75% comes from Bucharest, Cluj, Constanta and Prahova.
Cluj, Constanta and Prahova have far better Conversion Rate and Average Order Value, however Bucharest is setting the site-wide standard.
It is far better to advertise in these above locations than in all the country since these are our core target.
50% from Google Search, 27% by direct access by typing smuff.ro in the browser, 5-5% from email newsletters, shopping directories (Shopmania, Youmago) and Facebook.
The most valuable visitors are coming from email newsletters and shopping directories. Facebook is last in the list with very low Conversion Rate and Per Visit Value.
Increase the number of email subscribers.
Add more products into more shopping directories
The most interesting content we provide are the Product pages (45% of total page views) then product Category pages (35%). The frontpage takes only 7.5%.
They like clicking mostly on Product small images/thumbnails (58%), Product description (13%), the main menu (9.23%), Bestsellers (5.24%) and the Shopping box (4.70%)
There are 3 or 4 steps/clicks to make a visitor to be customer:
- 4.7% click on the shopping box (check for product variation prices or shopping info)
- 1.9% click on Add To Cart
- 0.9% click on Checkout to enter shipping and contact information
- Click on 'Finalizare comanda'
With every step the Conversion Rate halves
Reduce the number of steps to the final checkout
Of all visitors who decide to buy they'll do it at the first visit (62%) or at the same day (72%).
30% of visitors are coming back to Smuff and generating 55.5% of global Revenue.
Returning Visitors are 3-4x more valuable than new New Visitors in terms of Conversion Rate and Per Visit Value.
Returning Visitors needs special focus and attention.