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#SMX #13C3 @CatalystSEM
CatalystDigital.com
eRetail RoadmapINCREASING SHOPPABILITY & FINDABLITY BEYOND GOOGLE
#SMX #13C3 @CatalystSEM
CatalystDigital.com
TOP 10 SHOPPING DAYS | HOLIDAY 2016
Day
Desktop Spending ($
MM)
Monday, Nov. 28th (Cyber Monday) $2,671
Tuesday, Nov. 29th $2,207
Friday, Nov. 25 (Black Friday) $1,970
Friday, Dec. 9 $1,688
Monday, Dec. 12 (Green Monday) $1,621
Monday, Dec 5 $1,571
Tuesday, Dec 6 $1,526
Thursday, Dec 8 $1,419
Wednesday, Dec 7 $1,374
Tuesday, Dec 13 $1,372
2016 Holiday Shopping, top 10 days
12%
YOY Growth
$63.1
Billion via Desktop
$17.1
Billion via Mobile
44%
YOY GrowthSource: ComScore 2016 Holiday Shopping – Nov – Dec 2016
#SMX #13C3 @CatalystSEM
CatalystDigital.com
Product related searches within
Traditional Search Engines
(Google, Bing, Yahoo) have not
changed in the last 4 Years…
#SMX #13C3 @CatalystSEM
PRODUCT LISTING ADS
ORGANIC SEARCH
PAID SEARCH
Local / Map Pack
Knowledge Cards
News
Supplemental/Mobile
Video
#SMX #13C3 @CatalystSEM
CatalystDigital.com
Where do consumers go when
researching, or when
ready-to-purchase Products?
#SMX #13C3 @CatalystSEM
CatalystDigital.com
#SMX #13C3 @CatalystSEM
CatalystDigital.com
AMAZON PLAYS A KEY ROLE IN THE SHOPPING
JOURNEY
Sources: State of Amazon, BloomReach Survey 2016;
Consumers used Amazon as a top destination for product searches
of consumers start their product
searches on
Amazon55%* * Up 10% YOY
#SMX #13C3 @CatalystSEM
CatalystDigital.com
AMAZON - RETAILER AND DISCOVERY ENGINE FOR
CONSUMERS
59%24%
16%
Amazon Search Engine Retailer
When Consumers Know what
they want
When Consumers Don’t Know what
they want
49%
28%
26%
Amazon Search Engine Retailer
Sources: State of Amazon, BloomReach Survey 2016;
#SMX #13C3 @CatalystSEM
CatalystDigital.com
Although Amazon is the largest retailer
online, eRetail extends far beyond it.
#SMX #13C3 @CatalystSEM
CatalystDigital.com
THE NEW eRETAIL LANDSCAPE
eRETAILERS SOCIAL
SHOPPING
#SMX #13C3 @CatalystSEM
CatalystDigital.com
55% OF CONSUMERS TURN TO PINTEREST FOR
SHOPPING
• 2 billion monthly searches
• 97% of top queries are non-branded
• 31% of all jeans searches on Pinterest
contained the word “outfit”
55%
12%
12%
9%
5%
3%
Pinterest Facebook Instagram Twitter Linkedin Snapchat
Source: Kleiner Perkins’ 2016 Internet Trends report, % of US users on each platform using it for finding/shopping products in 2016
#SMX #13C3 @CatalystSEM
CatalystDigital.com
Maximize every paid search retail
opportunity
#SMX #13C3 @CatalystSEM
CatalystDigital.com
PINTEREST SEARCH ADS EMERGE FROM BETA
• Unique opportunity for visual
search
• Keyword search & shopping
campaigns
• 30 Day Attribution Window
• Partnering with Kenshoo for feed
based syndication
#SMX #13C3 @CatalystSEM
CatalystDigital.com
AMAZON MARKETING SERVICES (AMS) FOR
MERHCANTS
• Applicable to Amazon merchants
• Products must meet with
financial measures
• 3 Ad formats
• 5-to-1 ROI* when Used In Concert
with Amazon Media Group (AMG)
#SMX #13C3 @CatalystSEM
CatalystDigital.com
(SE)Optimizing your eRetail
presence
#SMX #13C3 @CatalystSEM
CatalystDigital.com
THE BENEFITS OF eRETAIL OPTIMIZATION
Traditional optimization tactics can help your eRetail efforts in
numerous ways:
• Rankings
• Relevancy
• Traffic/Conversions
• Version Control / Syndication
#SMX #13C3 @CatalystSEM
CatalystDigital.com
LEVERAGE MULTIPLE TOOLS FOR KEYWORD
IDENTIFICATION
#SMX #13C3 @CatalystSEM
CatalystDigital.com
UNDERSTAND THE SEARCH LANDSCAPE BEYOND
GOOGLE
Brand Retailer 1
Amazon
Organic
Amazon
Paid
Retailer 2
Google
Organic
Google
Paid
Google
Shopping/PLAs
Retailer 3 Walmart
Brand 1 18% 18% - - 5% 34% 14% - 3%
Brand 2 22% 39% 2% 4% 21% 13% 67% 2% 52%
Brand 3 7% 3% - 50% 9% 1% 10% 1% 2%
Brand 4 8% 32% - 26% 1% 1% 5% 10% 15%
Tools:
Ranking visibility Tools STAT, Brightedge, etc.
Competitive tools SEMRush, SpyFu, AdGooRoo
Custom crawlers: Mozenda, Deep Crawl
#SMX #13C3 @CatalystSEM
CatalystDigital.com
Improving findability &
shoppability
#SMX #13C3 @CatalystSEM
CatalystDigital.com
Shoppability FindabilityThe Sweet Spot
#SMX #13C3 @CatalystSEM
CatalystDigital.com
#SMX #13C3 @CatalystSEM
CatalystDigital.com
KEY STEPS TO IMPROVING SHOPPABILITY, IMPROVES
CONVERSION RATES
BEST PRACTICE
IMAGES
3 or more images
REVIEWS
21 reviews or more
SUPPLEMENTAL
CONTENT
At least 1 piece of
supplemental content
AVAILABILITY
Always in stock
#SMX #13C3 @CatalystSEM
CatalystDigital.com
CONSIDER USING MEDIA THAT CONVEYS PRODUCT
VALUE
• Depending on product category,
(F+B+T+B) imagery may not be
sufficient
• Consider using creative means of
conveying product value to
differentiate similar products
• In mobile, images are more
prominently displayed
#SMX #13C3 @CatalystSEM
CatalystDigital.com
AMAZON RANKING INFLUENCERS
The top 5 factors that correlate with a better ranking:
Amazon Best Sellers
Rank (Sales Rank)
Items Sold/Fulfilled by
Amazon (Buy Box)
Keywords in
Product Title
Prime Eligible
products
Discounts
#SMX #13C3 @CatalystSEM
CatalystDigital.com
EXCLUDING AMAZON, MAJORITY OF eRETAIL
MARKETPLACES ARE INFLUENCED BY STANDARD SEO
We decided to test our hypothesis by
creating a test and control group of
SKUs
By applying traditional SEO tactics, we
were able to demonstrate a 14% lift in
traffic
Optimized GroupControl Group - Not Optimized
Those not optimized for Findability
showed a 1% decrease in shopper visits
-1%
+14%
Tracked and
optimized
product pages
showed a 14%
improvement in
shopper visits
#SMX #13C3 @CatalystSEM
CatalystDigital.com
Planning your next trip
looking forward, yet available
today
#SMX #13C3 @CatalystSEM
CatalystDigital.com
VOICE IS POWERFUL
By 2018, 30% of our interactions
with technology will be through
conversations with smart
machines
Source: Design News: “UX Design: The Age of
Voice Is Here
Connected Home Install
Base 2017 Projections
driving over $12 BN in
Revenue/Year
Source: Berg Insight
Voice Digital Assistant B2C
2021 Revenue Projections
Source: Tractica: Virtual Digital
Assistants Report August 2016
$11.7 BN/YR45 MM Homes30% of Interactions
1.83 BN
390 MM
2015 2021
By 2021, # of Consumers using AI voice assistants will reach 1.83 BN
#SMX #13C3 @CatalystSEM
CatalystDigital.com
VOICE IS NOW THE NEW STANDARD
A massive shift in voice has already begun:
• In 2014, voice search traffic was negligible,
today it exceeds 10% of all search traffic on
amazon
• Virtual assistants exceed 50B voice searches
per month.
• By 2020, over 200 billion searches per month
will be done with voice.
VOICE
SEARCHES
KEYWORD
SEARCHES
300B
200B
100B
0B
2005 2010 2015 2020
Source: MindMeld
Who will be first – Google, Apple or Amazon?
#SMX #13C3 @CatalystSEM
CatalystDigital.com
GOOGLE HOME VS. AMAZON ALEXA
• Alexa Skills
• Open to all brands, not just merchants
• Larger footprint - integration extends beyond
echo & dot
• Google Actions
• Applies to Google Phones w/ Assistant
• eCom tied to Google Express, products must be
available to purchase
#SMX #13C3 @CatalystSEM
CatalystDigital.com
AMAZON’S CHOICE - A PAID (VOICE) SEARCH TEST
• When ordering a product via
Alexa, Amazon will search
your order history to arrive at
a product recommendation
• If no similar product is found,
Amazon will recommend
‘Amazon’s Choice’
• Monitor & measure those
within your relevant product
category
#SMX #13C3 @CatalystSEM
CatalystDigital.com
IN SUMMARY, EXTEND YOUR EFFORTS BEYOND
TRADITIONAL SEARCH ENGINES BY:
• Supporting tier 1 & 2 eRetail sites
• Apply search optimization best practices to product pages
• Take advantage of all paid search eRetail partners
• Consider voice search opportunities through search lens
#SMX #13C3 @CatalystSEM
CatalystDigital.com
Chris Humber
Head of Practice, Search, Catalyst
Chris.Humber@groupm.com
212-297-8190
617-663-1247 | CatalystDigital.com | © 2017 Catalyst | All Rights Reserved
THANK YOU!See You At The Next #SMX

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Shoppability & Findability Beyond Google

Editor's Notes

  1. Let’s take a journey across the retail landscape.. My hope is by our conclusion, you’ll have a sense of those can’t miss landmarks, understand the necessity of quick pass shortcuts and longer more scenic routes as well as those unpaved roads in need of repair. Lastly, we’ll end this session looking towards the future – and your next journey.
  2. Most notably, Mobile shopping (tablet and phone) is up across the board this holiday season; as you think about 2017 – a mobile first strategy is critical!
  3. Those old roads can lead somewhere fantastic but can be challenging to navigate. In order to grow, search engines will have to look to ‘pave’ new roads in retail.
  4. What is the most popular destination when planning for eretail?
  5. That’s up 10% over the previous year. 28% turning to search, 16% turning to a retailer
  6. Challenging Google and other search engines…
  7. Wide open spaces, secondary destination that can lead to growth in commerce…
  8. 55% of users go to Pinterest to find and shop for products, clear a destination that should be considered in your retail planning… On average, people view 55 Pins per search
  9. Similar to traditional paid search, the speed of activation can allow for early testing to size the opportunity and inform organic efforts….
  10. The long road, requiring focus to achieve positive results… it may take longer to arrive however the drive will be a scenic one…
  11. Pro tip – use search as a lens for product title, descriptions & keywords (hidden).. It’s important to align with how consumers search… instead of rinse use mouthwash…
  12. Core A9 influencers that drives greater visibility…
  13. 91 Million homes in Europe & NA will be smart by 2020
  14. You do not have to be Amazon Merchant to take advantage of Alexa Voice Search & Skills. With consumer transactional data available to amazon, many predict amazon will be the first to capitalize on prescriptive recommendations – knowing when you need before you do.
  15. Example search “Soldering Iron”; Primary influencers we’ve noted to date: Discount (some level or %), AVG.. Rating min. 4.00, 70 Revenue…