Download - Content analytics-ecommerce-research 2014

ì eCommerce: Product Content and Search Visibility Study Study by Content Analy/cs Q4 2014

Copyright 2014, Content Analy5cs

ì Executive Summary Product Content and Search Visibility Study


1st Page or Bust

ì  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 specific search algorithms Research conducted by Chi/ka Insights, 2013 www.chi/ka.com/insights Copyright 2014, Content Analy5cs

1st Page or Bust

ì  If your product falls aSer page 2, you’re 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?

ì  Keywords: ì  Descrip/ve /tles ì  Keyword-‐rich descrip/ons

ì  Lis/ng Quality: ì  Images ì  Videos ì  Discounts ì  Item in-‐stock

ì  Reviews ì  High number ì  High score Be[er Search Rank

Reviews

Lis/ng Quality

Keywords


ì Correlating Content to Rank Detailed findings


Criticality of Keywords

ì  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

Likelihoo

d to be foun

d

Page Rank

ì Impact Listing Quality Detailed findings


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; final column represents % of items in Page 11 or be[er, effec/vely invisible to site users. Copyright 2014, Content Analy5cs

Highly Visible Items Have 20+ Reviews

ì  Direct correla/on between number of reviews and page rank ì  Regardless of posi/ve or

nega/ve reviews ì  Red line: Median value

for # reviews


!

Highly Visible Items Have 2+ Product Images

ì  The number of images is highly correlated to page rank


!

Product Profiles and Visibility: Images

ì  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 Profiles and Visibility: Video

ì  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 Profiles and Visibility: In-‐Stock

ì  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


ì The Nuances of Online Pricing Detailed findings


In Aggregate, Price Isn’t a Big Factor

ì  Items found on page 1 and 2 have about the same prices as items found on page 10


Effect of Price on Different Search Types

Brand Search ì  Case Study:

“Hello Ki[y”

ì  Shopper wants to see what her favorite brand has to offer

Commodity Search

ì  Case Study: “HDMI Cable”

ì  Shopper wants item at a good price

Targeted Search ì  Case Study:

“Ninja Blender”

ì  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

ì  “HDMI Cable” search

ì  Lower prices produce out-‐size results ì  One-‐quarter of search results

are for items over $145, but these premium products are so low-‐ranked, they’re all but ‘search-‐invisible’

ì  Products priced below $45 have significant visibility boost

ì  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

ì  “Hello Ki[y” search

ì  All results have en/re search string in /tle ì  Product price is more

significant

ì  Items priced below $19.98 are much more visible than more expensive items

ì  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

ì  “Ninja Blender” search

ì  Page Rankings correlate to original product search and accessories ì  Page 1 items are blenders ($$$) ì  Page 2 items are accessories ($)

ì  Items priced above $78.62 are favored in search results

ì  Op/mum price for visibility is $99.00



ì Study Recommendations Page Rank = Traffic = Sales


Getting to Page 1

ì  Enrich product lis/ngs ì  Photos ì  Videos ì  Keywords ì  Discounts for commodity goods

ì  Display good value in your category

ì  Have stock ready to ship

ì  Engage customers to provide feedback ì  Lots of reviews

ì  Sa/sfy your customers ì  Good reviews


ì Research Methodology 2014


Research Methods

ì  Research /meframe: Q3 2014

ì  Analyzed search performance of products based on product page content, item specifics, keywords, images, etc.

ì  Over 17,000 products sampled on Walmart.com

ì  Longitudinal study showing product rankings over /me

ì  Full product informa/on collected on all search results
