From Search to Purch(ase): Closing Customers Quickly
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From Search to Purch(ase): Closing Customers Quickly
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Transcript of From Search to Purch(ase): Closing Customers Quickly
From Search to Purch(ase):Closing Customers Quickly
Eric ReischVP of Strategic Sales
Trustpilot
Presenters
Sara LeafAccount Manager
Elite SEM
Agenda
Intro to Elite SEM and Trustpilot
Consumer Research and Behavior
What you should know about SEO 2017
Trust Matters More than Ever
Why & where to display reviews in search
Post SEO - Increasing Conversions
Performance Display
Paid Social
Paid Search
SEO Shopping & Feed
CRO Insight & Analytics
Who is Elite SEM?
Who is Trustpilot?
Why does Trustpilot Exist?
Consumers and Search What to Know In 2017
● Mobile traffic surpassed desktop traffic for the first time in Q4 2016.
● Nearly 60% of all search traffic comes from mobile devices
● People who use mobile devices to read reviews jumped to 61% in 2016 from 38% in 2015
● 54% of people will visit a website after reading positive reviews
● Online reviews make up 13% of how Google ranks local search results according to Moz’s 2017 Local Search Ranking Factors
Businesses Need to Adapt to Consumer Behaviors
Revamping Your SEO Strategyin 2017
Recent Google UpdatesMobile First Indexation
AMP PagesUniversal Results
HTTPS
RECENT GOOGLE UPDATES• “Fred” Update (March 7th, 2017) – Unconfirmed update,
focused on spam algorithm and poor quality backlinks.
• Core Algorithm Update (February 7th, 2017) – Changes were made to Google’s core ranking algorithm, specifically focused on content quality.
• Interstitial Ad Penalty (January 11th, 2017) – Websites showing Ads that cover a significant portion of the screen on mobile devices may be penalized.
• Mobile First Index (November 4th, 2016) – The mobile index will become the primary index since more searches are taking place on smartphones vs. desktop.
seo industryGoogle UpdatesRecent changes in Google’s search engine ranking algorithm
seo industryInterstitial AdsExamples of potential penalty
mobile strategyMoving Towards Mobile-First Indexation
• Mobile content will eventually be the primary index used for showing listing to both desktop and mobile users.
• Announcement was made from Google’s Webmaster Central Blog on Nov 4, 2016.
• Goal is to improve experience as Mobile devices now account for 60%+ of search queries.
Source: Search Engine Land
mobile strategyMobile Friendly Does Not Equal Mobile Optimized
• A ‘mobile friendly’ website may use a responsive design however, a ‘mobile optimized’ website is specifically designed with smartphone users in mind.
• Missing key usability elements and low page speed scores can prevent a site from being mobile optimized.
mobile strategyKey Principles Of Mobile Site Design
Research has shown five key design areas matter most to provide exceptional mobile user experience and increase mobile conversions.
Source: Mobile Transformation Workshop
mobile strategySlow Load Times and User Experience“What do you dislike the most when browsing the web on your mobile device?”
AMP is a way to build mobile web pages for static content that render fast.
Source: Mobile Transformation Workshop
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What is AMP? • Accelerated Mobile Pages• Introduced in February 2016• Created for publishers to
have mobile-friendly content
Who can use AMP? • Publishing, e-commerce,
content sites
Why does AMP exist? • AMP pages load quickly and
with less data used
How does AMP work?• Developers rely on AMP
HTML – a new open framework
AMP Example in Search Engine Result Page
ampCreating Fast Mobile Content
POLL:Are you using AMP pages?
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ampSeen In The SERPNews & Content
Example of news content using AMP Improved page speed for AMP pages
ampSeen In The SERPE-Commerce & Page Speed
Example of Ebay using AMP for product pages
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How can you use AMP?• Product pages• Content pages • News items
How can AMP help SEO? • Not a direct ranking factor – but speed
matters• Value is determined based off user
interaction
Is AMP free?• AMP pages are not free – expenses
may vary• May require an outside developer
Left: An article without AMP HTMLRight: An article with AMP HTML
ampWill It Boost My Rankings?
Universal Results
universal resultsSearch Solution Within SERPInstantly stand out to users
• Universal Results are part of Google’s intention to deliver the user “the best result” as quickly as possible
• These results come in a variety of forms such as knowledge graph, instant answer, featured snippets, people also ask, news, images, video, etc.
• Universal results include content extracted from on-page content
universal resultsSeen In The SERPBulleted lists & instant answers
Example of instant answer + images
Example of a bulleted list
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universal resultsSeen In The SERPKnowledge Graph & People also ask
Example of Knowledge Graph Examples of People also ask
universal resultsHow To Optimize Your SiteBest practices to get recognized by Google
• Identify simple, direct questions on a topic that your audience or consumers are interested in
• Provide a succinct answer that directly answers the question with targeted keywords
• Follow SEO best practices
• Create additional relevant, high-quality content on that theme with related targeted keywords
HTTPSfor SEO and Credibility
httpsMoving To A Fully Secured SiteSecure or not secure: that is the question
• Google is working towards a fully secured web
• Ensures encryption, data integrity, and authentication
• 84% of users would abandon a purchase if data was sent over an insecure connection
• Google calls the move “imperative” in 2017
httpsBenefits Of A Secured SiteIt’s much, much safer
• HTTPS sites receive a small ranking boost
• 40% of Google’s page one rankings are HTTPS
• They also protect users and add a layer of trust
• Google Chrome labels HTTP sites as insecure, warning users of the potential risk
httpsSwitching To HTTPSWhat To Expect When You Make The Move
• Sites may see a temporary fluctuation in site rankings during the move
• All HTTP URLs must be 301 redirected to their HTTPS version
• Set up new Google Search Console profile
Trust and Reputation MatterMore Than Ever
● Consumers need to be able to trust the message, the company, and what a company is selling.
● Third-party credibility is a major differentiator in the large eCommerce industry.
● Security, data protection, privacy, and even shipping all matter to a consumer.
Why is Credibility Important?
Do consumers read reviews when shopping online?
• 89% read reviews “Sometimes”, “Most of the time”, or “Always”
• Less than 3% read reviews “Never”
Takeaway The vast majority of consumers read reviews when making online buying decisions.
Where do you go to find reviews?
> 50% → search engines
> 20% → company’s website
>10% → 3rd party review websites
Takeaway Consumers conduct the majority of review-related research via Google.
How Do Reviews Affect Buying Behavior?● 84% of people trust online reviews as much as a personal
recommendation● 33.8% of consumers find customer reviews as the most
important feature of an online store● 12x more consumers trust product reviews than manufacturer
descriptions● 65% of respondents rate “a person like yourself” as a credible or
extremely credible spokesperson. The color is so much
brighter in person!
Fit is a bit tight…order one size up!User generated content from reviews help you get your site
rank higher and look more credible in organic search
results
Where to Leverage Reviews in Search
Rich snippets provide an indirect SEO boostRich snippets on product pages and key business pages displays more relevant information to potential consumers.
Rich Snippet Stars are everywhere in search
Third-party validation in organic search drives conversionsHaving positive reviews on a third-party platform can improve your brand reputation with positive organic impressions.If consumers search for branded reputation terms, they are looking for validation in order to make a purchase.
Boost organic search with product reviews➔ Improve organic rankings
with content that is...● Relevant & keyword-rich ● Engaging & user-generated ● Fresh & always updated
➔ Improve organic click-throughs with stand-out search results featuring Rich Snippets
➔ Product reviews on your product pages will also help boost conversion
Post-SEOIncreasing Conversions
Approximately 75% of online shopping carts are abandoned every year
Leverage Conversion Rate Optimization Strategies to Increase Revenue
Leveraging CRO best practices will increase conversions and revenue on all conversion
points.
Utilize trust symbols to improve your credibility
42% increase in landing page conversions
72% increase in product page conversions
45% increase in retargeting ad CTR
Social Proof Can Increase Conversion Rates ● Social Proof can include:
○ Customer list or logos
○ Press mentions
○ Reviews
○ Social media integration
○ Testimonials
This Is It StoresGroupon
130% increase in conversions, 315%
in revenue
ID Wholesaler
Use Personalization to Convert Customers
● 75% of customers like when brands personalize shopping experiences for them.
● 40% of online revenue comes from returning customers.
Very.Co.Uk SpearmintLove
Burton Menswear
Key Takeaways From Today’s Webinar
● Leverage a mobile-first SEO strategy that takes advantage of high ranking factors based on recent updates
● Remember that HTTPS is a must in 2017
● Use trust signals, badges, and symbols that surface on your site and search results to improve your credibility and reputation.
● Leverage social proof to optimize your conversion rates.
Thank you!
Elite SEM Questions?www.elitesem.com
Sara Leaf: [email protected]
Trustpilot Questions?www.trustpilot.com
Eric Reisch: [email protected]
