Underused Techniques and Neglected Metrics in E-Commerce


The creator’s views are completely his or her personal (excluding the unlikely occasion of hypnosis) and will not at all times replicate the views of Moz.

There are many spectacular ways or metrics that aren’t typically mentioned, not essentially as a result of they are not necessary, however as a result of it is easy to get locked into the rhythm of merely reporting on site visitors and gross sales.

To vary issues up, let’s look into another areas we will optimize to enhance the natural efficiency of e-commerce web sites, and a few underrated however helpful metrics that may enable you report on that efficiency.

Techniques to optimize and measure your e-commerce web site efficiency

Information scraping for search engine marketing and analytics

Information scraping could be very helpful if you wish to retrieve, or scrape, components from a web page for additional evaluation or optimization.

Most individuals know that you would be able to scrape frequent webpage components corresponding to publication date, creator identify, or worth, however what about extra particular facets of e-commerce web sites, and what can we use them for? Product pages have distinctive attributes that you would be able to scrape, corresponding to “add to basket” kind buttons and even product schema; under, I’ll discuss how one can scrape breadcrumb knowledge.

Scraping the breadcrumbs

In brief, breadcrumbs are a path that reveals customers the place they’re within the construction of an internet site, and they’re particularly helpful for navigation and inner linking.

Through the use of crawling instruments to scrape knowledge from the breadcrumbs, you’ll be able to have a extra full view of the location as a complete, and it means that you can determine any traits.

Beneath, you’ll be able to see that it is attainable to extract breadcrumb knowledge as a sequence of values through the use of XPath, and setting this up as a customized subject. This lets you see the information as a separate subject as soon as a crawl is completed.

Screenshot of breadcrumb Xpath.

Evaluating your web page templates

The everyday web page templates that you just’d anticipate to see on an e-commerce web site embody:

  • Homepage

  • Data pages (e.g. about us, supply data, phrases and circumstances)

  • Product pages

  • Class pages

  • Navigational touchdown pages

  • Blogs / guides

  • Cost / cart pages

  • Assist/assist space

A big e-commerce web site might have a major variety of product and class pages. These are the pages that generate essentially the most conversions and transactions, so it’s tremendously useful to know how one can break these down into extra manageable chunks.

For an internet site with thousands and thousands of pages, it’s virtually inconceivable to crawl the entire web site; your crawler will run out of reminiscence and area, or it may take weeks to complete, and that’s simply not possible for many of us. That is the place segmentation is available in. Segmenting your web site additionally means that you can concentrate on one space of the location earlier than transferring on to a different. 

A typical tactic for web sites the dimensions of Goal or Tesco is to concentrate on one class per quarter, after which transfer on to a different space of the location. It is by way of segmentation that they are ready to do that.

Segmenting product pages

There are lots of alternative ways you’ll be able to phase an internet site, and focusing in your merchandise may help you begin seeing enhancements in income earlier than in the event you had been to concentrate on different areas of the location. 

With product pages, an excellent tactic is to search for URL patterns, corresponding to people who finish in .html or comprise /product/.

It is also attainable to get extra dimensions out of your product pages by segmenting your merchandise by their inventory standing. Separating pages by whether or not or not a product merchandise is in inventory or not may help you identify:

  • How a lot site visitors goes to out-of-stock merchandise.

  • Whether or not availability and out-of-stock merchandise are affecting product conversion charges.

  • Get a granular view of what web page engagement metrics are affected by inventory availability.

When scraping this knowledge, you’ll be able to search for particular on-page components corresponding to lacking costs or an Unavailable / Out of Inventory message in your pages.

Screenshot of Screaming Frog configuration menu.

One methodology of doing this may be to extract the product availability property from a web site’s schema markup. In case you’re utilizing Screaming Frog, you’ll be able to entry the Customized Extraction function within the Configuration dropdown underneath Customized > Extraction,after which arrange your extraction guidelines.

Screenshot of Screaming Frog extraction list.

Segmenting class pages

Segmenting class pages means that you can discover any classes which have a whole bunch of merchandise and may gain advantage from being break up into subcategories.

Class pages do not at all times have particular URL patterns, and so they differ from one CMS to a different, however you’ll be able to look out for people who comprise /class/ or /store/. One other good choice is to search for distinctive attributes, corresponding to these with textual content exhibiting X of Y outcomes or pages with choices for sorting product outcomes.

Structured knowledge markup

We noticed earlier that you might scrape pages for cases of product knowledge to determine product pages. However earlier than we transfer on, we have to guarantee we perceive what structured knowledge or schema markup is and the way it can profit e-commerce web sites.

Product markup

Product markup supplies extra details about your merchandise instantly within the SERPs when your viewers searches for them. Product markup may imply your merchandise are extra eligible for wealthy outcomes, corresponding to carousels, photographs, and different non-textual components.

The product schema may look one thing like this:

Screenshot of product schema code.

As soon as added, product schema permits your viewers to see helpful details about your merchandise earlier than they even land in your web page, enhancing your CTR! We are able to see Walmart has added product schema to their merchandise within the two examples under:

Screenshot of SERP with Walmart product listings.

Star scores in search outcomes

The extra constructive opinions your merchandise have, the extra doubtless clients might be to go to your web site and purchase your merchandise, particularly when in comparison with your rivals.

Star scores might be pulled in out of your product markup by way of third-party instruments corresponding to Trustpilot or Reevoo, or from on-page buyer opinions.

Screenshot of SERP with Dell results that contain star reviews.

We see this when taking a look at these searches for Dell laptops. Realistically, which hyperlinks are you extra more likely to click on on as a buyer: these with excessive star scores or these with seemingly no ranking in any respect?

Optimizing crawl finances for e-commerce

There’ll doubtless be pages in your web site which are helpful to current clients, corresponding to thanks pages after inserting an order, logged-in account pages, and many others. Nonetheless, these pages received’t be an important for brand new customers seeking to discover you or your merchandise on search.

It prices Google money and time to crawl our websites, so they should finances accordingly. By managing this crawl finances, we information engines like google towards our most useful and important pages.


We need not index each web page on our web sites.

It’s completely acceptable to meta-noindex or disallow sure pages within the robots.txt file — in actual fact, it’s anticipated. It is because indexing every little thing may imply that Google may not crawl all of our pages, so they won’t index all of our content material. This might be an issue, because it may imply a few of our high-value, top-converting pages may not rank organically.

That mentioned, we shouldn’t be noindexing huge chunks of an e-commerce web site with out correct analysis. By noindexing enormous chunks, we’re lacking out on the rating potential for key search habits, e.g. places, product sizing, and many others.

Use of URL parameters

As customers or homeowners of e-commerce web sites, we’re doubtless accustomed to URL parameters. Widespread areas that we see these parameters embody:

Faceted navigation pages and product sorting choices are usually blocked in robots.txt recordsdata, however it’s a good suggestion to learn how a lot of these pages Google remains to be serving to searchers. We are able to do that in our chosen crawling instrument by deciding on the choice to disregard robots.txt guidelines. Alternatively, you’ll be able to phase touchdown web page session knowledge in Google Analytics by URLs with parameters to see what number of of these parameter pages are being served to customers. Then, the session knowledge might be used to point out what number of visits these pages are getting.

It might appear counterintuitive to do that, however these pages have a tendency to not have distinctive on-page content material, as they’ll have duplicated titles, headings, or physique content material, which suggests you might be lacking out on different, extra important pages rating for related key phrases.

Measuring web site velocity throughout templates

With massive e-commerce web sites, it does not make sense to easily take a look at one or two pages and take that as a web site velocity studying throughout the whole web site. Every web page template is constructed otherwise. One kind of web page can load sooner than one other — even when all different take a look at parameters are the identical.

Testing web site velocity throughout a number of web page templates

As mentioned earlier, there are various totally different template sorts that may make up a profitable web site. Testing a number of pages from every of those templates is really useful to get the most effective image of the load time efficiency of your web site.

A wonderful approach to do that is thru utilizing the PageSpeed Insights API and connecting it to Screaming Frog or utilizing cloud instruments corresponding to OnCrawl or Web site Bulb, which is able to take a look at the velocity of every web page in your web site because it crawls.

To do that in Screaming Frog, go to “Configuration”. In “API Entry”, choose “PageSpeed Insights”, and there you will notice fields to incorporate the API key.

Screenshot of PageSpeed Insights Account Information menu.

As soon as completed, within the “Metrics” part, you’ll be able to choose each the system that you just wish to monitor and the reviews, metrics, and many others., that you’re serious about extracting web page velocity data. Within the instance under, we have now chosen Crux Information and TTFB (Time to First Byte) and LCP and FCP knowledge. Though the crawl might take longer to finish, this data ought to now seem alongside the URLs within the closing crawl.

Screenshot of PageSpeed Insights metrics menu.

Selecting your testing location

There are numerous instruments you should utilize to check your web site velocity, corresponding to PageSpeed Insights, WebPageTest, and GTmetrix, and most of those do help you set your testing location.

It is necessary to check your e-commerce web site from a location near the place your knowledge centre is situated (the place your web site is hosted), in addition to one that’s additional away. Doing this allows you to get an thought of how your actual clients are experiencing your retailer.

When you’ve got a CDN put in, corresponding to Cloudflare, that is additionally helpful, because it means that you can see how a lot of an impression the CDN is having in your web site and the way it helps your web site load extra shortly.

Wherever you determine to check from, bear in mind to maintain these places the identical every time you take a look at so you will get correct outcomes.

Understanding caching and the way it influences web site velocity

In case your e-commerce web site has caching put in, it’s much more necessary to check your pages greater than as soon as. It is because, on the primary take a look at, your web page might not have loaded over the cache but. As soon as it does, your outcomes will doubtless be a lot sooner than what you noticed in your first take a look at.

With or with out caching put in, I might suggest testing every web page template round 3 times for each cell and desktop units to get an excellent measurement after which calculate the typical..

Widespread e-commerce web site errors

Understanding the frequent issues that e-commerce web sites make is effective for studying tips on how to keep away from them by yourself web site, as the explanations some ways stay underused come down to those errors.

Faceted navigation for e-commerce

No matter your e-commerce web site sells, it must be straightforward to navigate, with wise menus and navigation choices that clearly inform guests what they’ll see after they click on.

Screenshot of boohoo faceted navigation menu.

You possibly can see this on the Boohoo web site, a outstanding vogue retailer within the UK. This picture reveals the ladies’s clothes navigation, however you’ll be able to see how it’s damaged down by kind of clothes, clothes by event, color, how they match, and even by present vogue traits. Customers are capable of navigate on to the subcategories they want.

Good web site structure issues

The significance of excellent structure can’t be underestimated and must be centered across the core actions you need folks to finish. Ideally, it could be finest in the event you tried to arrange a web site with the homepage, adopted by the following classes, subcategories, after which the merchandise beneath.

Illustration of website structure layers.

Boohoo has adopted this similar ideology with their structure — as traits change and new traces of clothes are added, they’ll shortly broaden and edit the structure as wanted.

Retaining it easy and scalable is the important thing to organising good structure. As your retailer grows, you’ll doubtless add extra classes and merchandise, so that you want to have the ability to do that effectively. It’s best to try to hold necessary pages lower than three clicks from the homepage and implement key phrase analysis processes to create extremely related web page URLs and subdirectories.

You need folks to purchase your merchandise, so do not make it tough for them. You possibly can then produce other areas on the location for content material silos and blogs that hyperlink to the varied classes and merchandise across the web site.

Creating efficient product pages

The product web page design should not detract from the buying expertise, and the product data must be as “pleasant” and accessible as attainable.

Attempt to use the product data you will have accessible in your Product Data Administration (PIM) system. Be certain that your sizes, measurements, colours, costs, and different particulars are straightforward to search out, learn, and perceive. These particulars are much more very important in the event you occur to promote merchandise that others additionally supply. In case you’re not together with any sizes, however your rivals are, you are rising your probabilities that potential clients can select to purchase from them as a substitute. In case you’re concentrating on a number of international locations, take into account whether or not you must embody your measurements in imperial, metric, or each. Data must be localized the place related.

Some prime methods to make sure you at all times embody sufficient data and keep away from skinny content material in your product pages are to:

  1. Begin with a 50-100 phrase introduction: Take into consideration what the product does and who wants it? A technique to do that might be seen within the instance from Apple under.

  2. Record the important options and technical specs in bullet format.

  3. Embrace a “deep dive” part: Write an in depth product description with use circumstances, related awards the product might have received, advantages of the product, photographs of the product in use, and any FAQs.

  4. Make use of user-generated content material corresponding to buyer images and opinions.

  5. Finish with a 50-100 phrase conclusion: Summarize the product and use a name to motion to encourage your clients to make the acquisition.

Screenshot of Apple Watch product listing.

Together with sufficient data might be the distinction between whether or not or not you make the sale or whether or not a buyer purchases from a competitor.

Using FAQ content material to promote extra merchandise

Folks undoubtedly have questions on your merchandise. If clients cannot discover the solutions they want in your web site, they’ll search elsewhere. They’re doubtless to purchase from that web site after they discover the solutions.

You possibly can rectify this by having a common FAQ part in your web site. That is the place you’ll reply questions on web site safety, transport and return insurance policies, and many others. Relating to product-specific questions, these must be answered on the product pages themselves.

The necessity to monitor out-of-stock merchandise

There might be many the explanation why a product is out of inventory, but the web page remains to be dwell on an e-commerce web site, together with:

Finally, out-of-stock merchandise can result in buyer frustration. Unhappy clients and a poor person expertise — on prime of the search engine marketing implications of so many unuseful pages — lead to fewer purchases and, finally, a poor-performing e-commerce retailer.

In abstract

There are lots of ways in which the efficiency of an e-commerce web site might be optimized and analyzed, and these are just some. Whereas they might be much less frequent, they’ll help you get extra knowledge, which, as soon as acted upon accordingly, may help you to outperform others in your market.


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