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Trends in Ecommerce
Adam Audette – President/CEO
AudetteMedia, Inc.
2
What Shoppers Want
What do consumers want?
• Brand Loyalty is Less Important
• Free Shipping is More Important
• Deals are More Important
Trends in Ecommerce: Buyer Behavior, SEO, and more - Adam Audette - Pubcon 2010
Trends in Ecommerce: Buyer Behavior, SEO, and more - Adam Audette - Pubcon 2010
CSEs Gaining Ground
Trends in Ecommerce: Buyer Behavior, SEO, and more - Adam Audette - Pubcon 2010
51% of shoppers are
“somewhat likely” to cancel
their entire order if free
shipping is not offered!
Takeaways
• Free shipping is huge
• Offer discounts, rewards, incentives
• Need to differentiate strongly
Video Sells
Video is Powerful
• 65% of people are visual learners
• People process info 30% quicker with
video + text, opposed to just text
Trends in Ecommerce: Buyer Behavior, SEO, and more - Adam Audette - Pubcon 2010
Trends in Ecommerce: Buyer Behavior, SEO, and more - Adam Audette - Pubcon 2010
Trends in Ecommerce: Buyer Behavior, SEO, and more - Adam Audette - Pubcon 2010
Trends in Ecommerce: Buyer Behavior, SEO, and more - Adam Audette - Pubcon 2010
Takeaways
• Experiment with product videos
• Ensure SEO is applied
• Visual search and browse are the
future
Instant and Ecommerce
Google Instant: Impact?
Case 1: $1.5bil retailer
Case 2: $300mil retailer
Sample of 12 Retailers
Takeaways
• Instant does not have significant
impact
• MayDay a much bigger impact on SEO
• More time and research needed
More Reading
• Conductor: blog.conductor.com
• Seer Interactive:
seerinteractive.com/blog
Rel Canonical Works
Rel Canonical Case Study
• Large single-channel retailer
• Excessive duplicate product pages
• Controlled changes: rel canonical and
XML sitemaps
Trends in Ecommerce: Buyer Behavior, SEO, and more - Adam Audette - Pubcon 2010
Trends in Ecommerce: Buyer Behavior, SEO, and more - Adam Audette - Pubcon 2010
Increases in Traffic and
Revenue
Takeaways
• Number of duplicate product pages indexed by
Google was drastically reduced.
• Traffic to product pages increased due to better
rankings
• A corresponding increase in revenue from visitors
landing on product pages occurred
Caveats
• Bing doesn’t support rel canonical
• There still may be better methods
• Use caution: www.audettemedia.com/blog/link-
canonical-is-breaking-sites
Speaking of Bing
It’s not Google
• Results do not favor ecommerce as much as Google
• Results vulnerable to link spam
• Very focused on user experience
Bing Users Shop More
• Bing users are 31% more likely to buy than internet
in general
• Bing users are 11% more likely to buy than Google
users
• It tends towards a ‘shoppy’ demographic
• Can provide incremental traffic and revenue
What works at Bing
• XML sitemaps for deep content
• RSS feeds for fresh content
• Normalize URLs, use parameter handling in Bing
tools
• Large brands will have advantage
• Still too vulnerable to links
• Still too slow to crawl 301s
Thank you!
Adam Audette
email: adam@audettemedia.com
web: audettemedia.com
twitter: @audette
Adam Audette
email: adam@audettemedia.com
web: audettemedia.com
twitter: @audette

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