trendsetters in ecommerce marketing in 2011 in us and europe
DESCRIPTION
Speech at eCommerce Search and Sales, Sao Paulo, March 15, 2012 on effective eCommerce marketing from top retailers in the US and Europe.TRANSCRIPT
Trendsetters in ecommerce marketing in 2011 in US and EuropeYulia V SmirnovaInternet marketer, in-house SEO, ecommerce professional
http://www.linkedin.com/in/ysmirnovaBlog: www.memesponge.com @memesponge
Mar 15, 2012
① Grow organic search visibility multi-format, multi-channel
② Reduce noise, extra steps pre-checkout③ Tap into impulse buys④ Tap into discovery buys⑤ Cater local needs, deliver by local
5 strategies for traffic, conversions
① Grow organic search visibility multi-format, multi-channel
5 strategies for traffic, conversions
① SEO content is more than KW Research, Quality, uniqueness, originality, authorship, freshness, recency
rewarded
② Social discovery is hot③ Links losing their weight ④ Images index is expanded in universal search, freshness
matters⑤ More balanced SERPs, won’t show too many results from
one site⑥ Local is growing, mobile recommendations are hot⑦ International launch of shopping rich snippets ⑧ Paid search is occupying more space⑨ Mobile starts weighing in, HTML5 looks promising⑩ Rel = author might factor into AuthorRank
Google algo and state of SEO
Source:
Google real estate getting crowded
Google real estate more
integrated with social, local, personal
a. Rich snippets b. Universal search c. Social integrationd. Unique, original, fresh content, worthy
of share, pin or likee. Mobile friendliness of the site
Opportunities for search visibility
Others CTR boost 36 – 400%
SEO traffic lift 5-10% (rel =author, rel=publisher)
30 % CTR uplift
Top 500 with rich snippets
Increased conversions for PDP,
extended reach
Quality content, SEO as part of product strategy
55 % natural search, 5 % direct traffic
2 clicks to share and earn Cash
② Reduce noise and extra steps pre-checkout
5 strategies for traffic, conversions
a. Help with ‘which one’ decision
b. Remove pages, clicks
Smooth window shopping,
perfect pagination
Converts w/out product pages
compares, swatches pre-checkout
Courtesy of Best of the Web 2012, Internet Retailer Hot 100, Dec 2011
Provide opportunities to shop more
Anywhere, anytime
Plenty customers? Now What?
Travel companies dominate top 10 in mobile commerce
85 % of frequent flyers use smartphones and adopt mobile shopping
41% smartphone users researched
and purchased on mobile
Courtesy of eMarketer, Internet Retailer
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
mobile is Expected, lost sales if
not delivered well
Courtesy of eMarketer, Internet Retailer
③ Tap into impulse buys of “on-the-go” last minute markets
5 strategies for traffic, conversions
a. Mobile loves travel
b. Mobile delivers instant gratification
c. Mobile + email = perfect match in heaven
2x mobile bookings in 2011
Courtesy of Internet Retailer, mobile guide 2011
Email + mobile = perfect match
mail.hotels.com
158 % YOY
Email combined 10 % of total traffic, courtesy of Compete
click.mail.hotels.com
255 % YOY
82 % YOYpages. mail.hotels.com
view. mail.hotels.com
71 % YOY
Apps only merchants tap this market
Go Now grabs spontaneous shopper
Courtesy of Best of the Web 2012, Internet Retailer Hot 100, Dec 2011
mobile growth 1250% YOY, 184%
Courtesy of Compete
④ Tap into discovery buys
5 strategies for traffic, conversions
a. Curated merchandising
b. Make me a match
c. Coach, bedroom commerce
spend 2x more, convert 75 % faster
Courtesy Internet Retailer, Best of the Web 2012, Internet Retailer Hot 100, 2011
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
⑤ Cater to local needs, deliver by local means
5 strategies for traffic, conversions
a. Find real need within your own market /niche/grow dominate hot category
b. Expand internationally, but play by local rules
Toronto condensed
lifestyle brings delivery ecommerce
Country specific marketing, merchandising and
payment options
Top 300 Europe Guide, 2011
① Explore natural search, invest into content production of items, worthy sharing every day
② Reduce noise, barriers to buy③ Feed impulse buys, convert the always connected
shopper whenever, wherever④ Tap into discovery buys, make your shoppers a
match in heaven⑤ If expanding markets (segments, countries), think
local needs , deliver by local means
5 opportunities for traffic, conversions
Imagine exploring all 5
$100 billion in
2015
Yulia V Smirnova http://www.linkedin.com/in/ysmirnovaBlog: www.memesponge.com @[email protected]
Obrigado, perguntas são bem-vindos