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1010DATA ECOM PATH TO PURCHASEAARON MENDES – VP MARKET INSIGHTS PRODUCTS
Path to purchase is exactly what is sounds like:What do people do before they buy online?
1. Browse Internet
2.Search Google
3.Search for
Product on
Merchant Site
4. Compare Products
5. Add to
Cart
6. Browse More
Products
7. Add to
Cart
8.Check
Out
On what search terms should I bid?
Which keywords should be in my product lines?
With which websites should I advertise?
How much should I spend on Amazon paid search?
How much should I spend on Google AdWords?
What should I include in my ad copy?
Online path to purchase helps to maximize online sales through more effective allocation of resources and spend
Top referring domains
Top Google/Bing search keywords
Top on-site search keywords
Whether or not search keywords are branded or generic
Top complementary items, brands, and categories
Broken out by merchant, category, brand, and item
Reporting in terms of dollars, units, and views
1010data’s Path to Purchase product provides never-before-available details about the customer online shopping journey
1010data’s Path to Purchase product provides never-before-available details about the customer online shopping journey
25.7%
4.8%
4.1%
2.1%
1.9%
1.4%
1.1%
0.9%
0.7%
0.6%
0.5%
38.3%
25.0%
5.1%
4.2%
2.8%
2.1%
0.004%
1.6%
0.8%
0.3%
0.3%
0.0%
43.2%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0%
google.com
yahoo.com
facebook.com
youtube.com
amazon.com
ewg.org
ebay.com
walmart.com
target.com
reddit.com
sephora.com
all-other
SunCare Referrers Total Market Referrers
OPPORTUNITY
OPPORTUNITY
OPPORTUNITY
70% of SunCare sales on merchants’ sites start with search
46%
30%
24%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Generic
No Search
Branded
2.1%
0.3%
0.3%
0.3%
0.2%
0.2%
0.2%
0.1%
0.1%
0.1%
0.0% 0.5% 1.0% 1.5% 2.0% 2.5%
sunscreen
coupons for diapers.com,coupons-for-diaperscom
sun screen
sunblock
face sunscreen
toms toothpaste,toms-toothpaste
sunscreen spray
hand and face wipes,hand-and-face-wipes
kiss my face organic sunscreen
sunscreen face
SunCare has a massive long tail of keywords for generic search terms
The number of generic search
keywords that you could be buying for
pennies on the dollar.8000
0.7%
0.6%
0.5%
0.4%
0.4%
0.4%
0.3%
0.2%
0.2%
0.0% 0.1% 0.2% 0.3% 0.4% 0.5% 0.6% 0.7% 0.8%
elta md
blue lizard sunscreen
elta md sunscreen
elta md uv clear spf 46
neutrogena sunscreen
shiseido
blue lizard
badger sunscreen
la roche posay
SunCare has thousands of onsite long tail branded search terms that can help generate extra revenue
The number of branded search keywords that you could be buying for pennies on the dollar.
2000
$558,035
$167,472
$110,286
$95,061
$80,590
$76,235
$76,033
$59,861
$44,229
$43,915
$- $100,000 $200,000 $300,000 $400,000 $500,000 $600,000
Neutrogena
Banana Boat
Babyganics
Coppertone
EltaMD
La Roche
Sun Bum
ArtNaturals
No-Ad
Blue Lizard
Keyword: ‘Sunscreen’
For the top generic search term, ‘sunscreen’ Neutrogena and Banana Boat dominate.
Copy their keywords and placement strategy.
$558,035
$73,682
$64,798
$53,969
$41,214
$38,861
$34,130
$32,069
$27,891
$27,663
$- $100,000 $200,000 $300,000 $400,000 $500,000 $600,000
sunscreen
sunblock
face sunscreen
super sensitive sunscreen
spray sunscreen
sun bum sunscreen
sunscreen spray
sun screen
spray on sunscreen
sunscreen face
Owning onsite organic search
Neutrogena is winning onsite generic search.
Copy their keywords and placement strategy.
0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0%
amazon
amazon prime
macys
amazon.com
sephora
ama
nordstrom
amazon smile
macy
elta md
16 of the top 25 Google & Bing searches before buying SunCare are for retailer names, mostly Amazon
The percentage of SunCare money spend from Google & Bing searches with keywords containing ‘Amazon’.
25%
0.0% 0.2% 0.4% 0.6% 0.8% 1.0% 1.2%
elta md
lancome absolute replenishing loton
beaver sun
blue lizard sunscreen
chanel perfection lumiere 20 beige
clinique
le rosey posay sunscreen
elta md uv clear
chanel vitalumiere aqua
patches for jeans
Of non-retailer Google & Bing searches, most of them are auto-suggest long tail terms
The number of keywords you could be buying on Google & Bing to generate online SunCare sales.
22,000
Of non-retailer Google & Bing searches, most of them are auto-suggest long tail terms
Sales
• Onsite PPC & Promos
• Product Description Keyword
Optimization
• Onsite SEO
• Advertise with Complementary
Products
• Bundling Opportunities with
Complimentary Products
Marketing
• Display Media Buys
• Sponsorships & Partnerships
• Google & Bing PPC
• Branding
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