E-Retail Roadmap: Increasing Shoppability and Findability Beyond Google By Chris Humber

#SMX #13C3 @CatalystSEM

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eRetail RoadmapINCREASING SHOPPABILITY & FINDABLITY BEYOND GOOGLE


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TOP 10 SHOPPING DAYS | HOLIDAY 2016

DayDesktop 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

$63.1Billion via Desktop

$17.1Billion via Mobile

44% YOY Growth Source: 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…


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 eRetailpresence


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THE BENEFITS OF eRETAIL OPTIMIZATIONTraditional 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 AmazonOrganic

AmazonPaid Retailer 2 Google

OrganicGooglePaid

GoogleShopping/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, AdGooRooCustom 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

IMAGES3 or more images

REVIEWS21 reviews or more

SUPPLEMENTAL CONTENT

At least 1 piece of supplemental content

AVAILABILITYAlways 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 INFLUENCERSThe 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 eRETAILMARKETPLACES 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 OptimizedThose 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 triplooking 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 BN390 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

E-Retail Roadmap: Increasing Shoppability and Findability Beyond Google By Chris Humber

Marketing

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