Trendsetters in commerce marketing of 2011 in US & Europe - Yulia Smirnova
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Trendsetters in commerce marketing of 2011 in US & Europe - Yulia Smirnova
- 1. Trendsetters in ecommerce marketing in 2011 in US and Europe Yulia V Smirnova Internet marketer, in-house SEO, ecommerce professional http://www.linkedin.com/in/ysmirnova Blog: www.memesponge.com @memesponge Mar 15, 2012
- 2. traffic, 5 strategies for conversions ① Grow organic search visibility multi-format, multi- channel ② Reduce noise, extra steps pre-checkout ③ Tap into impulse buys ④ Tap into discovery buys ⑤ Cater local needs, deliver by local
- 3. 5 strategies for traffic, conversions ① Grow organic search visibility multi-format, multi- channel
- 4. Google algo and state of SEO ① SEO content is more than KW Research, Quality, uniqueness, originality, authorship, freshness, recency rewarded ② Social discovery is hot ③ Links losing their weight ④ Images index is expanded in universal search, freshness matters ⑤ More balanced SERPs, won’t show too many results from one site ⑥ Local is growing, mobile recommendations are hot ⑦ International launch of shopping rich snippets ⑧ Paid search is occupying more space ⑨ Mobile starts weighing in, HTML5 looks promising ⑩ Rel = author might factor into AuthorRank Source:
- 5. Google real estate getting crowded
- 6. Google real estate more integrated with social, local, personal
- 7. Opportunities for search visibility a. Rich snippets b. Universal search c. Social integration d. Unique, original, fresh content, worthy of share, pin or like e. Mobile friendliness of the site
- 8. 30 % CTR uplift Others CTR boost 36 – 400% SEO traffic lift 5-10% (rel =author, rel=publisher)
- 9. Top 500 with rich snippets
- 10. Increased conversions for PDP, extended reach
- 11. Quality content, SEO as part of product strategy 55 % natural search, 5 % direct traffic
- 12. 2 clicks to share and earn Cash
- 13. 5 strategies for traffic, conversions ② Reduce noise and extra steps pre-checkout a. Help with ‘which one’ decision b. Remove pages, clicks
- 14. Smoothwindow shopping, perfect pagination
- 15. Converts w/out product pages
- 16. compares, swatches pre-checkout Courtesy of Best of the Web 2012, Internet Retailer Hot 100, Dec 2011
- 17. Plenty customers? Now What? to shop more Provide opportunities Anywhere, anytime
- 18. 41% smartphone users researched and purchased on mobile Travel companies dominate top 10 in mobile commerce 85 % of frequent flyers use smartphones and adopt mobile shopping Courtesy of eMarketer, Internet Retailer
- 19. mobile is Expected, lost sales if not delivered well 51% more likely to purchase from retailers when it was mobile friendly 40% would visit a competitor's site instead due to a disappointing mobile experience Courtesy of eMarketer, Internet Retailer
- 20. 5 strategies for traffic, conversions ③ Tap into impulse buys of “on-the-go” last minute markets a. Mobile loves travel b. Mobile delivers instant gratification c. Mobile + email = perfect match in heaven
- 21. 2x mobile bookings in 2011 Courtesy of Internet Retailer, mobile guide 2011
- 22. Email + mobile = perfect match mail.hotels.com pages. mail.hotels.com 158 % YOY 82 % YOY click.mail.hotels.com view. mail.hotels.com 255 % YOY 71 % YOY Email combined 10 % of total traffic, courtesy of Compete
- 23. Apps only merchants tap this market
- 24. Go Now grabs spontaneous shopper Courtesy of Best of the Web 2012, Internet Retailer Hot 100, Dec 2011
- 25. mobile growth 1250% YOY, 184% Courtesy of Compete
- 26. 5 strategies for traffic, conversions ④ Tap into discovery buys a. Curated merchandising b. Make me a match c. Coach, bedroom commerce
- 27. spend 2x more, convert 75 % faster Courtesy Internet Retailer, Best of the Web 2012, Internet Retailer Hot 100, 2011
- 28. 6 % iPad traffic of total traffic Tablet shoppers spend more $225 vs. to $150 on site 8 % of total revenue 20 % revenue day after Xmas 2011 Courtesy of Internet Retailer Web, Dec 2011
- 29. traffic, 5 strategies for conversions ⑤ Cater to local needs, deliver by local means a. Find real need within your own market /niche/grow dominate hot category a. Expand internationally, but play by local rules
- 30. Toronto condensed lifestyle brings delivery ecommerce
- 31. Country specific marketing, merchandising and payment options Top 300 Europe Guide, 2011
- 32. 5opportunities for traffic, conversions ① Explore natural search, invest into content production of items, worthy sharing every day ② Reduce noise, barriers to buy ③ Feed impulse buys, convert the always connected shopper whenever, wherever ④ Tap into discovery buys, make your shoppers a match in heaven ⑤ If expanding markets (segments, countries), think local needs , deliver by local means
- 33. Imagine exploring all 5 $100 billion in 2015
- 34. Obrigado, perguntas são bem-vindos Yulia V Smirnova http://www.linkedin.com/in/ysmirnova Blog: www.memesponge.com @memesponge yulia@memesponge.com
Notas do Editor
- Grow organic search visibility multi-format, multi-channel to leverage free trafficReduce steps pre-checkout to convert fasterTap into impulse buys to capitalize on instant buy decision Tap into discovery buys to grab shoppers who are killing time, or contemplating on a high item purchase..Cater local needs, deliver by local means to expand into new markets, segments
- Grow organic search visibility multi-format, multi-channel to leverage free trafficReduce steps pre-checkout to convert fasterTap into impulse buys to capitalize on instant buy decision Tap into discovery buys to grab shoppers who are killing time, or contemplating on a high item purchase..Cater local needs, deliver by local means to expand into new markets, segments
- 10 Pandas in 2011 for unique, original content, quality links and user experience on Google 1 freshness for recent content 40 changes in search quality by Feb ’12, less weight on linksG + , search plus your world, local G Product searchRel=author, rel=publisher tags More space for Paid search (sitelinks, images,etc)
- Search marketing, when it comes to organic or natural search is no longer about KWs, it incorporates social, local, opportunities for better searcher experience with rich snippets (site links, image tagging). Driving natural search is only effective these days if it is integrated in social media, in email, mobile and other parts of marketing. It also includes user experience and the consistency of it on various channels.
- Rich snippetsUniversal search Social sharingUnique, original, fresh contentMobile friendliness of the site
- has videos on PDPs, and posts them on Facebook, YouTubeIncreased conversions since adding videos for PDPsIncreased conversion time of 1st visitors on PDPsExtended reach on SE
- The only hotel site that inspects in person. Like your mother-in-law. Healthy linksSite architecture and wonderful content, creative copy, sharible stuff
- Email + mobile is the most effective pairing Targeting last minute shoppers
- Curated merchandising allows customers decide faster to buyOrganizing items into branded sections (89%) Grouping products according to themes (64%)Burtons.com by collectionsBuild it yourself, wishlist, mix & match allows to capture shoppers that do not searchArt.comCoach commerce, perfect for kill time or differed shopping… on tablets, iPadsWine.com 50 % tablet shoppers prefer from the coach20 % from their bed 63 % of US retailers consider site redesignPet supplies 49 % of all mobile traffic from iPads, 19 % iPhone, 2.7 % Kindle Fire
- “Match My Image”“Inspire My Discovery”
- Wine.combr
- London market is similar “Groceries, apparel are the hottest categories in UK”Private sales events, private sales sites are growing in SpainJewelry and designer clothing dominance Yoox.com
- Expandinternationally, but play by local rulesAmazon, dominates Europe through coming early, investing locally per country Easter Lauder provides payment by country conditionsYoox started with strong in specific categories (jewelry and design clothing), expanded later