A categorical assortment and a narrow assortment are not the same thing. If you sell hockey equipment, you cannot offer the buyer only EFSI sticks or CCM helmets. You will need to purchase Graf, Bauer, Reebok, and other brands. Otherwise, the client will have nothing to choose from, and he will look for what he needs on another site.
A sufficient range of products also affects the number of visitors and the volume of organic traffic. If a search engine finds many well-designed cards on your site, it will recommend you to users more often.
On average, well-optimized websites of the leading Ukrainian online store Prom bring 2-12 unique visitors to each product card. You can calculate the number of new orders from organic traffic. If 4 users visit each page monthly, the store has 100 products, and the conversion is 2%, then the calculation will look like this:
4 users * for 30 product advertising database names – 120 visitors to each product page * 2% = 2–3 orders monthly from organic search results.
We will increase the range to 500 items in the category.
4 users * 500 product names = 2000 monthly visitors to product cards. 2000 * 2% conversion = 40 clients from organic traffic.
Offer unique products
If you sell the same thing as all the stores, take the trouble to find some unique feature of your offer and indicate it in the description. Otherwise, you will get lost among the competitors.
Offering unique products
Consider the demand for the product
Try to focus primarily on consumer demand. Ideally, at least 80% of the product range should be popular with the target audience. Analyze frequently encountered search queries, identify typical models, and take the season into account. Focus on the most popular items.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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Over the past 7 years, we have conducted over 23,000 comprehensive website audits and I have learned that all of us as leaders need clear and working algorithms for our marketing and sales.
Today we will share with you 6 of the most valuable documents that we have developed for our clients.
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How to define your target audience without mistakes?
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