• http://twitter.com/profcopy Helen Baker

    Truth, real data examples are very good at convincing decision maker. Unfortunately some of the data we can get in advance, like bounce rate, page-views per visit, average visit duration and of course, conversion rate. Anyway, once you prove your ideas work, it will be much easier to push the next one through. :)

  • http://www.ydeveloper.com/e-smart-ecommerce-suite.html eCommerce

    Category pages are like landing pages and it’s will be easy for marketer to just focus on particular page of the category than whole site when it comes to search engine optimization.

  • http://twitter.com/JayneReddyhoff Jayne Reddyhoff

    The title of your article “…adding deep content to large E-commerce sites” implies that this was what your category redesign project consisted of. Is that the case? I would love to see more about what you did to generate such fantastic improvements.

  • http://www.brickmarketing.com/ Nick Stamoulis

    “the the total incremental traffic for one category may not move the
    overall needle at a corporate level; but, now it becomes a lot easier to
    sell the concept of repeating the project.”

    I think a lot of big sites look for even bigger gains and they typically want them as soon as possible. But having smaller wins that continually build over time will lead to a big gain for the site as a whole. That’s what you have to remind people of. Every little bit counts in the end!

  • wklang

    There is essentially no actionable information in this article whatsoever. More traffic is good? Great, thanks.

  • http://twitter.com/MaryKayLofurno Mary Kay Lofurno

    Eric,

    You make many good points. I think the main one here is picking a target to get a viable use-case in one part of the organization [or in your case, one category group] then seeing what happens and using the data to convince senior management to roll it out to other categories [divisions, if you are an enterprise seo/sem]. This does work and I live it out every day in my current job.

    That said, I guess I would have liked to see some sort of data representation of the other end of the equation [of course, you cannot give away company data] but something in regards to understanding what the man hours were, on the seo/sem side, the IT team and then the ripple and dollar effect on server load, increased cost to CDN,etc. and then what this means rolling it out across a large ecommerce site with a cTLD strategy.

    Its a lot to ask mind you but its what I am faced with every day when I have to provide justification as to why I should get a product team to take one of my suggestions on and I suspect that others are in this predicament as well.

    Thanks for sharing. Mary Kay Lofurno