Tag: Marketing


Magento 1 & 2: Increase ecommerce SEO traffic using Intelligent Product Listing pages

Posted on October 25, 2017 by


High-value organic traffic at any e-commerce store is the most efficient way to reduce customer acquisition costs. This improves your path to profitability. At Tagalys, many of our clients use Intelligent Product Listing pages and get the added benefit of ranking high on search results for keywords that are on these product listing pages.

What was most fascinating is that the keywords on these product listing pages showed in the top 5 SERP results consistently across all clients. So we did some research on clients to see common factors that led to ranking high on SERP. We also noticed that clients, whose Tagalys powered product listing pages ranked high on SEO, also had an SEO expert adding the right elements on these pages directly and ensuring the pages were listed on the site map and on a landing page. The reason why there were listed on the sitemap, landing page or anchored on the home page, was to have a search engine bot, index this page, collecting all the details, thus allowing it to calculate a relevancy score for the keywords mentioned on the product listing page.

Before we get into the details, here is a brief video on Intelligent Product Listing pages

The below elements are features available in Intelligent Product Listing pages which can be directly utilized without having to add details to your e-commerce platform

Bounce rate: Probably the most important metric that helps sustain & improve the SERP ranking of a product listing page but often overlooked. In order for bounce rates to be low, organic visitors need to visit another page like a product page or another listing page once they view your product listing page that showed in SERP. You need to know what products to showcase, to want your visitors to click on them. Most online stores, spend time on the SEO hygiene factors that we list below but do not have any idea what products to showcase on the page. They tend to sort them by some basic sort orders like new arrivals, most popular, best sellers without understanding or evaluating if this sort order will lead to high CTR from the product listing page to the product page itself. This sort order is the core competency of Tagalys, as our TRENDING sort order, orders products on the page by calculating the probability of sale, based on the historical data of how visitors are engaging with products at your store.

From a search engines standpoint, high bounce means the traffic it sends does not find the page interesting thus to protect itself, it will start removing your page from the SERP to show other pages that have lower bounce rates.

Page Title: Always have your search keyword as part of the page title starting with a verb e.g., Buy Maxi Dresses between $999 and $1499, Shop Diamond Rings with Rubies etc., Visitors seeking to visit an e-commerce store are more likely to use a verb in their query vs. a visitor seeking to know more about content sites.

Url component: Having the search keywords as part of your URL also helps increase the relevance of the product listing page to be found in the search index. Keyword density and availability of the keywords closer to the domain name in the URL are critical in the relevance index for search engines

Page Heading: Not always required, but helps with SEO, to further re-enforce the keyword relevance in the product listing page, leading to better ranking on SERP.

Description: It is important to have a specific description of a page and not a catch-all, as that can lead to higher bounce rates which also affects your SERP ranking. For example, if your product listing page is about Maxi dresses, ensure the description talks about the maxi dresses and not what it can be paired with like peep toe shoes, pearl jewelry etc., This is because if a visitor searching for pearl jewelry stumbles upon your page for maxi dresses since “pearl jewelry” as it was in the description, they will leave the page thus increase the page bounce rate. This low conversion metric, reduces the rank of the page thus limiting visibility in future organic search results.

Meta keywords & Meta Description: While there is some value in having these fields with relevant keywords, we have seen that they do not play a significant role in SERP rankings. If you have good content listed in the title, URL & description, it would be sufficient for meeting high relevance scores for the search keywords in question.

All of the above variables can be easily entered & edited by e-commerce teams, without having to modify this on the backend of your platform.

Domain ranking: All of the above works well, assuming your domain has higher authority in the SEO world. For this, search engines like google report on a domain score that looks at variables like your page load time, mobile friendliness, 404 redirects, etc., Hence if this basic hygiene is not met by your store, that could lead to a lower score on SERP, as your domain is ranked low by the search engine.

Watch our demo site to learn more or schedule a 1:1 demo with us at your convenience. What are you waiting for? Contact us now or start your 28-day free trial immediately. You can also read more at Intelligent Product Listing pages.

Posted in e-Commerce Product Listing pages

How Amazon Site Search algorithms affected Flintobox in SEM

Posted on December 21, 2016 by


Want Amazon like Search experience in your online store?  Signup now and see your visitor engagement improve or read from one of our data analysts on the inside workings of Amazon Search.

Recently a fellow entrepreneur raised an issue on unfair acts by Amazon.in infringing on their trademark name “Flintobox”. The issue came alive because Amazon.in had bid for the keyword “Flintobox” on Google and given that it’s Amazon, there is no way a startup can outbid them. Also, legally no company is allowed to bid on a name that is trademarked by another entity. Below a screenshot of the dispute in question.

amazon-trademark-violation-2016-10-18

This has been rectified by Amazon, but it sure caused some heartburn for the Flintobox founders, a few folks at Amazon and many small businesses that feel threatened by such incidents.

amazon-response

It always confuses me when large, funded players are willing to outbid, underbid or even lose money to acquire your customer. This probably led to the founder sharing his woes across the social media where it was retweeted, shared and hence reached my timeline. My friends at Amazon, who speak highly of the company, insist that something like this must have been a mistake and not some personal agenda of any category manager to acquire customers by breaking the law. So, I personally spent some time trying to understand what could have happened, given that Amazon has been a very big influence in my life.

At Tagalys, one of the products we sell to our customers is personalized search as a service and we think the internal Amazon search tool, something that most visitors engage with, might be the cause to the above dispute. Here is our take on what could happened. We hope to hear your feedback as it will also help us improve what we live to build everyday.

Today (Dec 21st, 2016, 1358 hours) if you visit amazon.in and search for “Flintobox” you will still find search suggestions, even though Amazon.in does not carry any stock of the Flintobox products.

flintobox-search-amazon

Now everyone knows “Search” at Amazon is best in class, hence there is no way Amazon will show you Flintobox in search suggestions, if the engine knows products are – OUT OF STOCK. But if you click on any of the suggestions, it leads to a Search results page, that as expected, does not display any Flintobox products instead it lists Einstein box or Xplora box.

explorabox-jpg einsteinbox-results

This leads to two possible reasons, when sellers upload products onto Amazon.in, they upload details about the products including tags, search keywords, potentially even synonyms. We assume, that these products had the “Flintobox” keyword somewhere in the seller upload sheet.

Another reason, though highly unlikely, is that Amazon dynamically detects that products sold by FlintoBox, Einstein box, Xplora box are targeting the same customer segment. Hence even before a customer visits a “No results” page as Flintobox is not in stock, it redirects them to a page with products that will appeal to the same customer segment. Thereby ensuring engagement and potentially conversion.

But what does all this have to do with an ad created for “Flintobox” by Amazon on Google?

Every eCommerce Search or Site Search engine worth its salt, collects, groups and analyzes “Search” data and how visitors engage with the results across segments. Search is demand data directly from customers and visitors telling you what they want. There is also a high probability if X volume of visitors ask for something within your store, there are many more out there (Search engines like Google) who may want the same.

“Flintobox” as a keyword led to Search results and had engagement. It still continues to do so. For the category/subcategory, their search volume must have met certain minimum criteria and also led to engagement – views, add to carts, buys etc.,. We assume, Amazon has an inbuilt or uses a 3rd party keyword bidding tool for Search engines like Google etc.,, that studies keyword data, with engagement and dynamically creates a landing page (at a category or subcategory level) provided the real time bid requested by Google falls within the budget of Amazon. And since the dynamic page created for the advertisement is powered by Search keyword data, the keyword bidding tool has an active keyword, products to display and bid within budget and voila the landing page is created (This is a screenshot of the landing page reproduced from the blog posted by the Flintobox founder, hence products displayed may not not current)

flintobox_search_listing_on_amazon1

So what could have been done to have avoided this incident?

If the above assumptions are correct, then the Amazon seller services team should have more checks in place when sellers upload data. Google today will not allow you to bid for a search keyword that is trademarked by another entity and something similar within Amazon Seller services could have voided this incident from happening. Another way, although rudimentary is the compare the seller upload tags/keywords data with the Brand names stored within the Amazon database. This may not cover trademark infringements, but will definitely avoid Brand X showing in suggestions of results when Brand Y is what a visitor is searching for.

I feel this was not done on purpose, but sometimes a small mistake by a large company is enough to make a big impact in the ecosystem around them. While an apology may have been issued, it does not help with the loss in cash flow that many of the smaller companies rely to grow. Fortunately Flintobox survived to tell a story, many others may not.

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Posted in eCommerce Site Search

Personalization – Making your eCommerce store visitors feel LOVED has never been easier!

Posted on December 21, 2016 by


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The journeys that we find most memorable and wonderful are often the ones we take with people who make us feel truly special.

Winning your visitor’s heart on their journey to your e-commerce store is in fact not very different at all, when you make their journey a personal one that is close to their heart. Right from the time they enter to the time they register, to the golden moment they make a purchase, and even the stressful times when they abandon their cart or haven’t been in touch for a while.

In this article, we cover how your e-commerce visitors can enjoy a journey of a lifetime on your store when you personalize every aspect of it- one they remember for days, in fact even share with their friends and recommend to folks they care about.

But first, exactly what do we mean by personalization here? Is it simply just greeting folks by their name? Or showing them products that other people viewed after viewing a particular product. Luckily for e-commerce storeowners and customers, personalization has evolved into something way more powerful, predictive and well, personal than these techniques.

 The Advent of Personalization 2.0

Much like your favorite in-store sales personnel in the world, Jamal, today’s personalization tool is highly iterative, contextual, and real time. The engine is based on artificial intelligence, and thus, constantly learns and updates itself on each visitor based on their interactions as well as those of their counterparts, thus making each interaction more personal, more special, and more intimate than the last one. All this with no scope for human errors and that much more perfection and precision.

So, what are just some of the highly essential and relevant variables that are taken into account whilst personalizing a visitor’s journey?

Your Shopping Persona:

Everybody Loves Jamal!

Everybody Loves Jamal!

 Much like Jamal, who would notice your ensemble the minute you walk into the store to decide what kind of products to recommend to you, a robust engine tracks the journey of a visitor and extracts insights about their visitor based on how they interact with your store.

And just the way Jamal would recommend very different outfits to someone who wore a fun, blingy, high street outfit from Zara and someone else that wore an understated ensemble from Chanel, the engine would show distinct results for those who engage from an iPhone 7 (More premium, upscale products) looking for “Dresses”, as opposed to someone who is interested in “Dresses” using a regular smart phone (Products that would appeal to a price sensitive audience.)

Further diving into this concept, if a new visitor from Manhattan entered an e-commerce shoe store during peak winter she’d get very different results from a similar visitor from San Diego.

Explicit Surveys or Questionnaires

To understand the persona of your visitor, one way to get started is by incentivizing them to fill out out a survey before they start shopping. A great example of this is the beautiful wine site, Naked Wine, which woos its visitors to perfection by offering them 30 dollars to take a quick survey so they can create the perfect drinking persona!

Incase of a site that focuses on one particular category such as a smartphone which has a wide range in terms of pricing, a good idea could be to quickly ask for a budget range and then create a selection accordingly. Similarly, according to the category of the e-commerce site, similar variants can be made in terms of size, gender, and more.nakedwine-survey

Visitor interaction

Another way to understand your visitors shopping persona is my implicitly tracking their interests via a robust analytics engine. Much like once you go to your favorite brick and mortar store and Jamal your favourite sales personnel takes into account your personal tastes and preferences, the engine also partly bases its subsequent recommendations, listing pages, offers, etc next time you enter the store on your past behavior and actions. It remembers the ankle length boots that you added to cart but didn’t eventually buy. It also won’t forget that you spent a couple of minutes browsing that exquisite leather phone case but were pretty non-committal on it or that golden moment when you finally bought a black bomber jacket. (You badass, you!)

visitor product interaction

Visitor segmentation

And while the engine tries to understand your shopping interest and persona, it is also making a note of other people who might be similar to you in their shopping persona to start predicting what products that might interest you but are yet to be discovered by you.

shopper segmentation 

 

The objective of creating shopping personas is to ensure personal relevance in any interaction between your visitors and store. Improving personal relevance increases the conversion rate from a listing page (impressions) to a product page. More product views per visitor, increases the probability of sale conversion. Where can the actionable insights from a personalization engine be applied for an eCommerce store?

ONSITE ENGAGEMENT

Onsite channels in brick & mortar are similar to in-store sales, service, and promotions. Interactions that happen between visitors and your business within the walls of your store. In these eCommerce world, this is equivalent to

SITE SEARCH, LISTING PAGES, RECOMMENDATIONS WIDGETS, BANNERS & COUPONS

Over 90% of the interactions that lead your visitors to view products will happen across these channels. By extracting actionable insights from a personalization engine and applying it to these channels, each visitor will be catered a unique shopping experience engaging with products that are personally relevant to them or someone similar to them. We had discussed earlier about how the mobile first interaction by visitors has led to the attention economy. When visitor interaction with products in these channels becomes personally relevant, you keep your visitor engaged, allowing them to patiently discover products that appeal to them and finally convert to customers.

OFFSITE ENGAGEMENT

Offsite channels in brick and mortar would be similar to sending out direct mailers, promotional sms’s, etc. Basically anything outside the walls of the store to bring your visitors back to your store. In the eCommerce world these are equivalent to

MOBILE NOTIFICATIONS & EMAIL

Channels like mobile notifications and email. are the lowest cost to build re-enagement. Today, most online retailers send out mass notifications and email that reach every user in the store and may or may not be relevant to them. This spam like behavior has led to emails being confined to a separate tab in your inbox or users turning off notifications in mobile phones. This leads to low click through rates (CTR), reducing the visits generated back to the online store from these channels.

By considering the shopping personas generated by a personalization engine, retailers can not only save cost by sending notifications/email to the relevant users, but also increase CTR that leads to improved conversion rates & revenues.

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Posted in e-Commerce Personalization

The need for personalized search in your eCommerce business

Posted on December 20, 2016 by


eCommerce Search, Site Search or Product Search are a few of the terms customers refer to the experience of allowing a visitor quickly find a set of products that match a search query entered in the search bar within an eCommerce store. Search is key revenue driver at the lowest operational cost for leading retailers across the world. Data recorded by Tagalys across clients shows that although less than 10% of visitors search, they drive anywhere between 30% to 40% of the stores revenue. This is evident as leading global retailers display a prominent search bar with a clear call to action, that drives visitors to search for products. Interested – Sign up now.

amazon search bar

walmart search bar

Site Search is a product discovery channel that can deliver conversion rates almost 2X higher than regular listing pages. These numbers hold water only if you have the right engine and not based purely only on keyword relevance (Search 1.0). Some of the other benefits of Site Search are reduced time to checkout, higher product views per visit and increased order value per customer. But there are many instances of online retailers giving little or no importance to the Search experience within their store. If you already know this, Sign up now and improve your visitor engagement.

Lets take a step back and consider offline retail, cause online commerce is only an extension of offline retail. Hypothetically, you own this fabulous brand and open two stores in the same city. They have the same inventory (Product catalog), physical store format (UI) and display Merchandising (UX). But one has a shopping assistant and the other does not. The store with an assistant will deliver more sales and the amount by which the sales will improve will depend on the aptitude of the shopping assistant. Most visitors with an intent of purchase will interact with the sales person – “Do you have shoes?”, that leads to relevant questions “What brand, size, color?”, resulting in products that best suit the query. This is what Search 1.0 for eCommerce is expected to do. Understand what your visitors seek (Search query), ask relevant questions about that query (Filters) and show products (Search results) that match the query (No usage of data analytics). Then came along a smarter shopping assistant (Search 2.0) who started to consider what was sold, what products were viewed and visited the dressing room. With this intelligence, products shown not only match the query but also consider store analytics to support the increase in sale probability. But today, a sales person remembers you, knows what you like or what someone with your shopping persona may like, will show you products for the same query based on individual persona data. Ensuring products shown are not pushed based on store data, but personally relevant to you as it is based in individual shopping persona data. This is Search 3.0. Interested – Sign up now.

shopping assistant in store

The rise of Search 3.0 or personalized search is driven by the “Attention Economy” and the rise in mobile first discovery. Almost 60% of visitors engage with an eCommerce store via a mobile device, they are on the move, pressed to time and prone to distractions. Personalization of Search improves visitor engagement as it makes Search a personally relevant experience.

So if you think intelligent or personalized search will boost sales for your eCommerce business, start considering the following

  1. Make vs. Buy
    • What will be lost revenue over 8 to 10 months by not installing intelligent or personalized search
    • What will be increase in operating cost when internal resources are deployed to build the same inhouse?
    • What will be monthly recurring cost (hardware, software and human resources) to build, maintain and continue keeping abreast of the best in technology?
    • What should I budget every month to gain access to reliable intelligent or personalized search almost instantly?
    • What uplift in sales will a 3rd party Search solution offer my eCommerce business
  2. What will be increase in visitors who search, if I make the search bar more prominent with a clear call to action and resulting increase in revenue if my search conversion were to improve by a minimum of 50%?
  3. What will be the increase in cash flow if visitors become customers faster?

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Posted in eCommerce Site Search