Voice will be the next big interface after smartphones, so discover why you should use voice (assistants) for your brand!

1. Time to
speak up!
Why (and how) you should
prepare for a voice-based
customer
Feb 2020

2. In this keynote
It seems more and more customers use their voice
on a daily basis, to interact with businesses,
websites and webshops.
Is this really the case? And if so; how can we
better hook them to our products?
A selection of actionable insights & to do’s.
Research & slides done by innovation managers at Belgium’s
most qualitative digital creation network: Hyperion Group.

3. Chances are you talk to a voice assistant on a daily basis.
Today you might’ve asked them to tell you about your
morning, asked for the best route to work, or to reschedule a
meeting.
That’s good.
Welcome
home!

4. 80%
20%
Voice Keyboard
20% of mobile searches in 2016 on
Google were made using voice.
Welcome
to your
store!
But! Did you know that 1 out of 5 (and growing!) internet
searches concerning finding products in webshops like yours
are also done by voice assistants?
If your webshop isn’t optimised to answer these questions,
you’re missing out on sales and market share!
Source: Google

5. 2018
2022
E-commerce
V-commerce
E-commerce
V-commerce € 36,00B
€ 1,81B
€ 524,00B
€ 315,60B
It’s
booming.
A few years ago 22% of smart
speaker owners purchased
something using their speaker,
accounting for just shy of € 2B in
voice commerce sales.
By 2022, that's expected to
expand up to a whopping € 36B
(US Market).
Source: PRNewsWire & Statista
(0,57%)
(6,87%)

6. For Belgium,
that’ll be 11%
of the current
market.
Following that same curve, we can
expect a € 1,14B-market on E-
commerce driven by voice
interfaces in Belgium alone by
2022.
2018
2022
E-commerce
V-commerce
E-commerce
V-commerce € 1,14B
€ 0,07B
€ 16,64B
€ 10,67B
Source: Statista

7. And there’s good news too!
20%
Grocery
It usually revolves around three
categories:
The three most commonly shopped
categories through voice are
commoditised: grocery,
entertainment and electronics.
Clothing is fourth at ‘just' 8% (but still
accounting for ~ € 150M in sales, so don’t
write it off).
19%
Entertainment
17%
Electronics
Source: PRNewsWire

8. But
Instead, they’re looking for you!
They’re looking for your website,
your brand, your online shop to buy
from the brand they know, the
brand in which they trust.
Customers don’t trust Google
Customers are not trusting
product search results (63% never
do, in fact) from a typical search-
engine.
There’s always a but.
Source: Mediapost

9. So be found.

10. 7%
14%
21%
28%
Call business Visit website Visit location
19%
27%28%Be found.
Optimising your digital presence (website or webshop) for voice search is essential.
When voice searching for a business or shop, almost 75% of customers go for a contact attempt or a visit!
Be found by customers looking for
you using their voice.
Source: Brightlocal

11. Don’t let
them down.
They’re of all ages as well.
Almost 2/3rd of the population performed a voice
search already. It’s really anyone, and they use all
types of devices (but mostly smartphones).
You need to be ready for those potential
customers, looking for you using voice search and
voice assistants.
57%65%59%
Source: PwC
18 - 24y 25 - 49y 50y+

12. We’re
Hyperion Group
We live for (digital) innovation. Let’s
talk how you can get up to speed
with your web platform!
Some clients we’re happy to work with:
So hi,
Come say hi! 👋
Koen Everaert
koen.everaert@hyperion.be
Anneleen Vanhoudt
anneleen.vanhoudt@hyperion.be
Feel free to tweak, fix, remix any part of this work, as long as it is for non-commercial purposes, and you credit Hyperion Group. (We’re counting on you here)

13. Let’s get started.There’s a lot to do, but you can already start, and we can
help you grow!

14. 2. Structuring the content you
have, making it more
readable to machines too
1. Answering frequently asked
questions about your shop
Start by:
3. Improving your website: the
faster it loads, the higher you
score
4. Perfecting your business
information
(Don’t worry, we'll be more specific in the next slides)

15. Answering FAQ’s
An easy one (but with major impact) to start: Use
structured schemes to answer the most common
questions about your brand or product on your
website and make them pop-up on Google’s Featured
Snippets. The higher you score, the faster people will
find you.
Bear in mind: you’re answering voice-asked questions
here. Use longer queries, as humans don’t talk in
keywords.
Think “Can I return my order when it doesn’t fit?” instead
of “Return order too small”.
1.
Don’t have the time for proper copywriting?
Talk to our digital experts!

16. Structuring content
Write blogposts about common problems users have
with your type of product. Use the actual question
customers ask (and will ask their voice assistant) as a
title and be the first page they land upon when looking
for an answer.
Then improve your content and bring structure (and
balance) to your huge wall of text, using:
- images or graphs,
- tables to compare waiting times or sizes,
- lists to clarify advantages or processes,
- YouTube-videos with demos, …
to showcase why your product or brand stands out.
2.

17. Speeding up your website
Invest in the performance of your website (both
desktop and mobile, but mostly mobile). Make it
snappier, faster, quicker, more dashing!
Downsize images, go for better cloud servers and have
your code optimised.
The faster your website loads, the higher Google will
rank your page and the more likely customers are to
navigate to your shop.
3.
Get your website this lightning-fast!

18. Business information
And last, as we all know: Google is eager to know more
about you.
Start with your contact information. Make sure
everything is found on Google and on a contactpage or
section. This is something you can easily do yourself
and will definitely help customers literally asking for
your contact information.
4.
Update your business on Google!

19. All right
There’s a lot to do and you
can start now.
If you’ve done this already, and you want to take the next step:
good news, that’s totally possible!

20. Think
conversation
The next step is to actively participate in a conversation with your customers.
Have them ask for information, offer advice on how to use a product or suggest
the best deals of the season (almost half of them are open to it), all within their
voice assistants!
Source: Google
Actually talk to your customers

21. € 1 B market
A enormous V-commerce
market is looking for you
Expand tomorrow
Create the perfect voice
experience with our team
Improve today
Optimise what you already
have, follow the tips
Be found
Customers are asking for
your business, through voice
To wrap
up, let’s
recap:

22. If you’ve done it all, and you’re ready for the next
step; let us offer you a hot drink while we discuss
what voice experiences mean for your next step
in E-commerce.
Good job!
Coffee it is! Tea, please!
www.hyperion.be