Foundations of organic traffic for eCommerce - 1MDM
Building the foundations of organic traffic on 1MDM
1MDM is an exclusive B2B global marketplace for medical devices. The platform is new and organic traffic was important to validate the product instead of paid traffic campaigns. An MVP was launched and needed traffic to scale to a full-fledged marketplace. They were also seeking strategic insights on marketing & communication in the healthcare and marketplace sectors.
Objectives
Building the foundational metrics for organic traffic & validating the paid spend for the next phase.
Measurement metrics
We took the following 5 core metrics to be measured while evaluating the existing process and building the solutions:
- Time spent on the website
- Bounce rate
- Page views
- New users
- Total traffic
As this is the initial launch phase with no previous traffic data, we weren’t targeting specific user numbers but just establishing a baseline of users that will be visiting the platform over a 60 to 90 day cycle.
We will review the implemented solutions and understand where the maximum results will be for 1mdm.com over time, on each front.
Solutions implemented
- Blogs
Industry-specific content was posted on the 1MDM website that helped attract thousands of people in traffic. The blogs were making available the particular information that the users were searching for. The move also helped attract the right kind of traffic in various medical verticals via expert information on the same.
- Back-linking through YouTube
Links to the products available on their website were added to the 1MDM YouTube channel. YouTube ranks high in its reputation for back-linking which gave an added boost to the website in Google’s recommendations.
- Readable URL structures
Unique human, crawlable and canonical product links were created for products to enable better results & visibility on search engines.
- Request for Pricing Data
As prices of products are under constant fluctuation due to supply chain issues, import-export cycles a ‘request for price’ module was created. The ‘request for price’ button was displayed instead of the standard “add to cart” or “buy now” options. This in turn allowed the team to add more product data which was directly contributing to more traffic.
- Free listing for manufacturers
The flow and business rules were changed allowing manufacturers to be eligible for free listings, while still charging the distributors. This increased original & unique product information on 1MDM while building a new potential customer list simultaneously.
6. Earn by referrals
Users were given the option to market products through affiliate links and earn commissions on sale conversions. This helped generate relevant traffic and allowed for affiliate commissions on the platform.
7. On-page optimizations
Creation of schema, meta and tags on each page were automated.
- Directory submissions
Hundreds of backlinks were created via directories with high domain authority. These backlinks were created in targeted locations where 1MDM’s potential customers and audience resided. This helped build trust & credibility among the users and improved the search ranking results.
9. Product use case
Building application use cases for products allowed potential buyers such as purchase associates to better understand the product and find the relevant keywords associated with the product.
10. User reviews
Building trust with reviews from others who've purchased the product. Also improves keyword metrics as relevant product information is contained in keywords with user generated content.
11. 1MDM website manufacturer directory
A directory of Medical Devices Manufacturing & other related services companies in the sector was built. This directory was shared publicly to improve the traffic of potential end customers and convert internal leads into revenue.
Outcome & Conclusion
The platform transitioned from stagnation to growth phase after the implementation of the new process. The website saw a continuously increasing interest from 6+ countries including the USA, China, New Zealand, Brazil, India, and others who had collectively made close to 12,000 impressions on the website in the past month (July) itself.
Global healthcare spending is estimated to reach over $10 trillion this year. Since the US has the greatest healthcare spending and spends twice what other countries do on healthcare, we navigated towards targeting device manufacturers who supply to these US companies - broadly constituted by China and the US itself, to aid in the global growth of 1MDM.
The above solutions played a major role in the generation of fully organic website traffic. Consistent growth was seen in the number of users, sessions, page views and session durations. The above solutions also helped decrease the bounce rate significantly. The average time spent on the website by each visitor went from 0 to approximately 11 minutes, within a span of 30 days.
Below is a visual of the results achieved from March to July as the new process implementation took effect:
Each strategy also produces a compounding effect over time, which will produce exponential growth for 1MDM. We continue to monitor and see more results at each quarterly cycle of the business.
