Do your collection pages lack the punch they need to convert visitors into customers? Engaging product presentations are crucial for online success, and often, the first impression is everything. This guide helps you to identify and address collection pages with limited above-the-fold content, leveraging data-driven insights and automation to streamline optimisation at scale.
Understanding Above-the-Fold Content:
Above-the-fold content refers to the information users see without scrolling on a webpage. It plays a significant role in grabbing attention, sparking interest, and ultimately influencing user engagement and conversion rates. In this context, we’ll focus on collection pages, often showcasing your product catalogues. Ensuring compelling content is displayed above the fold on these pages is vital to guide users and entice them to explore further.
Leveraging Automation for Efficiency:
This guide introduces a two-pronged approach:
- Automated Content Gap Analysis:
- We’ll utilise the Python script below to analyse your collection pages, identifying the amount of content both above and below the fold.
- This script will output a CSV file summarising the content distribution for each page.
- Data-Driven Optimisation with Google Tools:
- We’ll integrate the script’s findings with Google Search Console (GSC) data to gain insights into performance metrics like clicks, impressions, and average position.
- By correlating content gaps with underperforming pages in GSC, you can prioritise optimisation efforts.
Step-by-Step Guide:
1. Run the Script:
- Copy the provided Python script
- Update the script’s variables to match your website’s specific structure.
- Run the script, generating a CSV file with the content analysis data.
2. Analyse GSC Data:
- Export a performance report from GSC for your collection pages, including relevant metrics.
- Open the exported data in a spreadsheet application (e.g., Google Sheets).
3. Combine Data and Identify Opportunities:
- Use the VLOOKUP function in Sheets to merge data from the CSV file with your GSC data, creating a unified dataset.
- Analyse the combined data to identify collection pages with:
- Limited above-the-fold content (as identified by the script).
- Low click-through rates (CTR) or other concerning engagement metrics.
- High impressions but low clicks, suggesting potential content-related issues.
4. Automate Content Creation Outlines (Optional):
- If comfortable with advanced techniques, explore using the GPT function in Google Sheets to generate content outlines for identified pages.
- Tailor the GPT formula to provide context and specific instructions for the desired content.
- Remember, human review and refinement are crucial before implementing any AI-generated content.
5. Refine and Implement Content:
- Carefully review the generated content outlines or create your own compelling above-the-fold content.
- Edit and refine the content to match your brand voice and target audience.
- Strategically implement the optimised content on your website, prioritising its placement above the fold on the respective collection pages.
Additional Tips:
- Visualise underperforming pages in your spreadsheet using conditional formatting for easier identification.
- Monitor performance after implementing changes to track improvements.
- Seek professional assistance if needed with script customisation, advanced techniques, or SEO in general.
Formulas:
=iferror(vlookup(A2, 'GSC Data'!A:E, 2, FALSE), "No Data From GSC (from last 3 Months)")
=GPT("Please ignore all previous instructions. Please respond only in the English language. You are an E-commerce SEO expert copywriter. You have a Informative tone of voice. You have a Informative writing style. Do not self reference. Do not explain what you are doing. your task is to create a compelling 350 word product category description in flawless English based on the category name that I provide. Your focus should be on highlighting the benefits of the products within the category, rather than just listing their features. Avoid using the passive voice and instead use active verbs to create a sense of urgency and excitement. Your goal is to create a category description that engages potential customers and inspires them to make a purchase. Make sure that your description flows smoothly and is easy to understand. It should be written in one line, which means you should avoid long paragraphs and instead break up your text with subheadings and bullet points. At the end of your category description, include a strong call to action that encourages customers to explore the products within the category and make a purchase. This will help to boost engagement and conversions. Overall, your objective is to create a category description that is informative, engaging, and persuasive. By highlighting the benefits of the products within the category and using active language to create a sense of urgency, you can attract and convert potential customers, driving sales and boosting the success of the e-commerce store. Collection URL: ", A2)Script:
import requests
from bs4 import BeautifulSoup
import csv
# Your Shopify collections base URL
base_url = "https://warrenhanceshopify.com/collections"
response = requests.get(base_url)
soup = BeautifulSoup(response.text, 'html.parser')
# Let's assume all collection links have a specific class or are all under a specific div
# Update this selector based on actual HTML structure, for example:
# collection_links = [a['href'] for a in soup.select('div.someClass a')]
# Or if all <a> tags under a certain div are your target:
collection_links = [a['href'] for a in soup.find_all('a', href=True) if '/collections/' in a['href']]
# Adjust your content selectors as needed
above_the_fold_selector = "div.metafield-rich_text_field"
below_the_fold_selector = "div.collection-description"
# Prepare to write to CSV
with open('collection_content_analysis.csv', mode='w', newline='', encoding='utf-8') as file:
writer = csv.writer(file)
writer.writerow(['Collection URL', 'Above the Fold Word Count', 'Below the Fold Word Count'])
for link in collection_links:
# Ensure the link is a full URL
collection_url = requests.compat.urljoin(base_url, link)
response = requests.get(collection_url)
soup = BeautifulSoup(response.text, 'html.parser')
# Above the fold content word count
above_the_fold_content = soup.select_one(above_the_fold_selector)
above_fold_words = len(above_the_fold_content.text.split()) if above_the_fold_content else 0
# Below the fold content word count
below_the_fold_content = soup.select_one(below_the_fold_selector)
below_fold_words = len(below_the_fold_content.text.split()) if below_the_fold_content else 0
writer.writerow([collection_url, above_fold_words, below_fold_words])
print(f"Processed {collection_url}: Above the fold - {above_fold_words} words, Below the fold - {below_fold_words} words")
By following these steps and embracing automation, you can gain valuable insights into your collection page content and optimise them for improved user experience and conversion rates. Remember, consistent monitoring and refinement are key to maintaining a high-performing website.