Part 2 - Website Optimization: Traffic Sources
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Hey Beauty Boss,
Part 4: Key elements of a top-tier collection page
Part 5: Find out what your product page is missing
Part 6: You're losing sales because your website doesn't do this
Last week, we discussed finding your conversion rate and learned how to interpret what that number means. If you missed it, click here to watch the replay.
Today, we will look at where your traffic comes from. A low conversion rate may not always be a website problem, but a traffic problem. Before you start tweaking your homepage or rewriting your product descriptions, you need to know who is actually landing on your site.
Where is your traffic coming from?
Inside Shopify, go to: Analytics - Reports - Sessions by Referrer
Inside Shopify, go to: Analytics - Reports - Sessions by Referrer
Once you pull this report, make sure you add "conversion rate" to your metrics if it is not already there.
**Tip: It is also helpful to see your sessions, add to cart rate, and checkout conversion rate so that you can see what’s happening along the sales path. For the sake of time, we will not go over this today.
**Tip: It is also helpful to see your sessions, add to cart rate, and checkout conversion rate so that you can see what’s happening along the sales path. For the sake of time, we will not go over this today.
Your report dimensions should include referrer source and referrer name. Here is how to read them:
- Direct — this is traffic from organic sources or email
- Search — traffic from search engines like Google, Bing, etc
- Social — traffic from Facebook, Instagram, TikTok, and similar platforms
Once you have your dimensions set, add "landing page" as well. This allows you to see the conversion rate for both the traffic source and the specific page they landed on, which gives you more insight.
Now look at your timeframes. Start with the last 12 months, then narrow it down to 90 days, then 30 days. You are looking for patterns and shifts over time.
This particular report shows you how well different traffic sources are converting on your website. You may find that traffic from Facebook converts better than Instagram. You may find that your blog pages convert at a lower rate than your homepage because blogs attract information seekers, not buyers. This is completely normal. That does not mean your blog is not working; it just means it is doing a different job.
Generally, cold audiences, or people who are seeing your business for the first time, are going to convert at a lower rate than a warm audience, or people who already know you. For example, sending an email to a new collection you just launched should convert at a higher rate than people landing on your website from Google, because the people on your email list already know you.
Look closely at your report for any trends. Did you change anything? Did you run ads? Did you post more during a certain timeframe that increased or decreased traffic?
Before assuming a low conversion rate means the whole website needs to be revamped, look at what’s already working. Sometimes sending more of the right people to your page will improve your conversion rate. If Instagram has a solid conversion rate, then double down on that before pouring into a new platform. If email converts well, focus on growing your list with valuable content rather than constant sales posts.
I hope this makes sense. Next week, we will dive into “How to make your homepage stand out” because once you know the right people are landing on your site, the next step is making sure your homepage gives them a reason to stay.
What’s next in our 6-part series on Website Optimization:
Part 1: Your conversion rate may not be as bad as you think
Part 1: Your conversion rate may not be as bad as you think
Part 2: Are the wrong people landing on your site?
Part 3: How to make your homepage stand outPart 4: Key elements of a top-tier collection page
Part 5: Find out what your product page is missing
Part 6: You're losing sales because your website doesn't do this
Reply to this email with questions or topics you'd like me to cover—I read every response!
If you need help building or growing your skincare business, check out my eBooks or book a 1:1 for personalized help.
If you need help building or growing your skincare business, check out my eBooks or book a 1:1 for personalized help.
With love,
Danielle | The Surrendered CEO
naturallycreatedwholesale.com
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