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How to Dominate Ecommerce in 2020
The document discusses strategies to enhance e-commerce performance in 2020, focusing on the rapid shift to online shopping due to COVID-19, which resulted in significant sales growth. Key topics include the importance of personalization for customer loyalty, optimizing landing pages, and adapting SEO strategies to meet changing consumer behaviors. The document emphasizes the need for quick adaptation and innovative solutions to capture and retain new online customers effectively.
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How to Dominate Ecommerce in 2020
- 1. #SEJeSummit @LongtailUX How to Dominate Ecommercein 2020 #SEJeSummit @LongtailUX
- 2. #SEJeSummit @LongtailUX Meeting Ecommerce Customer Expectations forSearch in 2020 What You Need to Know
- 3. #SEJeSummit @LongtailUX Ecommerce: Once-in-a-lifetime opportunity in2020 Faster shift to Online Shopping due to Covid-19 Source: Forbes, May 2020 5x YoY growth of Ecommerce sales 77%
- 4. #SEJeSummit @LongtailUX Hi Andreas Dzumla Co-Founder &Co-CEO at Longtail UX • Ex-Googler and Ex Dentsu Aegis Network GM • At Google, part of the team that launched the first version of AdWords Editor, Mobile Ads and Quality Score • Managed online marketing budgets of $30M, both agency and client side, and ecommerce website projects across 15 markets in US, Europe and JAPAC
- 5. #SEJeSummit @LongtailUX Longtail UX –The fastest way to expand your online market share +19% total new user growth +$20 million per year in new revenue +42% total new user growth 64% reduction in customer acquisition cost +500% return on advertising spend
- 6. #SEJeSummit @LongtailUX Creating new WebsiteCapabilities to drive Channel Efficiency LUX Smart Pages Re-imagine replatforming: Data-driven, fast, iterative transformation instead of slow, expensive and inflexible replatforming 1. LUX Organic Manage SEM like SEO. 2. LUX Shopping Capture twice the online sales per click. 3. LUX Paid Exact-matching landing pages for every Keyword. Organic Search Shopping Ads Paid Social Retargeting Paid Search Retargeting Website
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- 11. #SEJeSummit @LongtailUX The New Ecommerce Customer WhatYou Need to Know
- 12. #SEJeSummit @LongtailUX Poll: How much haveyour online sales grown year on year? • Negative growth / About the same • 20-50% increase • 50-100% increase • 100%+ increase • I don’t know
- 13. #SEJeSummit @LongtailUX New to YourNiche 74% Source: SurveyMonkey, July 2020 “I am buying items I usually would not buy online.”
- 14. #SEJeSummit @LongtailUX 67%67% Older – LessTech-Savvy Source: Emarketer, June 2020 New U.S. online shoppers are aged 45+
- 15. #SEJeSummit @LongtailUX 43%43% Said “difficulty findingthe item I need” is their #1 complaint about online shopping Source: SurveyMonkey, June 2020 Older – Less Tech-Savvy
- 16. #SEJeSummit @LongtailUX Ready to BeWon for Life 80% said yes - more likely to return to an online shop that personalises experience Source: Longtail UX survey, July 2020 no yes
- 17. #SEJeSummit @LongtailUX The Power ofFirst-Touch Personalization What You Need to Know
- 18. #SEJeSummit @LongtailUX Personalization “…can make customersfeel a deep loyalty to us, because we know them so well.” - Jeff Bezos, 1998
- 19. #SEJeSummit @LongtailUX Personalization Source: Segment, 2018 ofshoppers have purchased something more expensive than originally planned due to a personalised shopping experience. of shoppers expressed frustration towards shopping experiences that feel "impersonal" 40% 71%
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- 21. #SEJeSummit @LongtailUX First-Touch Personalization• A storewith products in stock that solve our problem. • Knowledgeable staff who can direct us to the section of the store with only those products. • A pleasant buying experience.
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- 23. #SEJeSummit @LongtailUX Source: Monetate, 2018 E-commerceLanding Pages Fall Short 48% Reduction in performance with a single product page.
- 24. #SEJeSummit @LongtailUX Solution: “Smart Pages” Ecommerceconversion rates: single product pages smart pages 1.5% 2.9% Source: Monetate, 2018
- 25. #SEJeSummit @LongtailUX The Law of SmartPages 1. Multiple products on the page 2. All match the buyer’s immediate need 3. Visible above the page fold
- 26. #SEJeSummit @LongtailUX Need: “moisturizing shampoofor gray hair” Smart PageSingle product page Smart Page Performance
- 27. #SEJeSummit @LongtailUX 2,574 LUX pages 98% conversion rate -64% CAC Results: AdoreBeauty Product: LUX Smart Pages
- 28. #SEJeSummit @LongtailUX Need: "60 inch4K TV” Smart Page Performance LUX Smart PageSingle product page
- 29. #SEJeSummit @LongtailUX 35,000 LUX pages 105% annual growth $20M Newcustomer revenue Results: Kogan Product: LUX Smart Pages
- 30. #SEJeSummit @LongtailUX The Law of SmartPages 1. Multiple products on the page 2. All match the buyer’s immediate need 3. Visible above the page fold
- 31. #SEJeSummit @LongtailUX Why visible abovethe fold? 116 %more likely to scroll 88% pages visited Need: ”red whiteboard clip” Source: Monetate, 2018
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- 33. #SEJeSummit @LongtailUX Need: "lithium powerstation” LUX Smart PageSingle product page Smart Page Performance (Shopping Ads)
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- 35. #SEJeSummit @LongtailUX 78%78% Huge Ecommerce Opportunity Source: LongtailUX Study, June 2020 Of top 100 E-commerce spenders in paid search fail at least one “Smart Page” law
- 36. #SEJeSummit @LongtailUX MissingFeatured Need: “vegan protein” diet:gluten free lifestyle: organic flavor: vanilla
- 37. #SEJeSummit @LongtailUX material: denim style: distressed design:leopard MissingFeatured Need: “good american jeans”
- 38. #SEJeSummit @LongtailUX MissingFeatured Need: ”corner desk” feature:drawers style: farmhouse color: black
- 39. #SEJeSummit @LongtailUX Poll: Do you showmultiple products matching the search term above the fold? • Yes • No • I don’t know
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- 41. #SEJeSummit @LongtailUX Selling point: Performance AverageROI, LUX Smart Pages 7:1 Conversion rate increase, Smart Pages over Single Product Pages 108%
- 42. #SEJeSummit @LongtailUX Selling point: Urgency Fastershift to Online Shopping due to Covid-19 Source: Forbes, May 2020 5x Bricks & Clicks vs. Ecommerce share price growth 1:13
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- 44. #SEJeSummit @LongtailUX Selling point: Speed Averagetime to replatform Source: Forbes, May 2020 1.5 years Go-live, LUX Smart Pages 2 weeks
- 45. #SEJeSummit @LongtailUX Selling point: Speed(LUX Smart Pages) 10 7 3 1 DAYS TO GO- LIVE: Reverse Proxy Approve Landing Page Template 2-3 days 1-2 days Go live 1-2 days Categorization 2-3 days
- 46. #SEJeSummit @LongtailUX LUX Patents US10534781B2: “Improvements inWebsite traffic optimization” Granted: 2016, 2019
- 47. #SEJeSummit @LongtailUX LUX Patents WO2017197430A1: “Improvements in LandingPage Generation” Pending
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- 50. #SEJeSummit @LongtailUX How Online StoresCan Drive Organic Traffic with On Page SEO Anna Crowe #SEJeSummit @annaleacrowe
- 51. #SEJeSummit @LongtailUX About Me ● I’vebeen running my own company for the last 10+ years specializing in SEO and content. ● I’ve worked with Hearst Magazine, Castello Cheese, Village Candle, Mailboat Records, Westfield Shopping Centers, BigCommerce, and Shopify. Fun facts ● I can milk a goat. ● I toured with the band Kansas. ● I like burritos and puppies (in that order). #SEJeSummit @annaleacrowe Assistant Editor at SEJ & Head of Content at Leadfeeder
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- 54. #SEJeSummit @LongtailUX #SEJeSummit @annaleacrowe The speed of transformationin e- commerce has been savage in 2020.
- 55. #SEJeSummit @LongtailUX #SEJeSummit @annaleacrowe So, how doyou prioritize for SEO?
- 56. #SEJeSummit @LongtailUX #SEJeSummit @annaleacrowe 2020 Roadmap #1 Promotions #2 Reviews #3HTTPS/SSL #4 Help Center #5 Content #6 Site Search #7 Other Search Engines #8 Out of Stock Alternatives
- 57. #SEJeSummit @LongtailUX #SEJeSummit @annaleacrowe Show of hands🙌, have you changed your SEO strategy in 2020?
- 58. #SEJeSummit @LongtailUX #SEJeSummit @annaleacrowe #1 Promotions Promotions can drawin price-sensitive consumers. The key is to run promotions based on customer data — you want to identify your exit points. Action items Create a promotion based on data and need in the moment. Target promotion-related keywords (promo code, discount, sale, coupon) to attract new types of search traffic.
- 59. #SEJeSummit @LongtailUX #SEJeSummit @annaleacrowe Use search behavior Withina matter of 10 days of launching this campaign in March 2020, Supply went from a year low to having one of their best weekend of sales since Black Friday.
- 60. #SEJeSummit @LongtailUX #SEJeSummit @annaleacrowe Use promos &discounts BarkBox increased organic revenue by 35% and increased organic traffic by 359% by creating a custom promotion on their website for influencers.
- 61. #SEJeSummit @LongtailUX #SEJeSummit @annaleacrowe #2 Reviews One way topromote transparency and build trust with your consumers is through reviews. Trustworthy content protects your brand reputation in the searchers perspective, and with your search engine reputation. Action items Create an automated post-purchase email campaign to request reviews for products. Add review schema to each of your product pages.
- 62. #SEJeSummit @LongtailUX #SEJeSummit @annaleacrowe Post-purchase email A fewdays after you become a customer, the company sends you this email asking for a product review.
- 63. #SEJeSummit @LongtailUX #SEJeSummit @annaleacrowe Post-purchase email When youclick the CTA button, you land on a page where you can submit the following form and leave a review.
- 64. #SEJeSummit @LongtailUX #SEJeSummit @annaleacrowe Post-purchase email Plus, theyget richer and more meaningful product reviews, like this.
- 65. #SEJeSummit @LongtailUX #SEJeSummit @annaleacrowe Post-purchase email And, utilizethat for schema. If you’re using Shopify, it should be built into your theme. If you’re unsure, use Google’s Structured Data Testing Tool.
- 66. #SEJeSummit @LongtailUX #SEJeSummit @annaleacrowe Post-purchase email … anduse it in their email marketing as social proof.
- 67. #SEJeSummit @LongtailUX #SEJeSummit @annaleacrowe #3 HTTPS/SSL Another way topromote trust is through HTTPS/SSL protection. It’s a way to show search engines and consumers your website is trustworthy. Action items Check that your website has HTTPS. Check that your website has SSL.
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- 69. #SEJeSummit @LongtailUX #SEJeSummit @annaleacrowe #4 Help Center Consumers areholding companies to a higher standard now. On the searcher side, people are more likely to spend longer in a research phase before making a purchase decision. This means there will be an increase in engagement to your content. Action item Proactively share key messages related to changes in your company.
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- 71. #SEJeSummit @LongtailUX #SEJeSummit @annaleacrowe #5 Content Again, consumers habits,searchers, and behaviors are changing and adapting every day. And, so does your blog content. Action item Adapt your blog content to match your current environment. Tailor your products and launches to the current state.
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- 74. #SEJeSummit @LongtailUX #SEJeSummit @annaleacrowe #6 Site search It’s crucial forwebsite owners to monitor site search data for trends to understand how your customers needs are shifting. Humans are creatures of habit, but we are forced to develop new interests and routines. Action items If you don’t have a site search, install one. Review the data in Google Analytics.
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- 76. #SEJeSummit @LongtailUX #SEJeSummit @annaleacrowe #7 Don’t forget other search engines Ifyou can’t beat em’ join em’. We know Google is dominating the search results, but so is Amazon and YouTube. Action item Optimize your Amazon product listings. Create product videos for YouTube.
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- 78. #SEJeSummit @LongtailUX #SEJeSummit @annaleacrowe #8 Out of stock alternatives Tocombat delays in your supply chain and retain SEO value of out-of-stock pages, optimize these pages for user interaction. Action item Out of stock permanently = 301 redirect to a similar product Out of stock temporarily = update copy
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- 80. #SEJeSummit @LongtailUX #SEJeSummit @annaleacrowe Remember, you need to pivotyour onsite experience to match demand.
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