When I was first getting into e-commerce SEO, I noticed something crazy: I would get a product category page on the 1st page of Google for a keyword and it would barely see any traffic! It didn't make any sense to me. Until I saw the CTR of Google's SERPs based on rankings. Being at the bottom of the 1st page is the new Page 2. There are too many ads and rich snippets at the top of the SERPs for transactional keywords now. You need to be in the top-3 positions now, or you're not going to see much traffic. So the lesson I learned? SEO doesn't end when you get on the 1st page. That's when it begin. And it gets progressively harder and harder to move up the 1st page with each jump in rankings. So chose your target keywords wisely!