shoppability & findability beyond google

#SMX #13C3 @CatalystSEM

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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

Mobile44% 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 EngineRetailer

When Consumers Know what they want

When Consumers Don’t Know what they want

49%

28%

26%

Amazon Search EngineRetailer

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 LANDSCAPEeRETAILERS 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 InstagramTwitter 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 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

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

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 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 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 machinesSource: Design News: “UX Design: The Age of Voice Is Here

Connected Home Install Base 2017 Projections driving over $12 BN in Revenue/YearSource: Berg Insight

Voice Digital Assistant B2C 2021 Revenue ProjectionsSource: 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

0B2005 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 HumberHead of Practice, Search, Catalyst

[email protected]

617-663-1247 | CatalystDigital.com | © 2017 Catalyst | All Rights Reserved

THANK YOU! See You At The Next #SMX

mailto:[email protected]

shoppability & findability beyond google

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