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OPTIMIZE YOUR SITE - Traffic Generation Strategies


Last October 30 we were invited to give a talk on web optimization strategies at the eShow Madrid, in which we focused on how to improve the performance of a website at a key moment for your business. In this post, we share the first part of the content we prepared for that day, so you can take advantage of it and apply these strategies to your business.


The methodology we follow at ROCKETROI to approach a project focuses on three key points:


Work on the three main levers of growth in order to optimize the site:

  • Attract quality traffic

  • Getting that traffic to convert

  • Increasing conversion revenue


Through the implementation of planned actions on the web, achieve impact and facilitate user navigation to ensure a good experience and get them to carry out actions of interest to the business.


We consider it very important to know what strategies we can carry out, and to know if they have been successful or not through measurement, establishing objective KPIs and analyzing the results obtained.

Growth levers

In this section, we detail the strategies to be followed to impact each of the three growth levers mentioned in the previous section.


Strategy: Work on content

To attract quality traffic, we must create and work on content focused on driving organic traffic to the offer.

How do we do it?

  1. By studying the market niche and competition. What they do and how they do it.

  2. Optimizing the most relevant categories of the business.

  3. Creating pages oriented and optimized to the offer.

  4. Improving the interlinking of the site, creating internal links that direct to the offer.

  5. Working on a link-building strategy.

How can we optimize the pages?

  1. Writing and revising the content of each category and product.

  2. Making sure that each page has its titles and meta descriptions, and that these are relevant.

  3. Optimizing images in terms of loading and tagging.

  4. Implementing Rich Snippets on each page.

How do we measure the success of this strategy?

To understand if our actions have worked, we must analyze the users who have fulfilled a specific objective on our website. These objectives can be:

  • Micro objectives: navigation and/or relevant actions prior to the final purchase or booking conversion. For example, users who have landed on a product page.

  • Macro objectives: Users who have landed on the landing page and have converted in a selected period, for example, during the offer period.

To analyze user behavior, we must take into account two essential aspects: segmentation and business. We must understand what type of segments are relevant to the business and analyze the KPI according to them.

Some examples are:

  • Branded vs. non-branded traffic

  • New user vs returning user

  • Type of categories visited during navigation

Want to know how we work conversion leverage? Don't miss the next post where we talk about it!


Our clients

leading brands

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Your digital partner.

We create experiences, brands and digital assets that impact users in a positive way; allowing companies to grow sustainably, and transform digitally.
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