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eRetail RoadmapINCREASING SHOPPABILITY & FINDABLITY BEYOND GOOGLE
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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…
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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
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Chris HumberHead of Practice, Search, Catalyst
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