Content analytics-ecommerce-research 2014

eCommerce: Product Content and Search Visibility Study Study by Content Analy/cs Q4 2014
Copyright 2014, Content Analy5cs

Executive Summary Product Content and Search Visibility Study

1st Page or Bust
Almost all Google referrals come from page 1 results
91.5%
4.8% 1.7% 0.6%
Google eCommerce Referrals
1st Page
2nd Page
3- 5 Page
5 - 10 Page
Analysis describing user behavior, not specic search algorithms Research conducted by Chi/ka Insights, 2013 www.chi/ka.com/insights Copyright 2014, Content Analy5cs

1st Page or Bust
If your product falls aSer page 2, youre prac/cally invisible to the consumer
91.5%
4.8% 1.7% 0.6%
Google eCommerce Referrals
1st Page
2nd Page
3- 5 Page
5 - 10 Page
Research conducted by Chi/ka Insights, 2013 www.chi/ka.com/insights Copyright 2014, Content Analy5cs

What Drives Better Search Rank?
Keywords: Descrip/ve /tles Keyword-rich descrip/ons
Lis/ng Quality: Images Videos Discounts Item in-stock
Reviews High number High score Be[er Search Rank
Reviews
Lis/ng Quality
Keywords

Correlating Content to Rank Detailed ndings

Criticality of Keywords
Highly visible items have the complete search query in both the /tle and descrip/on
Represents median value of presence of search queries in /tle or descrip/on across 17,000 SKUs analyzed on Walmart.com Copyright 2014, Content Analy5cs
Search Query Usage
Both Title & Descrip/on
Either Title OR Descrip/on None
1 2 3 4 5 6 7 8 9
Likelih
ood to be foun
d
Page Rank

Impact Listing Quality Detailed ndings

Richer Product Content = Better Rank
Product Content ABributes Page Rank
KeywordRich
Well Reviewed
Image-Rich
In-Stock Has Video
% Page 1 % Page 2+
% Page 3-10
% Items Page 11+
x x x x x 5% 25% 50% 50%
x x x x 5% 5% 50% 50%
x x x 5% 5% 50% 50%
x x 5% 25% 75%
x 5% 95%
None of the above 5% 95% Interpreta/on: In row 1, represen/ng products with very rich content, 25% of items rank in page 2 or be[er; 50% rank page 10 or be[er; nal column represents % of items in Page 11 or be[er, eec/vely invisible to site users. Copyright 2014, Content Analy5cs

Highly Visible Items Have 20+ Reviews
Direct correla/on between number of reviews and page rank Regardless of posi/ve or
nega/ve reviews Red line: Median value
for # reviews
!

Highly Visible Items Have 2+ Product Images
The number of images is highly correlated to page rank
!

Product Proles and Visibility: Images
Items with images are 50% more likely to be found on Page 1
9.2%
6.6%
9.3%
7.8%
0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% 9.0%
10.0%
Items with Images Items Without Images
Page 1
Page 2

Product Proles and Visibility: Video
Items with video are also more likely to appear on page 1 13.2%
6.6%
10.6%
7.9%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
Items With Video Items Without Video
Page 1
Page 2

Product Proles and Visibility: In-Stock
In-stock items are more than 700% more likely to appear on page 1
LeS chart shows distribu/on of page rank for items which are in stock Right chart shows distribu/on of page rank for items which are out of stock

The Nuances of Online Pricing Detailed ndings

In Aggregate, Price Isnt a Big Factor
Items found on page 1 and 2 have about the same prices as items found on page 10

Eect of Price on Dierent Search Types
Brand Search Case Study:
Hello Ki[y
Shopper wants to see what her favorite brand has to oer
Commodity Search
Case Study: HDMI Cable
Shopper wants item at a good price
Targeted Search Case Study:
Ninja Blender
Shopper knows exactly what product she wants

Commodity Search Results: Price Matters
Page Rank
Price
25% 50% 75%
All $7.49 $44.95 $145.00
1 $4.77 $7.16 $9.56
2-5 $7.97 $11.76 $13.97
HDMI Cable search
Lower prices produce out-size results One-quarter of search results
are for items over $145, but these premium products are so low-ranked, theyre all but search-invisible
Products priced below $45 have signicant visibility boost
Op/mum price for visibility is $7.16
* Percentage headers indicate that x% of items fall at or below this value. For example, when we consider all search results, 50% are priced at or below $44.95

Brand Search Results: Reasonable Pricing
Page Rank
Price
25% 50% 75%
All $9.97 $19.98 $30.09
1 $12.65 $14.86 $31.71
2-5 $7.97 $11.76 $13.97
Hello Ki[y search
All results have en/re search string in /tle Product price is more
signicant
Items priced below $19.98 are much more visible than more expensive items
Op/mum price for search visibility is $15

Targeted Product Search Results: Lower Pricing Hurts Results
Page Rank
Price
25% 50% 75%
All $25.08 $39.90 $78.62
1 $71.72 $99.00 $149.74
2-5 $22.64 $33.34 $59.90
Ninja Blender search
Page Rankings correlate to original product search and accessories Page 1 items are blenders ($$$) Page 2 items are accessories ($)
Items priced above $78.62 are favored in search results
Op/mum price for visibility is $99.00

Study Recommendations Page Rank = Trac = Sales

Getting to Page 1
Enrich product lis/ngs Photos Videos Keywords Discounts for commodity goods
Display good value in your category
Have stock ready to ship
Engage customers to provide feedback Lots of reviews
Sa/sfy your customers Good reviews

Research Methodology 2014

Research Methods
Research /meframe: Q3 2014
Analyzed search performance of products based on product page content, item specics, keywords, images, etc.
Over 17,000 products sampled on Walmart.com
Longitudinal study showing product rankings over /me
Full product informa/on collected on all search results

Date post:	15-Jul-2015
Category:	Business
View:	87 times
Download:	0 times

Content analytics-ecommerce-research 2014

Business

items page

rank page

images page

page rank copyright

video page

page research

page analysis

distribuon of page rank

Ecommerce School: Roger Lopez on Content Strategy Framework for Ecommerce Websites

Ecommerce content marketing 101

Direct Benefits of Predictive Analytics for eCommerce

Why Google Analytics is important for Ecommerce business?

eCommerce and ePayments markets in Russia : trends , analytics , perspectives

Key Insights From Funnels - Enhanced Ecommerce For Google Analytics