How to squeeze the maximum traffic for an online store?

How to squeeze the maximum traffic for an online store?

More and more often I discuss organic with clients. More precisely, how to squeeze the maximum out of Search without constantly increasing the budget.

I will analyze using the example of the company Bluesleep (they produce sleep products)

What are Yandex Products

A free analytical platform for online stores and a tool for increasing sales from Search. Through it, you can manage how product cards look in Search, work with data, and increase CTR. And get the status of an official store in Search — an additional trust factor. And we know that trust in e-commerce directly affects conversions.

What is the essence of the approach

Alexander Petrov, CMO of Bluesleep, said a great thing in an interview for the project “It's Organic” — if we don't measure a metric, we don't manage it. Their team focuses on systematic work with search: they analyze demand and user behavior, expand the assortment based on data, regularly update product feeds, and track which offers get more impressions, clicks, and orders.

Even seemingly simple things like adding information about delivery methods for all regions lead to growth. For example, if previously a user in Moscow saw how to get a product, but in Syktyvkar — did not, then after adding this information, offers began to appear more often and receive more clicks and orders in this region. Plus, analyzing popular products helps make decisions about expanding the assortment — for example, releasing a new version of a product in a different color if the current one shows high CTR and demand.

If you're interested in how their analytics is structured and which specific actions had an effect — I recommend watching the interview on the project website «It's Organic».

And be sure to check out other online store cases — they practically show how Yandex Products and Search help increase organic traffic and sales without increasing advertising budgets.