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If you are like most companies, most of your organic search comes from branded terms, aka people who have already heard of your company. You can get a lot more insight if you filter out the branded terms and see how true prospects are finding you.

The how to:

 In the last post we talked about the benefits of adding customer reviews to your website, or opening the floor to customers on your various social media platforms. Open discussion can be a great thing; however, allowing for open commentary means just that – you’re allowing customers to speak openly, regardless of whether or not you like their opinion. You can hope for the best (“[X] product never leaves my side!” “I can’t live without my [X]!”), but as the adage goes, you must always be prepared for the worst.

 Take a moment to think about why customers come to your ecommerce site. Not HOW they get there (search engine, email, direct traffic…), but what their purpose is in doing so. Are they looking to buy something? Do they want further information on a product before they purchase? Often, it’s a combination of these two goals. And you should be able to meet them both - you (naturally) have the product for sale and copy describing the item. But for many people, that information may not be enough.