1. Seer Discovery Exercise and Presentation
prepared by Lawrence j. Bader

2. Outline What the Google Merchandise Store needs to know:
Overall Site Health
eCommerce Trends YoY
Organic Traffic vs Other Traffic
Paid Search vs Organic Search
Hot Content of the Week!
Recommendations

3. Overall Site Health, Pt. 1
The Google Merchandise Store has maintained a relatively steady stream of users and sessions over the past year.
However, the overall health of the site is unsatisfactory.
Although a few metrics have remained consistent during the past year, several other key measurements have either gradually or dramatically declined.
Because this site is primarily eCommerce based, two of its core metrics are suffering: Revenue and Conversion Rate.

4. Overall Site Health, Pt. 2
The website’s historical bounce rate, YoY, hovers around 40%.
But, a few key webpages are alarmingly high especially those in the site’s most critical area: shopping.
In the past 30 days, from October 27- November 25, 2018, bounce rates on the payment screen have been:
Below average in desktops – 60%
Petrifying in mobile devices – 100%!

5. Overall Site Health, Pt. 3
October 2018 suffered the largest drop in eCommerce metrics that the website has experienced in recent history
From October 1-November 25, 2018:
Revenue decreased by 45.6%
Conversion Rates decreased by 62.3%

6. eCommerce YoY
January 1, 2017 – September 30, 2017 vs January 1, 2017 – September 30, 2018
October 17, 2017 – November 25, 2017 vs October 17, 2017 – November 25, 2018
Total eCommerce revenue and conversions have experienced a gradual decline from 2017 to A dramatic drop was identified beginning October 17, 2018 that has negatively skewed the most recent’ years already substandard performance.

7. Organic traffic vs Other traffic
Organic Traffic Dominates
But Referral Traffic knows its role

8. Paid Search vs Organic
Due to its sheer numbers, organic search in 2018 has also generated 1,278% more revenue!
Paid search, in every form, and combined, do not hold a candle to the website’s organic search. In 2018 alone, organic searches acquired approximately 300,000 more users and almost 400,000 sessions.

9. This Week’s Hot Content
November 18-24, 2018
&
November 25, 2018

10. Recommendations
Improve Shopping and Payment areas of the online store in order to reduce the excessively high bounce rates and better funnel customers into product purchasing.
Identify and rectify the issue(s) that occurred between October that plummeted revenue and conversions.
Enhance paid searches. Although organic searches overshadow paid ones, the opportunity to increase overall traffic, conversions, and revenue can be easily done with the benefit of effective paid search.

11. THANK YOU!