Originally presented at SMX West 2017, this presentation provides an eRetail roadmap to increase shoppability and findability beyond Google.

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eRetail RoadmapINCREASING SHOPPABILITY & FINDABLITY BEYOND GOOGLE

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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

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Product related searches within
Traditional Search Engines
(Google, Bing, Yahoo) have not
changed in the last 4 Years…

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PRODUCT LISTING ADS
ORGANIC SEARCH
PAID SEARCH
Local / Map Pack
Knowledge Cards
News
Supplemental/Mobile
Video

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Where do consumers go when
researching, or when
ready-to-purchase Products?

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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

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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;

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Although Amazon is the largest retailer
online, eRetail extends far beyond it.

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THE NEW eRETAIL LANDSCAPE
eRETAILERS SOCIAL
SHOPPING

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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

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Maximize every paid search retail
opportunity

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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

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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)

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(SE)Optimizing your eRetail
presence

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THE BENEFITS OF eRETAIL OPTIMIZATION
Traditional optimization tactics can help your eRetail efforts in
numerous ways:
• Rankings
• Relevancy
• Traffic/Conversions
• Version Control / Syndication

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LEVERAGE MULTIPLE TOOLS FOR KEYWORD
IDENTIFICATION

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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

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Improving findability &
shoppability

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Shoppability FindabilityThe Sweet Spot

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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

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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

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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

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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

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Planning your next trip
looking forward, yet available
today

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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

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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?

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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

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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

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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

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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