Analytics suggest that providing product-focused content may increase sales

Rapid Steel customers are looking for more product information

Website and search analysis suggests that Rapid Steel could increase revenue by providing more relevant information about its products and services.

As you'll see, behavioral data suggests that people want to know more about products before buying, but there's little content to meet that need on the website today.

First, an update on overall traffic and conversions:


Website visitors

All charts and data in this report exclude traffic from Rapid Steel on-site staff and the website's developer.

Website traffic has been fairly stable and flat since the website launched.


Order Form Submissions (Conversions)


This may be the second year in a row that shows an uptick in website conversions in the spring quarter (submissions using the website inquiry form).


Heat maps show us how people are using the website


Desktop heat map 1

20% of all website clicks on desktop were on the order form shortcut bar. Presumably a significant percentage of this activity can be attributed to returning customers who know what they want.

14% of all clicks went to view products in the navigation.

Version 2

Desktop heat map 2

Once visitors click on products, they're taken to this products section. 10% of all website clicks during this mapping session represented people clicking on product names that don't link to more information.

Since these aren't links, there is no additional information. Without further information, visitors must choose to either contact Rapid Steel or find more information elsewhere.

10% may seem small, but for reference, just 5% of all clicks went to the website contact form. From this, we can surmise that roughly twice as many people wanted to view product information than those who contact Rapid Steel.

How many of those people might have gone on to use the inquiry form to place an order, if they had more product information?

For those interested in boiler tubing, for example, a search for the term "boiler tube" in LIC shows results for:

Each of these companies have pages dedicated to boiler tubing, which is why they're performing better in search and probably getting more business because of it.

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Rapid Steel isn't featured in local map results for "boiler tubing"

Note that I use software that lets me search as if I were in a particular location — in this case, Long Island City. Moreover, these results simulate what someone in LIC would see if they had never visited Rapid Steel or any competitors websites. (The results are depersonalized for greater accuracy.)


The relationship between visits & conversions


Visitors & Conversions

This chart compares trends for visitors and conversions (contact/order form submissions). Note that conversions are shown at 10x scale to more clearly visualize the trend line relationship.

There are two ways to increase revenue from the website

  1. Acquire more visitors, as more traffic results in more orders.

  2. Improve the website to increase the conversion rate. (By providing a better experience for prospective customers, sales increase.)

You should be able to address both of the above options by providing more information about your products.

If you would like to create pages around your core products and/or services, I'd recommend focusing on those products/services that:

  1. Have the highest margins for Rapid Steel, and

  2. Are in greatest demand by customers.

Start small — at the intersection of high margin and demand. Then, we can review customer's response by looking for an uptick in inquiries, more traffic to the site, and/or shifts in website usage as seen in the heat maps above. 

Is that something you'd like to pursue this summer? Let me know.

Thanks, Kris!

Kyle Bowen