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Get more shoppers
Build Your Online 2 Offline Funnel
Driving Local ROI with O2O Conversions
The 
 
 Story
5.0 Million
Local businesses analyzed
312 Million
Reviews analyzed
1.8 Billion
Local listings analyzed month...
Local Search = Intent
93% of retail purchases
are still happening in-store
72% of mobile local
searches lead to an
in-stor...
Build Your Local O2O Funnel
Build your 
O2O 
funnel
Build your 
O2O 
funnel
Build your O2O 
funnel
Local Search Market Sha...
Local O2O Funnel: Step 1
T1: Local Search
Market Share
T2: Local Listing
Presence
T3: Online Conversions
T4: Offline In-St...
Local O2O Funnel: Step 2
T1: Local Search
Market Share
T2: Local Listing
Presence
T3: Online Conversions
T4: Offline In-St...
Local O2O Funnel: Step 3
T1: Local Search
Market Share
T2: Local Listing
Presence
T3: Online Conversions
T4: Offline In-St...
Local O2O Funnel: Step 3
T1: Local Search
Market Share
T2: Local Listing
Presence
T3: Online Conversions
T4: Offline In-St...
Local O2O Funnel: Step 4 
T1: Local Search
Market Share
T2: Local Listing
Presence
T3: Online Conversions
T4: Offline In-S...
Local O2O Funnel: Step 5
T1: Local Search
Market Share
T2: Local Listing
Presence
T3: Online Conversions
T4: Offline In-St...
Get more shoppers
The Bottom Line

Calculating your O2O Funnel ROI
Remember the O2O Funnel
 Build your 
O2O 
funnel
Build your O2O 
funnel
Local Search Market Share
Local Listings Presence
...
Total Addressable Market 
 Build your 
O2O 
funnel
Build your O2O 
funnel
TOTAL LOCAL SEARCH OPPORTUNITY
Total brand searc...
Current Market Share
 Build your 
O2O 
funnel
Build your O2O 
funnel
Total Search Opportunity (TSO): 32.1 M
LOCAL SEARCH M...
Market Share Opportunities
 Build your 
O2O 
funnel
Build your O2O 
funnel
Your Market Share: 13.9M searches
T1: Local Sea...
Listing Presence
 Build your 
O2O 
funnel
Build your O2O 
funnel
Tools:
•  RioSEO
•  SweetIQ
•  Vendasta
•  WhiteSpark
•  ...
Measuring Performance
 Build your 
O2O 
funnel
Build your O2O 
funnel
T1: Local Search
Market Share
T2: Local Listing
Pres...
Measuring Performance
 Build your 
O2O 
funnel
Build your O2O 
funnel
17,567
T1: Local Search
Market Share
T2: Local Listi...
Modeling offline conversions
 Build your 
O2O 
funnel
Build your O2O 
funnel
Online Conversions
Offline in-
Store Visit
ra...
Measuring O2O ROI
 Build your 
O2O 
funnel
Build your O2O 
funnel
T1: Local Search
Market Share
T2: Local Listing
Presence...
Your O2O funnel: retail
Local Search Impressions
Local Listing Views
Online Conversions
Offline In-Store
Conversions (visi...
Your O2O funnel: restaurant
Local Search Impressions
Local Listing Views
Online Conversions
Offline In-Store
Conversions (...
Your O2O funnel: medical 
Local Search Impressions
Local Listing Views
Online Conversions
Offline In-Store
Conversions (vi...
Get more shoppers
Michael Mire
Co-Founder & CRO
@MichaelMire1 | Michael@sweetiq.com
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Build Your O2O Funnel

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Build Your O2O Funnel

  1. 1. Get more shoppers Build Your Online 2 Offline Funnel Driving Local ROI with O2O Conversions
  2. 2. The Story 5.0 Million Local businesses analyzed 312 Million Reviews analyzed 1.8 Billion Local listings analyzed monthly Our Story
  3. 3. Local Search = Intent 93% of retail purchases are still happening in-store 72% of mobile local searches lead to an in-store visit 4/5 consumers conduct local searches 54% Looking for of Operation 53% Getting Directions 50% looking for an address 45% looking for product availability 51% will make a purchase within 24 hours Build your O2O funnel Build your O2O funnel
  4. 4. Build Your Local O2O Funnel Build your O2O funnel Build your O2O funnel Build your O2O funnel Local Search Market Share Local Listings Presence Online Conversions Offline In-Store Conversions In-Store Sales T1 T2 T3 T4 T5 Local search impressions Pg 1 rank, accurate data, positive ratings & reviews Click-thru to: website, driving directions, phone calls, offers Store visits and calls Coupon and offer redemptions
  5. 5. Local O2O Funnel: Step 1 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel
  6. 6. Local O2O Funnel: Step 2 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel 3. Positive reviews 1. Page 1 SERP 2. Correct Data
  7. 7. Local O2O Funnel: Step 3 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel
  8. 8. Local O2O Funnel: Step 3 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel
  9. 9. Local O2O Funnel: Step 4 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel Google Report May 2014 Google Report May 2013
  10. 10. Local O2O Funnel: Step 5 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel Percentage of in-store visitors who buy Average order value
  11. 11. Get more shoppers The Bottom Line Calculating your O2O Funnel ROI
  12. 12. Remember the O2O Funnel Build your O2O funnel Build your O2O funnel Local Search Market Share Local Listings Presence Online Conversions Offline In-Store Conversions In-Store Sales T1 T2 T3 T4 T5 Local search impressions Pg 1 rank, accurate data, positive ratings & reviews Click-thru to: website, driving directions, phone calls, offers Store visits and calls Coupon and offer redemptions
  13. 13. Total Addressable Market Build your O2O funnel Build your O2O funnel TOTAL LOCAL SEARCH OPPORTUNITY Total brand searches (annual) Keyword category searches (annual) Total search opportunity Online conversion (directions/calls) @ 1% Online to in-store conversion rate @ 50% In-store visit to purchase rate @ 51%* Average order value @ $65 8.1 M 24 M 32.1 M 321 K 160.5 K 81.9 K $5.3 M T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
  14. 14. Current Market Share Build your O2O funnel Build your O2O funnel Total Search Opportunity (TSO): 32.1 M LOCAL SEARCH MARKET SHARE Current local visibility (58%) * TSO Listing Accuracy (65%) YOUR MARKET SHARE -13,5 M -4.7 M 13.9 M CURRENT POTENTIAL SALES Click thru rate (directions or call) @ 1% Online to in-store conversion rate @ 50% In-store visit to purchase rate @ 51%* Average order value @ $65 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales 139 K 69.5 K 35.4 K $2.3 M
  15. 15. Market Share Opportunities Build your O2O funnel Build your O2O funnel Your Market Share: 13.9M searches T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales GROW LOCAL SEARCH MARKET SHARE BY 25% Additional Market Share: Increase listings coverage & fix listing errors CURRENT POTENTIAL SALES Click thru rate (directions or call) @ 1% Online to in-store conversion rate @ 50% In-store visit to purchase rate @ 51%* Average order value @ $65 3.5 M 35 K 17.5K 8.9 K $580.1 K
  16. 16. Listing Presence Build your O2O funnel Build your O2O funnel Tools: •  RioSEO •  SweetIQ •  Vendasta •  WhiteSpark •  Yext T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
  17. 17. Measuring Performance Build your O2O funnel Build your O2O funnel T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
  18. 18. Measuring Performance Build your O2O funnel Build your O2O funnel 17,567 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
  19. 19. Modeling offline conversions Build your O2O funnel Build your O2O funnel Online Conversions Offline in- Store Visit rate In-Store Sales conversion rate Average order value Calls 11% 50% – 71% 10% - 90% Depends Driving directions 6% Website clicks 2% T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
  20. 20. Measuring O2O ROI Build your O2O funnel Build your O2O funnel T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales (Σ calls × in-store visit rate) + (Σ directions × in-store visit rate) × In-store conversion rate (purchases) × Average order value = Attributable in-store sales
  21. 21. Your O2O funnel: retail Local Search Impressions Local Listing Views Online Conversions Offline In-Store Conversions (visits) 273K 10.7% 60% 25% 101.1 M 10.8 M 1.9 M 1.1 M $13.6 M 17.6% 2.5% AOR: $50
  22. 22. Your O2O funnel: restaurant Local Search Impressions Local Listing Views Online Conversions Offline In-Store Conversions (visits) 215K 24.7% 70% 85% 13.1 M 3.2 M 362 K 253 K $6.5 M 11.2% 6.7% AOR: $30
  23. 23. Your O2O funnel: medical Local Search Impressions Local Listing Views Online Conversions Offline In-Store Conversions (visits) 1.1K 30% 60% 20% 1.1 M 306K 9.4K 5.7K $565.5 K 3.1% 0.3% AOR: $500
  24. 24. Get more shoppers Michael Mire Co-Founder & CRO @MichaelMire1 | Michael@sweetiq.com

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