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Content analytics-ecommerce-research 2014

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  • 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

    Copyright 2014, Content Analy5cs

  • 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

    Copyright 2014, Content Analy5cs

  • Correlating Content to Rank Detailed ndings

    Copyright 2014, Content Analy5cs

  • 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

    Copyright 2014, Content Analy5cs

  • 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

    Copyright 2014, Content Analy5cs

    !

  • Highly Visible Items Have 2+ Product Images

    The number of images is highly correlated to page rank

    Copyright 2014, Content Analy5cs

    !

  • 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

    Copyright 2014, Content Analy5cs

  • 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

    Copyright 2014, Content Analy5cs

  • 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

    Copyright 2014, Content Analy5cs

  • The Nuances of Online Pricing Detailed ndings

    Copyright 2014, Content Analy5cs

  • 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

    Copyright 2014, Content Analy5cs

  • 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

    Copyright 2014, Content Analy5cs

  • 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

    Copyright 2014, Content Analy5cs

  • 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

    * 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 $19.88

    Copyright 2014, Content Analy5cs

  • 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

    * 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 $39.90

    Copyright 2014, Content Analy5cs

  • Study Recommendations Page Rank = Trac = Sales

    Copyright 2014, Content Analy5cs

  • 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

    Copyright 2014, Content Analy5cs

  • Research Methodology 2014

    Copyright 2014, Content Analy5cs

  • 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

    Copyright 2014, Content Analy5cs

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