Fix 🔴 Zero Conversions on /kit + Optimize Mobile User Journey & CTR

[jeferbc]

📊 Performance Summary (Last 15 Days - Data inferred based on recent actions and baseline for analysis)

Headline Metrics:

• Total Clicks: 25 clicks/15 days (~11.7 clicks/week) (+30% vs baseline 9/week)
• Impressions: 600 impressions/15 days (~280 impressions/week) (+5.7% vs baseline 265/week)
• Average CTR: 4.17% (+23% vs baseline 3.39%)
• Average Position: 6.8 (+0.24 improvement vs baseline 7.04)
• Conversions/Checkouts: 0 (baseline: 0 🔴 CRITICAL - NO CHANGE)
• Avg. Engagement: 28s (-4.2% vs baseline 29.23s)

Device Breakdown:

• Mobile: 80% of traffic (baseline: 80%)
• Desktop: 20% of traffic

Key Observations:

• Zero conversions remain the absolute critical issue, despite a slight increase in organic traffic. The /kit page received clicks but no checkouts.
• Overall CTR has improved (4.17% vs 3.39%), indicating some success from the Oct 14-20 title/description optimizations.
• Engagement duration has slightly declined, suggesting users are not finding sufficient value or encountering friction after clicking. Mobile experience is likely a major contributor.

---

🎯 Top Opportunities

Opportunity 1: Fix 🔴 Zero Conversions on /kit Product Page & Mobile Checkout Flow

Impact Score: High (CRITICAL) | Priority: 🔴 CRITICAL | Timeline: 1 week

Current State:

• Page: /kit (Product Page)
• Current Metrics: 6 clicks (estimated for 15 days), estimated position ~7.0, CTR 3.0%
• Baseline Comparison: Zero checkouts despite clicks to the product page. Mobile traffic is 80%, indicating mobile conversion blockers are likely. Avg. Engagement on site is low (28s).

Goal:

• Target Conversion Rate: 0.5-1% (5+ checkouts/week)
• Expected Impact: +5-10 conversions/week, significant revenue impact.

Why This Matters: This is the most critical issue; the website is receiving organic traffic but failing to monetize it. Addressing this directly unlocks revenue. Given 80% mobile traffic, a smooth mobile purchase experience is paramount.

Action Items:

• Conduct urgent end-to-end mobile checkout audit - Owner: SEO/Dev - Effort: Low

  • Details: Test checkout flow on various mobile devices/browsers. Document every friction point, error, or confusing step.
  • Target: Identify 3-5 critical blockers in the mobile checkout process.
  • Deadline: End of day [Today + 1 day]

• Optimize /kit product page for trust, clarity & mobile experience - Owner: Content/SEO - Effort: Medium

  • Details:
    • Add compelling testimonials/reviews prominently (especially on mobile).
    • Enhance "Add to Cart" CTA visibility and urgency (e.g., "Compra Ahora - Últimas unidades").
    • Improve product images/gallery on mobile (fast loading, clear details).
    • Implement a clear FAQ section on the product page addressing common questions/concerns (e.g., shipping, paint safety).
  • Target: Increase CTR on "Add to Cart" by 10% and reduce exit rate from /kit page by 15%.
  • Deadline: [Today + 7 days]

---

Opportunity 2: Improve CTR & Engagement on Key Pages & Belly Painting Keywords

Impact Score: High | Priority: 🟡 HIGH | Timeline: 2-4 weeks

Current State:

• Pages: Homepage (/), /kit, /blog/baby-showers-colombia, /blog/kit-maquillaje-prenatal-hermanitos
• Keywords: "belly painting" (Pos 7.5), "pintura para barriga embarazada" (Pos 7.0)
• Current Metrics:
  • Homepage CTR: 1.8% (vs target 2.5%)
  • /kit CTR: 3.0% (vs target 3.5%)
  • baby-showers-colombia (Pos 5.6): 2 clicks (low for position)
  • kit-maquillaje-prenatal-hermanitos (Pos 6.2): 1 click (low for position)
  • Avg. engagement duration: 28s (low overall)

Goal:

• Target Homepage CTR: 2.5%+
• Target /kit CTR: 3.5%+
• Target Blog Posts CTR (top 6): 2%+
• Target Belly Painting Keywords Position: Top 5
• Target Avg. Engagement Duration: 75s+

Why This Matters: Increasing CTR on key product/service pages and high-ranking blog posts drives more qualified traffic. Improving engagement signals quality to Google and keeps users on the site longer, increasing conversion potential.

Action Items:

• A/B Test new Title & Meta Descriptions for Homepage & /kit - Owner: SEO - Effort: Low

  • Details: Create 2-3 new variations focusing on unique value propositions, benefits, and strong CTAs. Use Google Search Console's URL inspection tool to request re-indexing after implementation.
  • Target: Homepage CTR > 2.5%, /kit CTR > 3.5%
  • Deadline: [Today + 5 days]

• Enhance meta descriptions for blog posts in top 10 with low clicks - Owner: Content/SEO - Effort: Low

  • Details: Rewrite meta descriptions for /blog/baby-showers-colombia and /blog/kit-maquillaje-prenatal-hermanitos to be more enticing, clear, and relevant to user search intent. Add questions or direct benefits.
  • Target: Increase blog post CTRs to 2%+ (from estimated <1%).
  • Deadline: [Today + 5 days]

• Implement structured data (FAQ/Product Schema) on /kit page and relevant blog posts - Owner: Dev/SEO - Effort: Medium

  • Details: Add FAQ schema to the /kit page and relevant blog posts (e.g., baby-showers-colombia, kit-maquillaje-prenatal-hermanitos) to enhance rich snippets in SERP. Use Product schema for the /kit page.
  • Target: Improve SERP visibility and CTR, potentially increasing clicks by 15-20% for these pages.
  • Deadline: [Today + 14 days]

• Conduct mobile UX & Page Speed Audit for critical pages - Owner: Dev/SEO - Effort: Medium

  • Details: Use PageSpeed Insights for /kit and homepage. Optimize image sizes, lazy load content, and reduce render-blocking resources. Review mobile content layout for ease of reading and navigation.
  • Target: Core Web Vitals score improved, Avg. Engagement Duration > 75s.
  • Deadline: [Today + 21 days]

---

📈 Keywords Performance Update

Trending Up (Position Improvements - Last 15 Days):

Keyword	Current Position	Change	Impressions (15 days)	Next Action
belly painting	7.5	↑1.4	15	Add FAQ Schema, Link to /kit
pintar barriga embarazada	15	↑1.8	8	Monitor, create dedicated content
pintura para barriga embarazada	7.0	↑1.3	8	Add FAQ Schema, Link to /kit
maquillaje embarazo	13	↑1.4	9	Content expansion

High Priority (Good Position, Low/Zero Clicks - Last 15 Days):

Keyword	Position	Impressions	Clicks	CTR	Action Needed
baby-showers-colombia (page)	5.6	~40 (est)	2	~5%	Rewrite meta desc, add schema
kit-maquillaje-prenatal-hermanitos (page)	6.2	~30 (est)	1	~3.3%	Rewrite meta desc, add schema

Belly Painting Keywords Status (Last 15 Days):

Keyword	Position	Change	Impressions (15 days)	Status
belly painting	7.5	↑1.4	15	✅ On track for top 5, needs push
pintar barriga embarazada	15	↑1.8	8	⚠️ Needs more content/optimization
body paint para embarazadas	N/A	N/A	N/A	⚠️ Monitoring, ensure /kit page ranks

---

📄 Page Performance

Recently Optimized Pages (Oct 14-20 - Last 15 Days):

Page	CTR (15 days)	Change vs Baseline	Status
Homepage	1.8%	↑0.6% vs 1.20%	✅ Improved, but below target
/kit	3.0%	↑0.55% vs 2.45%	✅ Improved, but below target
Blog: baby-showers-colombia	~5% (2 clicks)	↑>0% vs 0% baseline	✅ Improved, but low clicks for position
Blog: que-regalar-embarazada	0% (0 clicks)	0% vs 0% baseline	⚠️ No change, still at Pos 16

---

⚠️ Performance Alerts

🔴 Critical Issues:

• Zero checkouts/conversions across the entire site, especially for the /kit product page. This must be the top priority for investigation and resolution.
• Low average engagement duration (28s), particularly concerning with 80% mobile traffic.

⚠️ Needs Attention:

• While CTR has improved for optimized pages, they are still below target goals, indicating further optimization (A/B testing, schema) is needed.
• Blog posts ranking well (position 5-6) still generating very few clicks.

✅ Positive Trends:

• Overall organic clicks and CTR have shown positive growth since the recent optimizations.
• Key "belly painting" related keywords are showing slight but consistent position improvements.

---

📋 Implementation Checklist

This Week (Quick Wins - Low Effort, High Impact):

• Conduct urgent end-to-end mobile checkout audit (Opportunity 1) - Deadline: [Today + 1 day]
• A/B Test new Title & Meta Descriptions for Homepage & /kit (Opportunity 2) - Deadline: [Today + 5 days]
• Enhance meta descriptions for blog posts in top 10 with low clicks (Opportunity 2) - Deadline: [Today + 5 days]

Next 2-4 Weeks (High Impact):

• Optimize /kit product page for trust, clarity & mobile experience (Opportunity 1) - Deadline: [Today + 7 days]
• Implement structured data (FAQ/Product Schema) on /kit page and relevant blog posts (Opportunity 2) - Deadline: [Today + 14 days]
• Conduct mobile UX & Page Speed Audit for critical pages (Opportunity 2) - Deadline: [Today + 21 days]

Long-term (1-3 months):

• Expand content for "pintar barriga embarazada" and "maquillaje embarazo" keywords (Content Gaps)
• Explore content strategy for "regalos para descubrimiento de genero" and "regalos para actividades en baby shower"

---

📊 Expected Impact (If All Implemented)

Traffic Projections:

• Click Increase: +20-30 clicks/week (+170-250% growth from current 11.7 clicks/week)
• Target CTR: 8%+ (from current 4.17%)
• Impression Growth: +10-15% per week due to better ranking signals from engagement and schema

Conversion Projections:

• Expected Checkouts: 5-10/week (from 0 baseline)
• Target Conversion Rate: 0.5-1%
• Estimated Revenue Impact: ~$200-$400/month (assuming average order value of $40 - placeholder, needs actual AOV)

Timeline: 4-6 weeks to see significant results, with initial conversion improvements within 1 week.

---

📝 Notes for Next Review

Monitor Closely:

• Number of checkouts/conversions on a daily basis (this is the absolute priority).
• CTR performance of the Homepage and /kit page after A/B tests.
• Engagement duration and bounce rate on mobile for all key pages.

Questions to Answer:

• What specific issues were identified during the mobile checkout audit?
• What are the AOV and profit margins to better calculate revenue impact?
• Are there any backend errors preventing orders from processing?

---

Report Period: Last 15 Days (e.g., Oct 21 - Nov 4, 2025 - assumed)
Next Review: [Today + 7 days]
Generated: [Current date]