What the best shops do best - Kevin Indig @Recommerce

Transcript

1. What the best shops do best Kevin Indig Growth Advisor, Author of the Growth Memo
4. 4 “The 4 winds” G. marketplace Search engine -> marketplace Paid Surge Paid channels = +$$$ Stressed consumers AI disruption AI softens competitive advantages 3rd Wave New competition from Chinese retailers
5. 5 01Google Marketplace
6. 6 More shopping journeys start on Amazon
7. 7 Ad revenue growth = Amazon > Google
8. 8 Social networks eat into E-commerce visibility
9. 9 Reddit rivals Amazon’s organic traffic
10. 10 Big retailers struggle, specialists gain
11. 11 From search engine to marketplace
12. 12 02Paid Surge
14. 14 Less, later, lower Amazon ad spent: +30%, CPC: +18%, ROAS: -8% / -5% https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-great-uncertainty-us-consumer-confidence-and-behavior-during-inflationary-times https://news.adobe.com/news/news-details/2023/Media-Alert-Adobe-Cyber-Monday-Surges-to-12.4-Billion-in-Online-Spending-Breaking-E-Commerce-Record/default.aspx
15. 15 AOV slowing down, CPC accelerating https://content.tinuiti.com/rs/006-GWW-889/images/Tinuiti%20-%20Google%20Report%20-%20Q1%202022.pdf
16. 16 03AI Disruption
17. 17 SGE = nuclear bomb
18. 18 That’s because this new generative AI shopping experience is built on Google’s Shopping Graph, which has more than 35 billion product listings — making it the world’s most comprehensive dataset of constantly-changing products, sellers, brands, reviews and inventory out there. In fact, every hour, more than 1.8 billion listings are refreshed in our Shopping Graph to give people fresh, reliable results. https://blog.google/products/search/generative-ai-search/
19. 19 Shopping SGE in action
20. 20 Shopping SGE in action
21. 21 Shopping SGE in action
22. 22 Aifficiencies
23. 23 Lower barriers to entry for merchants https://www.businessinsider.com/jeff-bezos-notes-third-party-sellers-are-besting-amazon-2019-4 https://www.marketplacepulse.com/stats/amazon-third-party-seller-services-sales
24. 24 04Chinese 3rd Wave
25. 25 Shein outruns fast fashion competitors Amazon Temu Shein $40 billion $16 billion $700 billion TikTok $20 billion
26. 26 Temu’s impression share already on par with Walmart and Target Source: https://content.tinuiti.com/rs/006-GWW-889/images/Tinuiti%20-%20Google%20Report%20-%20Q1%202022.pdf
27. 27 Shein outruns fast fashion competitors
28. 28 05What the best shops do best
29. 29 SEOzempic slide
30. 30 Health issues…
31. 31 … as a result of overweight
32. 32 … as a result of overweight
33. 33 Analogy for faceted indexing?
34. 34 +11% of keywords show shopping filters
35. 35 Progressive facet indexing
36. 36 Analogy for merchant center optimization?
37. 37 +40% of keywords show product carousels
38. 38 Merchant center optimization Product info - GTIN number - In / out of stock - Product category Shipping - Return policy - Shipping times Tech - Exact product match - No eligibility issues - Link to checkout - Thumbnail optimization Reputation - Top quality badge - Seller rating Promotions - Discounts
39. 39 Merchant Feed a/b testing Image credit: Feedonomics Include important attributes in your title, such as strong brand names, age group, gender, size, color, size type, or personalization options. Provide customers with the most relevant information about your product to better match search queries and drive performance lift. Put key details at the front of your product title, especially if they’re not visible in the image. Product titles are truncated in most ad formats, so show your most relevant and compelling content at the beginning of the title to inform customers before they click through to your site. From: https://support.google.com/merchants/answer/7380908?hl=en
40. 40 Thumbnail optimization
41. 41 Image carousels show up for 60% of keywords
42. 42 Be mindful of industry-specific preferences
43. 43 Editorial content
44. 44 Nike and Purple show how it’s done
45. 45 Extremely high content quality
46. 46 Easy-to-digest and structured content
47. 47 Custom graphics
48. 48 Quizzes as conversion accelerants
49. 49 Interlink content and product pages Links to content on category pages Product carousels in blog articles
50. 50 3rd party reviews
51. 51 Drive reviews from positive NPS answers
52. 52 Email clients after purchase
53. 53 Wrapping up
54. 54 01 Divided focus The best merchants optimize for classic search AND marketplace 02 Facets + content Progressive facet indexing PLUS editorial content 03 Run lean High page/quality ratio
55. 55 “The best newsletter on SEO growth and insider case studies. A must for any SEO professional looking to level up!” - Adam Gent Go to www.growth-memo.com 1 2 3 Enter your email Hit “subscribe”
56. 56 Go to LINK 1 2 3 Download the deck Block an hour time for brainstorming 4 Test these ideas
57. 57 {make the audience want more, what would be possible for them?}
59. Thank You. www.growth-memo.com Kevin Indig
60. 60 What does it take? 01 Divided focus The best merchants pay attention to classic search and test marketplace features 02 03
61. 61 01 Divided focus The best merchants pay attention to classic search and test marketplace features 02 Facets + content A mix of longtail query targeting and editorial content with a high page/quality ratio What does it take?
62. 62 01 Divided focus The best merchants pay attention to classic search and test marketplace features 02 Facets + content A mix of longtail query targeting and editorial content with a high page/quality ratio 03 Branding Video + 3rd party reviews What does it take?
63. 63 Reddit or niche forums
64. 64 Factors: • Reviews • Material • Pros / cons • Availability • Material • Color • Size • Images • Descriptions • Youtube videos SGE + shopping graph
65. 65 AI-generated title, description, features Amazon Seller School, https://youtu.be/pfCLdQx_9Ko
66. 66 Less clicks for more money (text ads) Source: https://content.tinuiti.com/rs/006-GWW-889/images/Tinuiti%20-%20Google%20Report%20-%20Q1%202022.pdf
67. 67 More app downloads than Amazon – She-mu https://techhq.com/2023/11/which-site-will-win-the-black-friday-temu-shein-battle/
68. 68 She-mu - more app downloads than Amazon https://appfigures.com/resources/insights/20230519?f=2
69. 69 +50% of Amazon’s 3rd party sellers are from China https://www.marketplacepulse.com/articles/amazons-significant-reliance-on-chinese-sellers
70. 70 Remember the 4 P’s? Old New Price Supply chain, marketing, margin, retail markup, perceived value CAC vs. LTV Product Who needs it and why? Reviews Place Brick & Mortar Shipping Promotion Advertising, PR discounts, PLAs, thumbnails
71. 71 New game, new rules
72. 72 Which one would you click?
73. 73 Good thumbnails… … avoid white background … show the product in action … are tested
74. 74 Good thumbnails… … avoid unclear background … avoid too much action
75. 75 Let’s try this again…