Get The Look: Improve the Shopper Experience with Visual Search Optimization | MozCon 2019

1. Joelle Irvine, Director, Marketing & Growth @joelleirvine | @bookmarkcontent GET THE LOOK: Improve the shopper experience with visual search optimization - MozCon 2019

2. THOSE SHOES, THOUGH. Image Source: Browns Shoes #MozCon #ShoesofMozCon @joelleirvine

3. FIRST INSTINCT, GOOGLE IT! #MozCon @joelleirvine

4. Men’s dress shoe pattern SEARCH #1 #MozCon #ShoesofMozCon @joelleirvine

5. GOOGLE SAYS #MozCon #ShoesofMozCon @joelleirvine

6. SEARCH #2 “women's black patent leather brogue shoes with black and white platform sole” #MozCon #ShoesofMozCon @joelleirvine

7. GOOGLE SAYS #MozCon @joelleirvine

8. GOOGLE IMAGES #MozCon @joelleirvine

9. GOOGLE SHOPPING #MozCon @joelleirvine

10. IT’S LIKE Image source: Palico #MozCon @joelleirvine

11. WHAT ABOUT VISUAL SEARCH? 🙌 #MozCon #ShoesofMozCon @joelleirvine

12. CONTEXT

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. 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. 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. 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. WHAT’S NEW?

18. SO, YOU HAVE THIS CHAIR. . . Image source: Pinterest Engineering blog #MozCon @joelleirvine

19. AND YOU’RE TRYING TO MAKE IT WORK. #MozCon @joelleirvine

20. STANDARD VISUAL SEARCH RESULTS via PINTEREST LENS Image source: Pinterest Engineering blog #MozCon @joelleirvine

21. PINTEREST HYBRID SEARCH Hybrid search results of “bookshelves”, “walls”, and “clocks” + Image of the Chair Image source: Pinterest Engineering blog #MozCon @joelleirvine

22. PINTEREST ‘COMPLETE THE LOOK’ #MozCon @joelleirvine

23. PINTEREST ENGINEERING BLOG #MozCon @joelleirvine

24. GOOGLE LENS Google Lens Filters Translate filter Shopping filter #MozCon @joelleirvine

25. AR IN GOOGLE SEARCH AR in Google Search results #MozCon @joelleirvine Results from April 2019

26. THE OPPORTUNITY FOR BRANDS

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. LEVERAGE EXISTING PLATFORMS & PARTNERSHIPS Levi’s & Pinterest ASOS & ViSenze #MozCon @joelleirvine

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. 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. 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. INCREASE REVENUE By 2021, eCommerce brands with voice and visual search optimization will increase profits by up to 30%. - Gartner #MozCon @joelleirvine

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. HOW TO OPTIMIZE

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. IMAGE SITEMAPPING Example sitemap entry Image tag definitions Image source: Google Webmasters #MozCon @joelleirvine

37. IMAGE PRODUCT DATA #MozCon @joelleirvine

38. SYNC DATA WITH PLATFORMS Google Shopping ads ‘Shop by brand’ on Pinterest NEW #MozCon @joelleirvine

39. STRUCTURED DATA Consider what’s important: 1. Product 2. Offer 3. Image Gallery 4. Person #MozCon @joelleirvine

40. ENABLE RICH PINS Pinterest Rich Pin Image source: Pinterest Developers Pinterest feed w/ Rich PinsPinterest feed w/o Rich Pins #MozCon @joelleirvine

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. 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. 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

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. TRACK TOPICS & TRENDS Source: Pinterest Business #MozCon @joelleirvine

49. SO WHAT’S NEXT? #MozCon #ShoesofMozCon @joelleirvine

50. THANK YOU Joelle Irvine Director, Marketing & Growth @joelleirvine | @BookmarkContent bookmarkcontent.com