One way to identify where a website is creating friction is to examine what users frequently search for in the site’s search bar. This can sometimes highlight content, categories or products that are proving difficult for your customers to find.

We started by identifying two product categories and created dedicated category pages for them. This was our proof of concept – would creating new category pages actually drive business growth or ultimately be a costly drain on resources?

These two new category pages quickly delivered results and we took that as our cue to expand the Content Opportunity Analysis.

To refine the identified opportunities, we used a number of datapoints including;

Over the course of 8 months we identified more than 25 key opportunities and created pages to capture the demand.