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Shoppability & Findability Beyond Google

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Shoppability & Findability Beyond Google

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Originally presented at SMX West 2017, this presentation provides an eRetail roadmap to increase shoppability and findability beyond Google.

Originally presented at SMX West 2017, this presentation provides an eRetail roadmap to increase shoppability and findability beyond Google.

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Shoppability & Findability Beyond Google

  1. 1. #SMX #13C3 @CatalystSEM CatalystDigital.com eRetail RoadmapINCREASING SHOPPABILITY & FINDABLITY BEYOND GOOGLE
  2. 2. #SMX #13C3 @CatalystSEM CatalystDigital.com TOP 10 SHOPPING DAYS | HOLIDAY 2016 Day Desktop Spending ($ MM) Monday, Nov. 28th (Cyber Monday) $2,671 Tuesday, Nov. 29th $2,207 Friday, Nov. 25 (Black Friday) $1,970 Friday, Dec. 9 $1,688 Monday, Dec. 12 (Green Monday) $1,621 Monday, Dec 5 $1,571 Tuesday, Dec 6 $1,526 Thursday, Dec 8 $1,419 Wednesday, Dec 7 $1,374 Tuesday, Dec 13 $1,372 2016 Holiday Shopping, top 10 days 12% YOY Growth $63.1 Billion via Desktop $17.1 Billion via Mobile 44% YOY GrowthSource: ComScore 2016 Holiday Shopping – Nov – Dec 2016
  3. 3. #SMX #13C3 @CatalystSEM CatalystDigital.com Product related searches within Traditional Search Engines (Google, Bing, Yahoo) have not changed in the last 4 Years…
  4. 4. #SMX #13C3 @CatalystSEM PRODUCT LISTING ADS ORGANIC SEARCH PAID SEARCH Local / Map Pack Knowledge Cards News Supplemental/Mobile Video
  5. 5. #SMX #13C3 @CatalystSEM CatalystDigital.com Where do consumers go when researching, or when ready-to-purchase Products?
  6. 6. #SMX #13C3 @CatalystSEM CatalystDigital.com
  7. 7. #SMX #13C3 @CatalystSEM CatalystDigital.com AMAZON PLAYS A KEY ROLE IN THE SHOPPING JOURNEY Sources: State of Amazon, BloomReach Survey 2016; Consumers used Amazon as a top destination for product searches of consumers start their product searches on Amazon55%* * Up 10% YOY
  8. 8. #SMX #13C3 @CatalystSEM CatalystDigital.com AMAZON - RETAILER AND DISCOVERY ENGINE FOR CONSUMERS 59%24% 16% Amazon Search Engine Retailer When Consumers Know what they want When Consumers Don’t Know what they want 49% 28% 26% Amazon Search Engine Retailer Sources: State of Amazon, BloomReach Survey 2016;
  9. 9. #SMX #13C3 @CatalystSEM CatalystDigital.com Although Amazon is the largest retailer online, eRetail extends far beyond it.
  10. 10. #SMX #13C3 @CatalystSEM CatalystDigital.com THE NEW eRETAIL LANDSCAPE eRETAILERS SOCIAL SHOPPING
  11. 11. #SMX #13C3 @CatalystSEM CatalystDigital.com 55% OF CONSUMERS TURN TO PINTEREST FOR SHOPPING • 2 billion monthly searches • 97% of top queries are non-branded • 31% of all jeans searches on Pinterest contained the word “outfit” 55% 12% 12% 9% 5% 3% Pinterest Facebook Instagram Twitter Linkedin Snapchat Source: Kleiner Perkins’ 2016 Internet Trends report, % of US users on each platform using it for finding/shopping products in 2016
  12. 12. #SMX #13C3 @CatalystSEM CatalystDigital.com Maximize every paid search retail opportunity
  13. 13. #SMX #13C3 @CatalystSEM CatalystDigital.com PINTEREST SEARCH ADS EMERGE FROM BETA • Unique opportunity for visual search • Keyword search & shopping campaigns • 30 Day Attribution Window • Partnering with Kenshoo for feed based syndication
  14. 14. #SMX #13C3 @CatalystSEM CatalystDigital.com AMAZON MARKETING SERVICES (AMS) FOR MERHCANTS • Applicable to Amazon merchants • Products must meet with financial measures • 3 Ad formats • 5-to-1 ROI* when Used In Concert with Amazon Media Group (AMG)
  15. 15. #SMX #13C3 @CatalystSEM CatalystDigital.com (SE)Optimizing your eRetail presence
  16. 16. #SMX #13C3 @CatalystSEM CatalystDigital.com THE BENEFITS OF eRETAIL OPTIMIZATION Traditional optimization tactics can help your eRetail efforts in numerous ways: • Rankings • Relevancy • Traffic/Conversions • Version Control / Syndication
  17. 17. #SMX #13C3 @CatalystSEM CatalystDigital.com LEVERAGE MULTIPLE TOOLS FOR KEYWORD IDENTIFICATION
  18. 18. #SMX #13C3 @CatalystSEM CatalystDigital.com UNDERSTAND THE SEARCH LANDSCAPE BEYOND GOOGLE Brand Retailer 1 Amazon Organic Amazon Paid Retailer 2 Google Organic Google Paid Google Shopping/PLAs Retailer 3 Walmart Brand 1 18% 18% - - 5% 34% 14% - 3% Brand 2 22% 39% 2% 4% 21% 13% 67% 2% 52% Brand 3 7% 3% - 50% 9% 1% 10% 1% 2% Brand 4 8% 32% - 26% 1% 1% 5% 10% 15% Tools: Ranking visibility Tools STAT, Brightedge, etc. Competitive tools SEMRush, SpyFu, AdGooRoo Custom crawlers: Mozenda, Deep Crawl
  19. 19. #SMX #13C3 @CatalystSEM CatalystDigital.com Improving findability & shoppability
  20. 20. #SMX #13C3 @CatalystSEM CatalystDigital.com Shoppability FindabilityThe Sweet Spot
  21. 21. #SMX #13C3 @CatalystSEM CatalystDigital.com
  22. 22. #SMX #13C3 @CatalystSEM CatalystDigital.com KEY STEPS TO IMPROVING SHOPPABILITY, IMPROVES CONVERSION RATES BEST PRACTICE IMAGES 3 or more images REVIEWS 21 reviews or more SUPPLEMENTAL CONTENT At least 1 piece of supplemental content AVAILABILITY Always in stock
  23. 23. #SMX #13C3 @CatalystSEM CatalystDigital.com CONSIDER USING MEDIA THAT CONVEYS PRODUCT VALUE • Depending on product category, (F+B+T+B) imagery may not be sufficient • Consider using creative means of conveying product value to differentiate similar products • In mobile, images are more prominently displayed
  24. 24. #SMX #13C3 @CatalystSEM CatalystDigital.com AMAZON RANKING INFLUENCERS The top 5 factors that correlate with a better ranking: Amazon Best Sellers Rank (Sales Rank) Items Sold/Fulfilled by Amazon (Buy Box) Keywords in Product Title Prime Eligible products Discounts
  25. 25. #SMX #13C3 @CatalystSEM CatalystDigital.com EXCLUDING AMAZON, MAJORITY OF eRETAIL MARKETPLACES ARE INFLUENCED BY STANDARD SEO We decided to test our hypothesis by creating a test and control group of SKUs By applying traditional SEO tactics, we were able to demonstrate a 14% lift in traffic Optimized GroupControl Group - Not Optimized Those not optimized for Findability showed a 1% decrease in shopper visits -1% +14% Tracked and optimized product pages showed a 14% improvement in shopper visits
  26. 26. #SMX #13C3 @CatalystSEM CatalystDigital.com Planning your next trip looking forward, yet available today
  27. 27. #SMX #13C3 @CatalystSEM CatalystDigital.com VOICE IS POWERFUL By 2018, 30% of our interactions with technology will be through conversations with smart machines Source: Design News: “UX Design: The Age of Voice Is Here Connected Home Install Base 2017 Projections driving over $12 BN in Revenue/Year Source: Berg Insight Voice Digital Assistant B2C 2021 Revenue Projections Source: Tractica: Virtual Digital Assistants Report August 2016 $11.7 BN/YR45 MM Homes30% of Interactions 1.83 BN 390 MM 2015 2021 By 2021, # of Consumers using AI voice assistants will reach 1.83 BN
  28. 28. #SMX #13C3 @CatalystSEM CatalystDigital.com VOICE IS NOW THE NEW STANDARD A massive shift in voice has already begun: • In 2014, voice search traffic was negligible, today it exceeds 10% of all search traffic on amazon • Virtual assistants exceed 50B voice searches per month. • By 2020, over 200 billion searches per month will be done with voice. VOICE SEARCHES KEYWORD SEARCHES 300B 200B 100B 0B 2005 2010 2015 2020 Source: MindMeld Who will be first – Google, Apple or Amazon?
  29. 29. #SMX #13C3 @CatalystSEM CatalystDigital.com GOOGLE HOME VS. AMAZON ALEXA • Alexa Skills • Open to all brands, not just merchants • Larger footprint - integration extends beyond echo & dot • Google Actions • Applies to Google Phones w/ Assistant • eCom tied to Google Express, products must be available to purchase
  30. 30. #SMX #13C3 @CatalystSEM CatalystDigital.com AMAZON’S CHOICE - A PAID (VOICE) SEARCH TEST • When ordering a product via Alexa, Amazon will search your order history to arrive at a product recommendation • If no similar product is found, Amazon will recommend ‘Amazon’s Choice’ • Monitor & measure those within your relevant product category
  31. 31. #SMX #13C3 @CatalystSEM CatalystDigital.com IN SUMMARY, EXTEND YOUR EFFORTS BEYOND TRADITIONAL SEARCH ENGINES BY: • Supporting tier 1 & 2 eRetail sites • Apply search optimization best practices to product pages • Take advantage of all paid search eRetail partners • Consider voice search opportunities through search lens
  32. 32. #SMX #13C3 @CatalystSEM CatalystDigital.com Chris Humber Head of Practice, Search, Catalyst Chris.Humber@groupm.com 212-297-8190 617-663-1247 | CatalystDigital.com | © 2017 Catalyst | All Rights Reserved THANK YOU!See You At The Next #SMX

Editor's Notes

  • Let’s take a journey across the retail landscape.. My hope is by our conclusion, you’ll have a sense of those can’t miss landmarks, understand the necessity of quick pass shortcuts and longer more scenic routes as well as those unpaved roads in need of repair. Lastly, we’ll end this session looking towards the future – and your next journey.
  • Most notably, Mobile shopping (tablet and phone) is up across the board this holiday season; as you think about 2017 – a mobile first strategy is critical!
  • Those old roads can lead somewhere fantastic but can be challenging to navigate. In order to grow, search engines will have to look to ‘pave’ new roads in retail.
  • What is the most popular destination when planning for eretail?
  • That’s up 10% over the previous year. 28% turning to search, 16% turning to a retailer
  • Challenging Google and other search engines…
  • Wide open spaces, secondary destination that can lead to growth in commerce…
  • 55% of users go to Pinterest to find and shop for products, clear a destination that should be considered in your retail planning… On average, people view 55 Pins per search
  • Similar to traditional paid search, the speed of activation can allow for early testing to size the opportunity and inform organic efforts….
  • The long road, requiring focus to achieve positive results… it may take longer to arrive however the drive will be a scenic one…
  • Pro tip – use search as a lens for product title, descriptions & keywords (hidden).. It’s important to align with how consumers search… instead of rinse use mouthwash…
  • Core A9 influencers that drives greater visibility…
  • 91 Million homes in Europe & NA will be smart by 2020
  • You do not have to be Amazon Merchant to take advantage of Alexa Voice Search & Skills. With consumer transactional data available to amazon, many predict amazon will be the first to capitalize on prescriptive recommendations – knowing when you need before you do.
  • Example search “Soldering Iron”; Primary influencers we’ve noted to date: Discount (some level or %), AVG.. Rating min. 4.00, 70 Revenue…

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