Literary every item an average consumer wants can be purchased online. This average shopper is spoilt for choice on every item with thousands of competing sellers offering the product online at the same time.
The Customer Success Manager of Semalt Digital Services, Frank Abagnale, explains where the online shopper starts untying this loose end.
Where to Begin
In 2016, an online consumer study conducted by Power Reviews established that most online buyers begin their search for a preferred item on both Amazon and Google. The latter scored 35% of all shoppers polled with the former taking a 38% portion. Similarly, 21% of shoppers prefer starting their search in retail e-commerce websites associated with specific brands. On the other hand, eBay carries 6% of this group as their marketplace of choice. The findings created excitement in the market, having been released by a reputable firm that specializes in valuable reviews, ratings and question-and-answer services. Their report particularly gained interest from e-commerce players such as digital marketers.
The accuracy of Power Reviews’ findings was further vindicated later the same year when comScore conducted a large scale study of consumer behavior. This survey not only factored in the search journey for online shoppers but also offline consumers. In their findings, 27% of shoppers turned to Amazon for their first shopping journey. Legitimate search engines scored 15% as the first stop for shoppers. Interestingly, 13% of respondents turned to specific retailer outlets to shop for their preferred items with another 14% turning to specific retailer websites. Retailer mobile applications also reflected in the survey at 4%. Millennials had a consistently higher preference for online shopping than older shoppers. The only noticeable difference between the two surveys is the low score from search engines here.
Nevertheless, we come to the conclusion of natural search engine optimization and Amazon as the prime platforms for digital marketing, creating interest and converting traffic into sales. It’s also the place for cut-throat competition in the form of marketing and sales wars of high magnitude. Still on numbers, businesses able to leverage on these two platforms can easily reach and influence up to 73% of their target market segment in every product. A prime example would be a high ranking men’s shoes website on Google. This website can easily create interest in 35% of shoppers online on Google and another 38% on Amazon. These figures represent millions of dollars in business and consequently profits.
SEO practices will assist online businesses to optimize their rankings on both Amazon and natural searches. The key objective here is to intercept and tap online shoppers right at the start of their online shopping journey. To achieve this, you need detailed product pages complete with quality content with sufficient and accurate product descriptions. Content is king in SEO so you cannot compromise on the quality of data and descriptions you use.
Still on content, incorporate keywords accordingly and words used in product description mirror those phrases your customers use to describe your brand or product. Also, make prices, client experiences, and reviews visible to aid in the conversion of sales. The same strategy applies for e-commerce websites though additionally one can improve on the architecture, infrastructure, and user-experience of the website.