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Our website development team can provide all sorts of web services, from page creation to building a site from scratch. One of the ways we improve how sites operate is through a deep understanding of site analytics and data application at every step. This approach has been particularly effective in today’s case, an Eastern European Xiaomi electronics reseller.

The company was looking to boost its presence in its region. Being heavily localized to their Eastern European bloc, they had very specific needs and a specific niche. As a result, their website needed precise data collection and data reviews to suit their unique position. In effect, this meant creating a plan for regional targeting.

Our strategy was to implement multiple forms of Site Analytics, using internal stats (google analytics, google tag manager, hotjar, Google Search Console, Google My Business) and external stats (Semrush Tracking, Google Lighthouse, SERP Tracking), and social media pixel data (Facebook, Instagram, Linkedin). Outside of the landing page, our team improved the storefront, the overall UX and UI, and developed a procedure for regular data collection specific to the region the company operates in. By the end of the implementation process, the company became the number one Xiaomi seller in their area, frequently topping Google’s regional SERP for a number of crucial items.

Client Background

The client was a Lithuanian company operating as an online reseller of Xiaomi electronics. They sell a wide variety of products including cameras, cellphones, routers, and some non-electronics goods. Their storefront and website had been active for a while but needed quite a few adjustments to operate at optimal efficiency. As a business it operated like any other storefront, offering electronics for order via their webpage.

Their retail store is entirely regional, operating in the Lithuanian language primarily. Aside from the language barrier, this made site analytics fairly straightforward, as there were far fewer variables to take into account, but similarly made researching slightly more difficult (due to low information sources from the region). It also led to more language specific style of operation, where our experts had to make sure every aspect was adapted to Lithuanian language-standards properly.

Our first step was to calculate the effectiveness of current practices and identify the gaps. In this case, it was important to check all areas where customers interacted with their storefront, website in general, and checkout pages. Monitoring channels, campaign content, social media, landing pages, and search engine analytics to identify the gaps.

We were also working with the company on implementing SEO improvements, which were also crucial to raising their digital marketing presence. In tandem, these methods boosted their presence within their local region, allowing for the company to truly make best use of its storefront.

Site Analytics Monitoring Process

The gaps that our team was identifying went beyond simply SEO and looked at conversion rates in-depth. Our team was measuring conversions and what specific keywords and channels were performing well. We set up an infrastructure for monitoring performance in terms of sales and ROI.

We also looked into how people were arriving at the page, so as to measure the rates of organic traffic and searches. Alongside this, it was important to implement measures that would boost sales performance. To achieve both these ends, it was crucial to creating e-commerce tags using high-performance keywords.

Our team was measuring, organic, referrals, social media, direct sales and email. The website audit and social media analysis showed that there were numerous areas for growth. Most areas (SEO, email campaigns, organic searches etc.) needed a more focused and data-based approach.

Practical Site Analytics Improvements

After the audit, it was clear that the website needed better tracking and implementation, so it was a matter of sprucing it up. We began working on the website with key rules for web design in mind. Keywords, tags, and page speeds were a priority as these are the usual suspects in lagging website performance. Another major check was for device data, looking to improve mobile and tablet stats.

Being a Xiaomi reseller, the company’s core brand and online tags were directly tied to another brand. This meant that the site and landing page needed to reflect this. Keywords and images on the landing page needed to give the consumer an immediate sense that they landed in the right place. Google analytics, Facebook pixel, and LinkedIn pixel had given us data about how people were finding the site and where they trail.

From there we were able to derive seed keywords and related words, which expedited the process. Simultaneously, the page needed to load fast to reduce the bounce rate. Improving page speeds while retaining user experience meant compressing images, caching, and monitoring coding times. We’ve written about these measures and more in previous articles, so in summary: page speeds improve SEO, UX, and analytics standards.

Results

Fig. 1 – Campaigns produced better CTRs

Any future website analysis would show immense improvements to the client’s performance metrics. Organic searches now composed 46% of traffic to the site, with email being over 26%. Not only did our adjustments improve rates of visitors, but they also established returning visitors. This was particularly pronounced in the statistics for tablets and smartphones.

Fig. 2 – Growth in impressions

CTRs were remarkably better and climbed especially high during campaigns and product launches. The client was capitalising on new products that were introduced into the store. Increased sales, naturally, came with the higher level of clicks and impressions.

Fig. 3 – Massive spike in results during marketing campaign period

The client has enjoyed continued success since then and we made it easier to implement future improvements using the new digital frameworks we set up. Currently, they are seeing a very high amount of organic searches, making their overall ROI on digital marketing very high.