The value of Unbranded Traffic
Google Analytics is still the unsung hero with regards to being the tool of choice to improve the performance of eCommerce websites. Without it, it’s impossible to truly understand how your website is accommodating your customers or “first timers”. With the hundreds of reports available in Google Analytics, where do you start? Answering this could take awhile, so instead, its best to focus on the philosophy of the type of reports you should be looking at which can tell the story of if your site is working or not. It’s those reports which show the performance of Unbranded traffic.
Unbranded traffic is visitors who come to your site via Google with a specific need in mind. They have no preference for a brand and are looking for a product or service. I am not talking about a brand of a particular product, its the brand of the retailer. Unbranded visitors are retailer neutral. If you are Harvey Norman, you would be interested in visitors who came to the site typing “iPod”, or “LCD TV’s”, or “Laptops” into Google: terms without the Harvery Norman name as part of the keyword. To be clear, “Harvey Normon iPod” is classified as branded traffic. It is always very interesting to review those visitors who type “Harvey Norman” into Google (Branded Traffic), but this traffic will never provide you accurate insights into how well your site performs at selling. Why? Branded traffic already know you! If your site is poor, or has a clunky shopping cart, or the product images are poor, Branded traffic will endure these buying barriers because of their loyalty to the brand. However, because unbranded traffic is focussed on having a need fulfilled, they will be far more affected by the shortcomings of your website.
Branded traffic will always convert higher than unbranded traffic for this reason. We have clients who have a branded traffic conversion rate of 20%, however, their unbranded traffic converts at under 4%.
Why is it so important to have a website cater to unbranded traffic? Converting unbranded traffic equals growth to your online business. You can have the largest database of existing clients, which will come to your site as branded traffic, but this revenue stream is only one piece of the puzzle. The ability for your site to convert unbranded traffic is the acquisition strategy required in order to build your database.
The one thing I didn’t tell you is where to find these reports. Best to contact the Google Analytics experts in your neighbourhood to help you out on this one.
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