviews can build trust and credibility, influencing potential customers to choose your products over competitors’.
Expand Marketing Channels: Consider exploring additional marketing channels such as social media advertising, influencer partnerships, or email marketing to reach a wider audience and drive more sales.
I hope this helps.