Trendsetters in commerce marketing of 2011 in US & Europe - Yulia Smirnova

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  • Grow organic search visibility multi-format, multi-channel to leverage free trafficReduce steps pre-checkout to convert fasterTap into impulse buys to capitalize on instant buy decision Tap into discovery buys to grab shoppers who are killing time, or contemplating on a high item purchase..Cater local needs, deliver by local means to expand into new markets, segments
  • Grow organic search visibility multi-format, multi-channel to leverage free trafficReduce steps pre-checkout to convert fasterTap into impulse buys to capitalize on instant buy decision Tap into discovery buys to grab shoppers who are killing time, or contemplating on a high item purchase..Cater local needs, deliver by local means to expand into new markets, segments
  • 10 Pandas in 2011 for unique, original content, quality links and user experience on Google 1 freshness for recent content 40 changes in search quality by Feb ’12, less weight on linksG + , search plus your world, local G Product searchRel=author, rel=publisher tags More space for Paid search (sitelinks, images,etc)
  • Search marketing, when it comes to organic or natural search is no longer about KWs, it incorporates social, local, opportunities for better searcher experience with rich snippets (site links, image tagging). Driving natural search is only effective these days if it is integrated in social media, in email, mobile and other parts of marketing. It also includes user experience and the consistency of it on various channels.
  • Rich snippetsUniversal search Social sharingUnique, original, fresh contentMobile friendliness of the site
  • has videos on PDPs, and posts them on Facebook, YouTubeIncreased conversions since adding videos for PDPsIncreased conversion time of 1st visitors on PDPsExtended reach on SE
  • The only hotel site that inspects in person. Like your mother-in-law. Healthy linksSite architecture and wonderful content, creative copy, sharible stuff
  • Email + mobile is the most effective pairing Targeting last minute shoppers
  • Curated merchandising allows customers decide faster to buyOrganizing items into branded sections (89%) Grouping products according to themes (64%)Burtons.com by collectionsBuild it yourself, wishlist, mix & match allows to capture shoppers that do not searchArt.comCoach commerce, perfect for kill time or differed shopping… on tablets, iPadsWine.com 50 % tablet shoppers prefer from the coach20 % from their bed 63 % of US retailers consider site redesignPet supplies 49 % of all mobile traffic from iPads, 19 % iPhone, 2.7 % Kindle Fire
  • “Match My Image”“Inspire My Discovery”
  • Wine.combr
  • London market is similar “Groceries, apparel are the hottest categories in UK”Private sales events, private sales sites are growing in SpainJewelry and designer clothing dominance Yoox.com
  • Expandinternationally, but play by local rulesAmazon, dominates Europe through coming early, investing locally per country Easter Lauder provides payment by country conditionsYoox started with strong in specific categories (jewelry and design clothing), expanded later
  • Trendsetters in commerce marketing of 2011 in US & Europe - Yulia Smirnova

    1. 1. Trendsetters in ecommercemarketing in 2011 in US andEuropeYulia V SmirnovaInternet marketer, in-house SEO, ecommerce professionalhttp://www.linkedin.com/in/ysmirnovaBlog: www.memesponge.com@memespongeMar 15, 2012
    2. 2. traffic,5 strategies forconversions① Grow organic search visibility multi-format, multi- channel② Reduce noise, extra steps pre-checkout③ Tap into impulse buys④ Tap into discovery buys⑤ Cater local needs, deliver by local
    3. 3. 5 strategies for traffic, conversions① Grow organic search visibility multi-format, multi- channel
    4. 4. Google algo and state of SEO① SEO content is more than KW Research, Quality, uniqueness, originality, authorship, freshness, recency rewarded② Social discovery is hot③ Links losing their weight④ Images index is expanded in universal search, freshness matters⑤ More balanced SERPs, won’t show too many results from one site⑥ Local is growing, mobile recommendations are hot⑦ International launch of shopping rich snippets⑧ Paid search is occupying more space⑨ Mobile starts weighing in, HTML5 looks promising⑩ Rel = author might factor into AuthorRank Source:
    5. 5. Google real estate getting crowded
    6. 6. Google real estate more integrated withsocial, local, personal
    7. 7. Opportunities for search visibilitya. Rich snippetsb. Universal searchc. Social integrationd. Unique, original, fresh content, worthy of share, pin or likee. Mobile friendliness of the site
    8. 8. 30 % CTR upliftOthers CTR boost 36 – 400%SEO traffic lift 5-10% (rel =author, rel=publisher)
    9. 9. Top 500 with rich snippets
    10. 10. Increased conversions for PDP,extended reach
    11. 11. Quality content, SEO as part of product strategy  55 % natural search, 5 % direct traffic
    12. 12. 2 clicks to share and earn Cash
    13. 13. 5 strategies for traffic, conversions② Reduce noise and extra steps pre-checkout a. Help with ‘which one’ decision b. Remove pages, clicks
    14. 14. Smoothwindow shopping, perfect pagination
    15. 15. Converts w/out product pages
    16. 16. compares, swatches pre-checkout Courtesy of Best of the Web 2012, Internet Retailer Hot 100, Dec 2011
    17. 17. Plenty customers? Now What? to shop moreProvide opportunitiesAnywhere, anytime
    18. 18. 41% smartphone users researched andpurchased on mobile  Travel companies dominate top 10 in mobile commerce  85 % of frequent flyers use smartphones and adopt mobile shopping Courtesy of eMarketer, Internet Retailer
    19. 19. mobile is Expected, lost sales if not delivered well51% more likely to purchase from retailers when it was mobile friendly 40% would visit a competitors site instead due to a disappointing mobile experience Courtesy of eMarketer, Internet Retailer
    20. 20. 5 strategies for traffic, conversions③ Tap into impulse buys of “on-the-go” last minute markets a. Mobile loves travel b. Mobile delivers instant gratification c. Mobile + email = perfect match in heaven
    21. 21. 2x mobile bookings in 2011 Courtesy of Internet Retailer, mobile guide 2011
    22. 22. Email + mobile = perfect matchmail.hotels.com pages. mail.hotels.com158 % YOY 82 % YOYclick.mail.hotels.com view. mail.hotels.com255 % YOY 71 % YOY Email combined 10 % of total traffic, courtesy of Compete
    23. 23. Apps only merchants tap this market
    24. 24. Go Now grabs spontaneous shopper Courtesy of Best of the Web 2012, Internet Retailer Hot 100, Dec 2011
    25. 25. mobile growth 1250% YOY, 184% Courtesy of Compete
    26. 26. 5 strategies for traffic, conversions④ Tap into discovery buysa. Curated merchandisingb. Make me a matchc. Coach, bedroom commerce
    27. 27. spend 2x more, convert 75 % faster Courtesy Internet Retailer, Best of the Web 2012, Internet Retailer Hot 100, 2011
    28. 28. 6 % iPad traffic of total trafficTablet shoppers spend more $225 vs. to $150 on site 8 % of total revenue20 % revenue day after Xmas 2011 Courtesy of Internet Retailer Web, Dec 2011
    29. 29. traffic,5 strategies forconversions⑤ Cater to local needs, deliver by local means a. Find real need within your own market /niche/grow dominate hot category a. Expand internationally, but play by local rules
    30. 30. Toronto condensed lifestyle brings delivery ecommerce
    31. 31. Country specific marketing,merchandising and payment options Top 300 Europe Guide, 2011
    32. 32. 5opportunities for traffic,conversions① Explore natural search, invest into content production of items, worthy sharing every day② Reduce noise, barriers to buy③ Feed impulse buys, convert the always connected shopper whenever, wherever④ Tap into discovery buys, make your shoppers a match in heaven⑤ If expanding markets (segments, countries), think local needs , deliver by local means
    33. 33. Imagine exploring all 5 $100 billion in 2015
    34. 34. Obrigado, perguntas são bem-vindos Yulia V Smirnovahttp://www.linkedin.com/in/ysmirnovaBlog: www.memesponge.com@memespongeyulia@memesponge.com

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