search without screens: what amazon echo and google home mean for retailers

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SEARCH WITHOUT SCREENS:WHAT AMAZON ECHO & GOOGLE HOME

MEAN FOR ONLINE RETAILERS

FEBRUARY 23RD, 2017

ABOUT NETELIXIR

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OUR TEAM: 100+ fanatically analytical search

marketers, operating in three

countries.

OUR PARTNERSHIPS:We are a Preferred Partner of both

Google and Bing .

OUR VALUE: We combine our expertise and our

proprietary technology to help

businesses get found, convert visitors

to customers and acquire game-changing consumer insights.

PAID SEARCH& SHOPPING

MANAGEMENT

SEARCH ENGINE OPTIMIZATION

PAID SOCIAL MANAGEMENT

TECHNOLOGY{ }SERVICES CONSULTING

LXR:MULTI-CHANNEL ONLINE

MARKETING TECHNOLOGY

LXR MARKETPLACE:FREE SEARCH MARKETING TOOLS

FOR SMALL BUSINESSES

LXR GUIDE:PAID SEARCH MANAGER FOR

SMALL BUSINESSES

WEB ANALYTICS

DIGITAL MARKETING STRATEGY

ON DEMAND TECH SUPPORT

ABOUT JULIA RIZIO

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NetElixir University Coordinator

Graduated Princeton University

LinkedIn: https://www.linkedin.com/in/julia-rizio

ABOUT ALYSSA ZAREMBA

Marketing Manager

Graduated Rutgers Business School

LinkedIn: www.linkedin.com/in/alyssa-zaremba

AGENDA

• Virtual Assistants & Voice Search

Trends

• Our Research & the Why Behind It

• Survey & Methodology

• 3 Insights

• 3 Implications

• 3 Recommendations for Retailers

POLL

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WHY WE CONDUCTED THIS SURVEY

• Almost 10 million voice-first devices are in

(Amazon Echo) in circulation.

• No clear “winners” in the voice search

market.

• Industry leaders predict that 2017 will be

the year for voice-first devices.– Google and Amazon focusing on

monetizing screenless search

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METHODOLOGY

• Tool: Google Consumer Surveys

• Audience: Owners of Amazon Alexa &

Google Home in the United States on

the Google Consumer Surveys

publisher network

• Sample Size: 500

• Survey ran on December 13, 2016

MONETIZING SEARCH

WITHOUT A SCREEN

40% OF PEOPLE FIND

VOICE SEARCH

TO YIELD

INACCURATE

RESULTS

IMPLICATIONS

Voice search is relatively new to the mainstream.

• Opportunity to get ahead, most retailers don’t have

this as their focus

Google/Amazon/Apple still need to work out the kinks.

• Room for improvement for natural language

processing

Recommendations for retailers:

• Focus on enhancing structured data for SEO

• Make content more crawlable

• Include tag in the code to tell search engines what

your content is talking about

331.9 calories are

in Food.com’s Real

Texas Chili

STRUCTURED DATA MAKES CONTENT MORE CRAWLABLE

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51.5% OF PEOPLE

USE VOICE SEARCH TO

RESEARCH OR MAKE A

PURCHASE

65% OF 18-24 YEAR OLDS

USE VOICE SEARCH TO

RESEARCH OR MAKE A

PURCHASE

MORE THAN ANY OTHER AGE

IMPLICATIONS

Good for lead generation and top of the funnel buyer

journey

Impulse vs Considered Purchases

Barrier: No advertising on screenless virtual assistant

products, yet

• Ads on screenless search would mean…

– Poor user experience

– Need for development of new monetary

attribution model

• Pay-Per-Transaction model?

– Fewer ad spots than on desktop and mobile

screens

Recommendations for retailers: Create conversational

content for voice-specific ads

SOME CONVERSATIONAL CONTENT…..

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HOW ARE PEOPLE

PURCHASING WITH

AMAZON ECHO?

*Total exceeds 100% as respondents were allowed to choose multp. answers

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*Total exceeds 100% as respondents were allowed to choose multp. answers

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IMPLICATIONS

Initial Product Winner = Big Brands

Initial Service Winner = Apps

Need to develop new tracking system

• Currently, Amazon only provides retailers tracking

info related to usage patterns and the total number

of “utterances” related to their apps.

Recommendations for retailers: Optimize for local

search - small businesses can succeed here

OPTIMIZE LOCAL SEARCH

DESKTOP MOBILE VOICE

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HOW TO OPTIMIZE FOR

LOCAL SEARCH

1. Prepare your business information

2. Update the local business

data providers

3. Claim and optimize key

local business listings

4. Optimize your own website

5. Solicit and manage customer reviews

6. Check reviews and listings regularly

POLL

SUMMARY OF

RESEARCH STATS

• 40% of people find voice search to

yield inaccurate results

• 51.5% of people use voice search

to research or make a purchase

• Most people are not purchasing

with Amazon Echo or Google Home.

When they do it, it’s strictly for

entertainment

3 KEY RECOMMENDATIONS

FOR RETAILERS

SUGGESTION

1. Create conversational

ad content

2. Enhance structured

data for SEO

3. Optimize for local “near

me” searches

IMPACT

Better user experience

Search engines easily relay

key information to the

consumer searching for it

Drive voice searchers to

your physical stores

QUESTIONS

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APPENDIX

SURVEY QUESTIONS ASKED:

1. Do you own a voice-controlled virtual assistant product like Amazon’s Echo, or Google Home?

2. Have you used voice-controlled search to find information related to a purchase?

3. How accurate do you find voice-controlled search results to be?

4. What types of purchases have you made using Amazon Echo?

5. Where in your home do you use your Amazon Echo or Google Home?

6. Since buying Amazon Echo, have your purchases with Amazon increased?

7. Are you an Amazon Prime member? (keep answer order)

8. What do you use your Echo or Google Home for most frequently?

9. Since purchasing your Amazon Echo or Google Home, how much more are you using voice search?

10. How likely is it that you would recommend Google Home or Echo to a friend?

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