build your o2o funnel
TRANSCRIPT
The Story
5.0 Million Local businesses analyzed
312 Million Reviews analyzed
1.8 Billion Local listings analyzed monthly
Our Story
Local Search = Intent
93% of retail purchases are still happening in-store
72% of mobile local searches lead to an
in-store visit
4/5 consumers conduct local searches
54% Looking for of Operation
53% Getting Directions
50% looking for an address
45% looking for product
availability
51% will make a purchase within 24
hours
Build your O2O funnel
Build your O2O funnel
Build Your Local O2O Funnel Build your O2O funnel
Build your O2O funnel
Build your O2O funnel
Local Search Market Share
Local Listings Presence
Online Conversions
Offline In-Store Conversions
In-Store Sales
T1
T2
T3
T4
T5
Local search impressions
Pg 1 rank, accurate data, positive ratings & reviews
Click-thru to: website, driving directions, phone
calls, offers
Store visits and calls
Coupon and offer redemptions
Local O2O Funnel: Step 1 T1: Local Search
Market Share T2: Local Listing
Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
Build your O2O funnel
Build your O2O funnel
Local O2O Funnel: Step 2 T1: Local Search
Market Share T2: Local Listing
Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
Build your O2O funnel
Build your O2O funnel
3. Positive reviews
1. Page 1 SERP
2. Correct Data
Local O2O Funnel: Step 3 T1: Local Search
Market Share T2: Local Listing
Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
Build your O2O funnel
Build your O2O funnel
Local O2O Funnel: Step 3 T1: Local Search
Market Share T2: Local Listing
Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
Build your O2O funnel
Build your O2O funnel
Local O2O Funnel: Step 4 T1: Local Search
Market Share T2: Local Listing
Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
Build your O2O funnel
Build your O2O funnel
Google Report May 2014 Google Report May 2013
Local O2O Funnel: Step 5 T1: Local Search
Market Share T2: Local Listing
Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
Build your O2O funnel
Build your O2O funnel
Percentage of in-store visitors who buy
Average order value
Remember the O2O Funnel Build your O2O funnel
Build your O2O funnel
Local Search Market Share
Local Listings Presence
Online Conversions
Offline In-Store Conversions
In-Store Sales
T1
T2
T3
T4
T5
Local search impressions
Pg 1 rank, accurate data, positive ratings & reviews
Click-thru to: website, driving directions, phone
calls, offers
Store visits and calls
Coupon and offer redemptions
Total Addressable Market Build your O2O funnel
Build your O2O funnel
TOTAL LOCAL SEARCH OPPORTUNITY Total brand searches (annual) Keyword category searches (annual) Total search opportunity Online conversion (directions/calls) @ 1% Online to in-store conversion rate @ 50% In-store visit to purchase rate @ 51%* Average order value @ $65
8.1 M 24 M
32.1 M
321 K
160.5 K
81.9 K
$5.3 M
T1: Local Search Market Share
T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store
Conversions T5: In-Store Sales
Current Market Share Build your O2O funnel
Build your O2O funnel
Total Search Opportunity (TSO): 32.1 M
LOCAL SEARCH MARKET SHARE Current local visibility (58%) * TSO Listing Accuracy (65%) YOUR MARKET SHARE
-13,5 M -4.7 M
13.9 M
CURRENT POTENTIAL SALES Click thru rate (directions or call) @ 1% Online to in-store conversion rate @ 50% In-store visit to purchase rate @ 51%* Average order value @ $65
T1: Local Search Market Share
T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store
Conversions T5: In-Store Sales
139 K 69.5 K
35.4 K
$2.3 M
Market Share Opportunities Build your O2O funnel
Build your O2O funnel
Your Market Share: 13.9M searches
T1: Local Search Market Share
T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store
Conversions T5: In-Store Sales
3.5 M
35 K 17.5K
8.9 K
$580.1 K
GROW LOCAL SEARCH MARKET SHARE BY 25%
Additional Market Share: Increase listings coverage & fix listing errors
CURRENT POTENTIAL SALES
Click thru rate (directions or call) @ 1% Online to in-store conversion rate @ 50% In-store visit to purchase rate @ 51%* Average order value @ $65
3.5 M
35 K 17.5K
8.9 K
$580.1 K
Listing Presence Build your O2O funnel
Build your O2O funnel
Tools: • RioSEO • SweetIQ • Vendasta • WhiteSpark • Yext
T1: Local Search Market Share
T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store
Conversions T5: In-Store Sales
Measuring Performance Build your O2O funnel
Build your O2O funnel
T1: Local Search Market Share
T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store
Conversions T5: In-Store Sales
Measuring Performance Build your O2O funnel
Build your O2O funnel
17,567
T1: Local Search Market Share
T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store
Conversions T5: In-Store Sales
Modeling offline conversions Build your O2O funnel
Build your O2O funnel
Online Conversions Offline in-Store Visit
rate
In-Store Sales
conversion rate
Average order value
Calls 11%
50% – 71% 10% - 90%
Depends
Driving directions 6%
Website clicks 2%
T1: Local Search Market Share
T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store
Conversions T5: In-Store Sales
Measuring O2O ROI Build your O2O funnel
Build your O2O funnel
T1: Local Search Market Share
T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store
Conversions T5: In-Store Sales (Σ calls × in-store visit rate) + (Σ directions × in-store visit rate) × In-store conversion rate (purchases) × Average order value = Attributable in-store sales
Your O2O funnel: retail Local Search Impressions
Local Listing Views
Online Conversions
Offline In-Store Conversions (visits)
273K
10.7%
60%
25%
101.1 M
10.8 M
1.9 M
1.1 M
$13.6 M
17.6%
2.5% AOR: $50
Your O2O funnel: restaurant Local Search Impressions
Local Listing Views
Online Conversions
Offline In-Store Conversions (visits)
215K
24.7%
70%
85%
13.1 M
3.2 M
362 K
253 K
$6.5 M
11.2%
6.7% AOR: $30
Your O2O funnel: medical Local Search Impressions
Local Listing Views
Online Conversions
Offline In-Store Conversions (visits)
1.1K
30%
60%
20%
1.1 M
306K
9.4K
5.7K
$565.5 K
3.1%
0.3% AOR:
$500