bottlesandglasses.com.ng · Baseline before fixes

Where Bottles & Glasses stands on search traffic and sales

Data window: 27 Jun – 28 Sep 2026 (GSC, Clarity, orders). GA4 covers 1–28 Sep only. Competitor figures are estimated monthly organic traffic from the keyword tool exports dated 23 Sep 2026.

The short version

Traffic: you get about 1,000 Google clicks a month. BottleKing gets an estimated 36,000, MyLiquorHub 21,000 and Naija Liquor 19,000. These are model estimates. Treat them as relative: BottleKing gets about 38× your organic traffic.
Rankings: you hold 1 keyword in Google's top 3. BottleKing holds 223. But 99 of your keywords sit at positions 4–20, so a lot of ground is within reach.
What ranks: 93% of BottleKing's ranking pages are product or shop pages. Your search clicks land mostly on blog posts (44%) and only 28% on product or category pages.
Conversion: 8 completed website orders in 3 months, a 0.12% CRO (0.26% in September) and a ₦26,537 AOV. Google visitors made zero purchases. All 19 Clarity purchase sessions came from direct visitors.
Bottom line: you are behind on both traffic and conversion. Conversion is the bigger multiplier: more traffic into a 0.26% funnel adds very little money.

1 · Traffic vs competitors

Estimated monthly organic traffic

bottleking.ng

36,117

myliquorhub.com

21,447

naijaliquor.com

18,939

24bottles.ng

11,024

drinks.ng

9,916

barrels.ng

3,345

bottlesandglasses

951

Tool estimate of monthly visits from Google. Your real GSC clicks (815 in July, 1,163 in August, 982 in September to the 28th) match the 951 estimate closely, so the competitor estimates are a fair comparison.

Domain	Keywords ranked	Top 3	Top 10	Positions 11–20	Traffic value ($/mo)
bottleking.ng	614	223	436	80	9,434
naijaliquor.com	758	185	380	158	3,642
myliquorhub.com	496	137	277	109	7,466
bottlesandglasses.com.ng	269	1	28	72	221

Traffic value is what the same visits would cost as Google Ads clicks. It is the tool's measure of how commercial a site's traffic is.

2 · Your own traffic

Where your visitors come from and where they land

3,049Google clicks, 3 months

231kGoogle impressions, 3 months

6.9Average position (Nigeria)

42%of tracked search clicks are people searching your brand name

Which of your pages earn Google clicks

Blog 44% Shop 28% Home 22%

Blog posts: 1,369 clicks

Product & category pages: 873 clicks

Homepage: 666 clicks

Location pages: 180 clicks

BottleKing for comparison: 510 of its 614 ranking pages are product pages and 63 are shop category pages.

Sessions by source, September (GA4)

Direct

1,426

Google organic

1,206

Bing

ChatGPT

Instagram + FB

Only 726 of 2,667 September users (27%) were in Lagos. About 330 came from Singapore, Vietnam and Hong Kong, which is likely bot traffic.

3 · Conversion · 27 Jun – 28 Sep 2026

How much of that traffic buys

8Completed website orders in 3 months (orders report; all in September)

0.12%3-month website CRO (8 orders ÷ 6,661 Clarity sessions)

₦26,537Website AOV. Median ₦22,699, range ₦6,750–₦62,050

0Purchases from Google organic visitors in Clarity

September alone: 8 orders ÷ 3,072 GA4 sessions = 0.26%. The website made ₦212k of the business's ₦11.9M revenue (1.8%). The orders report suggests June–August website orders were not tagged.

The website funnel (Clarity, all sessions)

Sessions6,661

Added to cart102 · 1.5%

Began checkout38 · 37% of carts

Clarity "Purchase" event19 · 0.29%

Orders confirmed in the orders report8

Clarity's Purchase event fires on the "Place order" step, so it counts attempts as well as paid orders.

Conversion by traffic source

Source	Sessions	Add to cart	Purchase
Direct	2,385	85 · 3.6%	19
Google organic	2,301	11 · 0.5%	0
Other (WhatsApp, in-app)	1,758	9 · 0.5%	0
Referral	120	0	0
Social	91	1	0

All 19 purchase sessions were direct visitors (15 on mobile, 4 on desktop). Search visitors add to cart at one-seventh the rate of direct visitors and have not completed a purchase.

Where checkout breaks (41 recorded checkout sessions)

Critical

Payment drop-off: 12 orders were created and sent to the payment page, but only 5 reached the thank-you page. That leaves 7 orders unpaid at the payment step. 25 sessions chose Flutterwave (Rave) and 10 chose Paystack.

Critical

The cart loses most people: of 43 recorded cart sessions, 25 left the site from the cart and 10 went on to checkout.

High

Checkout form abandonment: 22 of 41 checkout sessions never got past the form.

High

Shipping errors: 3 sessions saw "No shipping method has been selected" or "There are no shipping options".

Medium

Shoppers switching to WhatsApp: 8 checkout sessions clicked WhatsApp and 2 asked whether an item was in stock. These are people who wanted to buy and needed reassurance.

Medium

Slow checkout: the checkout page takes a median 3.1s to show its main content (LCP), and up to 14s.

What the 8 website orders contained

Date	Basket	Amount
3 Sep	2 Jameson, 1 Gordon's, 5 Coca-Cola, 6 cups	₦62,050
5 Sep	5 Scot Hills	₦47,500
11 Sep	1 Camino Silver	₦28,600
10 Sep	1 Vertigo Gin, 6 Chapman, 1 Chivita	₦25,398
6 Sep	1 Johnnie Walker	₦20,000
3 Sep	1 Amabile Di Rosa	₦12,100
2 Sep	4 Heineken, 4 Smirnoff Ice	₦9,900
15 Sep	1 Lord's Gin	₦6,750

Spirits appear in 6 of 8 baskets: whisky (Jameson, Johnnie Walker, Scot Hills), gin (Gordon's, Vertigo, Lord's) and tequila (Camino). There was 1 wine order and 1 beer/RTD order. Eight orders is too few to rank products reliably.

Basket composition and AOV

Basket type	Orders	AOV
Spirit + mixer + cups	2	₦43,724
Party pack (4–5 of one drink)	2	₦28,700
Single premium spirit	3	₦18,450
Single wine	1	₦12,100

Occasion baskets (spirit + mixer + cups) bring in 2.4× a single bottle. Half the orders are a single item. Products that show up in abandoned carts and checkouts include Singleton 15, Amabile di Rosa, Bella Bellina Rosso, Seaman's Schnapps, Martini rum and ice bags.

Against a normal e-commerce rate

B&G, 3 months

0.12%

B&G, September

0.26%

Typical low end

1.0%

Typical healthy

3.0%

Competitors' sales numbers are private, so there is no direct CRO comparison. 1–3% is the commonly cited e-commerce range. What we can compare is page type: competitors rank with product and shop pages that carry a price and a Buy button.

4 · What the baseline means

Where the money is

If every commercial keyword group reached Google's top 3, you would gain about 3,400 buy-intent clicks a quarter. At today's 0.26% conversion and ₦26.5k AOV, that is worth about ₦237k a quarter. That figure is generous, because Google visitors have not completed a single purchase so far. At 1% conversion with bundle-sized baskets (₦43.7k), the same clicks are worth about ₦1.5M.

Conversion first. Fix the cart, the homepage dead clicks and enquiry follow-up. Every later ranking gain is worth about 6× more afterwards.
Sell on the pages that already rank. Add price-led titles, product schema and bundles to the Martell, Don Julio, whisky and champagne pages.
Then close the ranking gap, starting with the 99 keywords at positions 4–20 where BottleKing holds the top 3.