Fix Critical CTR Collapse on Top-Ranking Pages & Diagnose Zero-Conversion Issue #15
Description
📊 Performance Summary (2025-11-10 to 2025-11-17)
Headline Metrics:
- Total Clicks: 6/week (-3 clicks vs baseline 9/week) 🔴↓
- Impressions: 556/week (+291 vs baseline 265/week) ✅↑
- Average CTR: 1.08% (-2.31% vs baseline 3.39%) 🔴↓
- Average Position: ~5.8 (+1.2 vs baseline 7.04) ✅↑
- Conversions/Checkouts: 0 (baseline: 0 🔴 CRITICAL)
- Avg. Engagement: 390s (+1235% vs baseline 29.23s) ✅↑
Device Breakdown:
- Mobile: 77% of traffic (baseline: 80%)
- Desktop: 23% of traffic
Key Observations:
- Critical CTR Collapse: Despite a +110% surge in impressions and improved rankings for core keywords, clicks have dropped by 33%. The site is visible but failing to attract clicks, with many keywords in positions 1-5 generating zero traffic.
- Persistent Conversion Failure: Conversions remain at zero. Analysis shows 100% of organic clicks this period came from outside Colombia (Spain, Mexico). This geographic mismatch is a likely contributor to the conversion blockage if international shipping is not available or clear.
- High On-Page Engagement: Users who do click are highly engaged (390s avg duration). This indicates that the on-page content is valuable and compelling, but the SERP snippet (title/description) is the primary weak point in the user journey.
🎯 Top Opportunities
Opportunity 1: Fix Critical CTR for High-Ranking, Zero-Click Pages
Impact Score: 9/10 | Priority: 🔴 CRITICAL | Timeline: 1 Week
Current State:
- Page/Keyword:
/blog/baby-showers-colombia...for "100 juegos para baby shower" (17 impr, pos 1, 0 clicks, 0% CTR). - Page/Keyword: Homepage
/for "belly painting" in Colombia (6 impr, pos 1.5, 0 clicks, 0% CTR). - Problem: Top rankings are being wasted, representing the single largest source of missed traffic.
Goal:
- Target CTR: 8%+ for pages ranking in positions 1-3.
- Expected Impact: +15-20 clicks/week, driving qualified, top-of-funnel traffic.
Why This Matters:
This is the fastest, lowest-effort way to reverse the traffic decline. Converting existing high visibility into clicks is a crucial first step before optimizing for conversions.
Action Items:
- Rewrite Meta Title & Description for Baby Shower Post - Owner: SEO/Content - Effort: Low
- Details: The current title/description doesn't match the high-volume "listicle" intent of the query. Change the title to be more direct.
- Target: New Title:
100+ Juegos e Ideas para Baby Shower en Colombia (Divertidos y Originales). New Description:¿Buscas juegos para tu baby shower? Encuentra más de 100 ideas, actividades y dinámicas para que tu celebración en Colombia sea inolvidable. ¡Haz clic aquí! - Deadline: 2025-11-21
- Optimize Homepage SERP Snippet for Broader Intent - Owner: SEO/Content - Effort: Low
- Details: The current snippet focuses only on the artist service, but we also sell a kit. Acknowledge both to capture clicks from users with "buy" and "hire" intent.
- Target: New Title:
Belly Painting y Kits Para Pintar Barriguitas en Colombia. New Description:Celebra tu embarazo con arte. Contrata una artista profesional a domicilio o compra nuestro kit de body paint seguro para crear tu propio diseño. ¡Envío a toda Colombia! - Deadline: 2025-11-21
Opportunity 2: Diagnose and Resolve Conversion Blockers
Impact Score: 10/10 | Priority: 🔴 CRITICAL | Timeline: 2-4 Weeks
Current State:
- Page:
/kit-pinta-barriguitas(and sitewide) - Current Metrics: 0 Conversions. 100% of organic clicks from Spain/Mexico. High engagement (390s) indicates interest but an unidentified blocker is preventing purchases.
Goal:
- Target Conversions: 5+/week
- Target Conversion Rate: 0.5% - 1.0%
- Expected Impact: Generate the first-ever organic revenue for the store.
Why This Matters:
An e-commerce store with zero sales is not a viable business. Resolving this is the single most important priority for the company's survival and growth.
Action Items:
- Clarify Shipping Policy & Geographic Targeting - Owner: Content - Effort: Low
- Details: Add a highly visible banner or text on the product page and in the header stating shipping limitations (e.g., "Envíos a toda Colombia" or "Consultar envíos internacionales"). This immediately qualifies traffic.
- Target: Reduce bounce rate from international visitors and provide clarity for potential Colombian buyers.
- Deadline: 2025-11-24
- Add Critical Trust Signals to Product Page - Owner: Content/Dev - Effort: Medium
- Details: Above the fold on
/kit-pinta-barriguitas, add customer testimonials (with photos if possible), logos of accepted payment methods (Visa, Mastercard, PSE), and a clear return/satisfaction policy. - Target: Increase 'add to cart' actions by building user confidence at the point of decision.
- Deadline: 2025-12-01
- Details: Above the fold on
- Conduct a Full Mobile Checkout Audit - Owner: SEO/Dev - Effort: Medium
- Details: Manually perform a test purchase on both Android and iOS devices. Document every step, screen-shotting any slow-loading pages, confusing instructions, or technical errors in the cart and checkout process.
- Target: Identify and log at least one specific friction point or bug to be fixed by the development team.
- Deadline: 2025-12-01
📈 Keywords Performance Update
Trending Up (Position Improvements):
| Keyword | Current Position | Change vs Baseline | Impressions | Next Action |
|---|---|---|---|---|
| belly painting | 1.5 (COL) | ↑7.4 | 6 | Optimize homepage CTR |
| pintar barriga embarazada | 8.0 (COL) | ↑8.8 | 7 | Improve internal links to product page |
| pintura para barriga embarazada | 5.4 (ESP) | ↑2.9 | 18 | Optimize /kit page for conversions |
High Priority (Good Position, Low/Zero Clicks):
| Keyword | Position | Impressions | Clicks | CTR | Action Needed |
|---|---|---|---|---|---|
| 100 juegos para baby shower | 1.0 | 17 | 0 | 0% | Rewrite title/description for intent match |
| belly painting (Colombia) | 1.5 | 6 | 0 | 0% | Broaden homepage title/description |
| body paint para embarazadas (COL) | 1.0 | 2 | 0 | 0% | Broaden homepage title/description |
| casa shower | 1.0 | 7 | 0 | 0% | Review user intent; may not be relevant |
Belly Painting Keywords Status:
| Keyword | Position (COL) | Change | Impressions (COL) | Status |
|---|---|---|---|---|
| belly painting | 1.5 | ↑7.4 | 6 | ✅ On Track |
| pintar barriga embarazada | 8.0 | ↑8.8 | 7 | ✅ On Track |
| body paint para embarazadas | 1.0 | (new) | 2 | ✅ On Track |
📄 Page Performance
Recently Optimized Pages (Oct 14-20):
| Page | Current CTR | Change vs Baseline | Status |
|---|---|---|---|
| Homepage | 0% | -1.20% vs 1.20% | 🔴 Declined |
| /kit-pinta-barriguitas & /kit | ~2.0% | -0.45% vs 2.45% | |
| Blog: baby-showers-colombia | 0% | vs 0% baseline | |
| Blog: que-regalar-embarazada | 0% | vs 0% baseline |
⚠️ Performance Alerts
🔴 Critical Issues:
- Zero Conversions: The site has not generated a single organic sale.
- CTR Collapse: Overall CTR has fallen from 3.39% to 1.08%, negating all ranking gains.
- Click Decline: Weekly clicks are down 33% (from 9 to 6).
- Geographic Mismatch: 100% of clicks are from outside the primary business country (Colombia). This must be clarified from a shipping/logistics perspective.
- Title/Description Optimizations Ineffective: The optimizations from Oct 14-20 have not successfully improved CTR on key pages.
✅ Positive Trends:
- Massive Visibility Growth: Impressions are up +110%, showing SEO foundational work is succeeding.
- Excellent Engagement: A 390-second average engagement duration proves the content is highly valuable to the right audience.
- Ranking Gains: Core, high-value keywords like "belly painting" have moved from page 2 to the top positions.
📋 Implementation Checklist
This Week (Quick Wins - Low Effort, High Impact):
- Rewrite meta title/description for the baby shower blog post by 2025-11-21.
- Rewrite homepage meta title/description to include both services and kits by 2025-11-21.
- Add a shipping policy banner to the product page and header by 2025-11-24.
Next 2-4 Weeks (High Impact):
- Add customer testimonials and payment logos to the
/kit-pinta-barriguitaspage by 2025-12-01. - Complete and document a full mobile checkout audit by 2025-12-01.
📊 Expected Impact (If All Implemented)
Traffic Projections:
- Click Increase: +15-20/week (+250-330% growth)
- Target CTR: 3.5%+ (from 1.08%)
- Impression Growth: Continue growth trajectory of +100% MoM.
Conversion Projections:
- Expected Checkouts: 5+/week (from 0 baseline)
- Target Conversion Rate: 0.5% - 1.0%
Timeline: 1-2 weeks to see initial click improvements; 2-4 weeks to see first conversions.
📝 Notes for Next Review
Monitor Closely:
- CTR for the homepage and
/blog/baby-showers-colombia...after metadata updates. - The geographic source of clicks in GSC. See if clarifying shipping changes the traffic mix.
- Google Analytics conversion tracking to ensure it is firing correctly once a test purchase is made.
Questions to Answer:
- Is the primary conversion blocker the geographic/shipping issue, or is there a technical fault in the checkout?
- Which SERP snippet (title/description) format generates the highest CTR for product-related keywords?
Report Period: 2025-11-10 to 2025-11-17
Next Review: 2025-11-25
Generated: 2025-11-18