Are You Giving Your Top Seller Enough Love?

Stop everything, open Google Analytics, select 9 month time period and see Conversions—> Ecommerce—>Product Performance report.  It’s highly likely that your top seller sells 2X as many units as the next best seller (Zipf’s law).  Now go to your top seller product page (on your site) and copy page link name.  Return to Google Analytics and go to Behavior—>Site Content—>All Pages report and enter the unique part of your top seller product page link name into this box and hit enter—

This will pull up stats for the top seller product page.  Note number listed under Unique Pageviews column.  Now go to Audience—>Overview report and note the number of Users listed.  Divide # Unique Pageviews by Users for the top-selling item.  This number will tell you how visible that top-selling product page is.  If this number turns out to be more than 12% you’re fine.  If it’s less than 10% you have an opportunity to improve top seller sales.  Think about it, less than 10% of site visitors are currently aware of your top seller.  The reason for this is that there are so many neon signs on your site screaming for the visitor’s attention they get distracted and never reach the one page that really matters.  The solution? Do what proactive.com does. On their homepage, they have this floating tab call-to-action—

And on click it expands out to—

This is a very simple tactic to ensure your top seller always gets top visibility.