Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Get The Look: Improve the Shopper Experience with Visual Search Optimization

1,764 views

Published on

Joelle shows how image optimization can improve the overall customer experience and play a key role in discoverability, product evaluation, and purchase decisions for online shoppers. At the same time, accepting that image recognition technology is not yet perfect, she also shares actionable tactics to better optimize for visual search to help those shoppers find that perfect style they just can’t put into words. See blog post on Bookmark This: http://bit.ly/2KBz1Jk

- Presented at MozCon 2019.

Published in: Marketing
  • Be the first to comment

Get The Look: Improve the Shopper Experience with Visual Search Optimization

  1. 1. Joelle Irvine, Director, Marketing & Growth @joelleirvine | @bookmarkcontent GET THE LOOK: Improve the shopper experience with visual search optimization - MozCon 2019
  2. 2. THOSE SHOES, THOUGH. Image Source: Browns Shoes #MozCon #ShoesofMozCon @joelleirvine
  3. 3. FIRST INSTINCT, GOOGLE IT! #MozCon @joelleirvine
  4. 4. Men’s dress shoe pattern SEARCH #1 #MozCon #ShoesofMozCon @joelleirvine
  5. 5. GOOGLE SAYS #MozCon #ShoesofMozCon @joelleirvine
  6. 6. SEARCH #2 “women's black patent leather brogue shoes with black and white platform sole” #MozCon #ShoesofMozCon @joelleirvine
  7. 7. GOOGLE SAYS #MozCon @joelleirvine
  8. 8. GOOGLE IMAGES #MozCon @joelleirvine
  9. 9. GOOGLE SHOPPING #MozCon @joelleirvine
  10. 10. IT’S LIKE Image source: Palico #MozCon @joelleirvine
  11. 11. WHAT ABOUT VISUAL SEARCH? 🙌 #MozCon #ShoesofMozCon @joelleirvine
  12. 12. CONTEXT
  13. 13. IMAGE vs. VISUAL SEARCH Enter text queries and search engine returns image results. Provide an image and search engine returns similar image results. Image Search Visual Search #MozCon @joelleirvine
  14. 14. WAIT WHAT? Visual Search in Google Photos Visual Search results via Google Lens Take a pic & search Pinterest Lens Visual Search results via Pinterest Lens #MozCon @joelleirvine
  15. 15. of consumers place more importance on visuals than on text information when shopping online for clothing or furniture. - The Intent Lab 85% #MozCon @joelleirvine
  16. 16. USER EXPECTATIONS ARE GROWING Source: ViSenze, 2018 of millennials would like to be able to search by image 62% of millennials would like to be able to click to purchase directly from content. 58% #MozCon @joelleirvine
  17. 17. WHAT’S NEW?
  18. 18. SO, YOU HAVE THIS CHAIR. . . Image source: Pinterest Engineering blog #MozCon @joelleirvine
  19. 19. AND YOU’RE TRYING TO MAKE IT WORK. #MozCon @joelleirvine
  20. 20. STANDARD VISUAL SEARCH RESULTS via PINTEREST LENS Image source: Pinterest Engineering blog #MozCon @joelleirvine
  21. 21. PINTEREST HYBRID SEARCH Hybrid search results of “bookshelves”, “walls”, and “clocks” + Image of the Chair Image source: Pinterest Engineering blog #MozCon @joelleirvine
  22. 22. PINTEREST ‘COMPLETE THE LOOK’ #MozCon @joelleirvine
  23. 23. PINTEREST ENGINEERING BLOG #MozCon @joelleirvine
  24. 24. GOOGLE LENS Google Lens Filters Translate filter Shopping filter #MozCon @joelleirvine
  25. 25. AR IN GOOGLE SEARCH AR in Google Search results #MozCon @joelleirvine Results from April 2019
  26. 26. THE OPPORTUNITY FOR BRANDS
  27. 27. VISIBILITY FOR LESSER KNOWN BRANDS of all Pinterest searches are non-branded.1 97% 70%of weekly Pinners discover new products on Pinterest.2 Source: 1. Pinterest internal data 2017; 2. GfK, Path to purchase study, Dec 2017. #MozCon @joelleirvine
  28. 28. LEVERAGE EXISTING PLATFORMS & PARTNERSHIPS Levi’s & Pinterest ASOS & ViSenze #MozCon @joelleirvine
  29. 29. WHY PINTEREST? 600 million visual searches every month on Pinterest! Pinterest 33% more than Facebook Friends and family 41% Social media platforms 35% Pinterest 60% Search engines 48% Where do Pinners get ideas for what to buy?1 71% more than Snapchat Facebook Snapchat Twitter 200% more than Twitter Pinterest Proportionately, Pinterest drives more referral traffic to shopping sites than social platforms do2 Source: 1. GfK, Path to purchase study, Dec 2017; 2. Pinterest, Online interaction study, Dec 2017. #MozCon @joelleirvine
  30. 30. CAPITALIZE ON IMPULSE BUYING say Pinterest inspires them to shop when they aren’t actually looking for anything.72% Source: GfK, Path to purchase study, Nov. 2018. #MozCon @joelleirvine
  31. 31. ONLINE EXPERIENCE IN-STORE Alibaba & Guess partnership Amazon blended Reality Patent Image sources (left to right): cbinsights.com, alistdaily.com and Pinterest Business Pincodes #MozCon @joelleirvine
  32. 32. INCREASE REVENUE By 2021, eCommerce brands with voice and visual search optimization will increase profits by up to 30%. - Gartner #MozCon @joelleirvine
  33. 33. VISUAL SEARCH ISN’T PERFECT Auto-select the wrong focal point Categorize people instead of products Display items that are out of stock #MozCon @joelleirvine
  34. 34. HOW TO OPTIMIZE
  35. 35. STANDARD IMAGE OPTIMIZATION Image Search Visual Search • Image size • Responsiveness • File names • Keywords • Alt tags • Title tags • Meta descriptions • Captions • URLs #MozCon @joelleirvine
  36. 36. IMAGE SITEMAPPING Example sitemap entry Image tag definitions Image source: Google Webmasters #MozCon @joelleirvine
  37. 37. IMAGE PRODUCT DATA #MozCon @joelleirvine
  38. 38. SYNC DATA WITH PLATFORMS Google Shopping ads ‘Shop by brand’ on Pinterest NEW #MozCon @joelleirvine
  39. 39. STRUCTURED DATA Consider what’s important: 1. Product 2. Offer 3. Image Gallery 4. Person #MozCon @joelleirvine
  40. 40. ENABLE RICH PINS Pinterest Rich Pin Image source: Pinterest Developers Pinterest feed w/ Rich PinsPinterest feed w/o Rich Pins #MozCon @joelleirvine
  41. 41. BEYOND THE TECHNICAL Product images should: 1. Be on brand 2. Be clutter-free 3. Have a clear focal point in the foreground 4. Provide context 5. Use original or customized stock photography 6. Include multiple angles 7. Add value – if not, remove! #MozCon @joelleirvine
  42. 42. BEYOND THE TECHNICAL Product images should: 1. Be on brand 2. Be clutter-free 3. Have a clear focal point in the foreground 4. Be in context 5. Use original or customized stock photography 6. Include multiple angles 7. Add value – if not, remove! #MozCon @joelleirvine
  43. 43. BEYOND THE TECHNICAL Product images should: 1. Be on brand 2. Be clutter-free 3. Have a clear focal point in the foreground 4. Provide context 5. Use original or customized stock photography 6. Include multiple angles 7. Add value – if not, remove! Image source: Everlane bag bag shirt shirt #MozCon @joelleirvine
  44. 44. BEYOND THE TECHNICAL Product images should: 1. Be on brand 2. Be clutter-free 3. Have a clear focal point in the foreground 4. Provide context 5. Use original or customized stock photography 6. Include multiple angles 7. Add value – if not, remove! #MozCon @joelleirvine
  45. 45. BEYOND THE TECHNICAL Product images should: 1. Be on brand 2. Be clutter-free 3. Have a clear focal point in the foreground 4. Provide context 5. Use original or customized stock photography 6. Include multiple angles 7. Add value – if not, remove! #MozCon @joelleirvine
  46. 46. BEYOND THE TECHNICAL Product images should: 1. Be on brand 2. Be clutter-free 3. Have a clear focal point in the foreground 4. Provide context 5. Use original or customized stock photography 6. Include multiple angles 7. Add value – if not, remove! #MozCon @joelleirvine
  47. 47. BEYOND THE TECHNICAL Product images should: 1. Be on brand 2. Be clutter-free 3. Have a clear focal point in the foreground 4. Provide context 5. Use customized stock photography 6. Include multiple angles 7. Add value – if not, remove! Image source: Frank and Oak #MozCon @joelleirvine
  48. 48. TRACK TOPICS & TRENDS Source: Pinterest Business #MozCon @joelleirvine
  49. 49. SO WHAT’S NEXT? #MozCon #ShoesofMozCon @joelleirvine
  50. 50. THANK YOU Joelle Irvine Director, Marketing & Growth @joelleirvine | @BookmarkContent bookmarkcontent.com

×