Trendsetters in eCommerce Marketing in 2011 in US and Europe

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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

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

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

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

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

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

Yulia V Smirnova http://www.linkedin.com/in/ysmirnovaBlog: www.memesponge.com @memespongeyulia@memesponge.com

Obrigado, perguntas são bem-vindos

Trendsetters in eCommerce Marketing in 2011 in US and Europe

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