Build Your O2O Funnel

 Retail

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1. Get more shoppers Build Your Online 2 Offline Funnel Driving Local ROI with O2O Conversions 2. The Story 5.0 Million Local businesses analyzed 312 Million Reviews…
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  • 1. Get more shoppers Build Your Online 2 Offline Funnel Driving Local ROI with O2O Conversions
  • 2. The Story 5.0 Million Local businesses analyzed 312 Million Reviews analyzed 1.8 Billion Local listings analyzed monthly Our Story
  • 3. Local Search = Intent 93% of retail purchases are still happening in-store 72% of mobile local searches lead to an in-store visit 4/5 consumers conduct local searches 54% Looking for of Operation 53% Getting Directions 50% looking for an address 45% looking for product availability 51% will make a purchase within 24 hours Build your O2O funnel Build your O2O funnel
  • 4. Build Your Local O2O Funnel Build your O2O funnel Build your O2O funnel Build your O2O funnel Local Search Market Share Local Listings Presence Online Conversions Offline In-Store Conversions In-Store Sales T1 T2 T3 T4 T5 Local search impressions Pg 1 rank, accurate data, positive ratings & reviews Click-thru to: website, driving directions, phone calls, offers Store visits and calls Coupon and offer redemptions
  • 5. Local O2O Funnel: Step 1 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel
  • 6. Local O2O Funnel: Step 2 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel 3. Positive reviews 1. Page 1 SERP 2. Correct Data
  • 7. Local O2O Funnel: Step 3 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel
  • 8. Local O2O Funnel: Step 3 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel
  • 9. Local O2O Funnel: Step 4 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel Google Report May 2014 Google Report May 2013
  • 10. Local O2O Funnel: Step 5 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel Percentage of in-store visitors who buy Average order value
  • 11. Get more shoppers The Bottom Line Calculating your O2O Funnel ROI
  • 12. Remember the O2O Funnel Build your O2O funnel Build your O2O funnel Local Search Market Share Local Listings Presence Online Conversions Offline In-Store Conversions In-Store Sales T1 T2 T3 T4 T5 Local search impressions Pg 1 rank, accurate data, positive ratings & reviews Click-thru to: website, driving directions, phone calls, offers Store visits and calls Coupon and offer redemptions
  • 13. Total Addressable Market Build your O2O funnel Build your O2O funnel TOTAL LOCAL SEARCH OPPORTUNITY Total brand searches (annual) Keyword category searches (annual) Total search opportunity Online conversion (directions/calls) @ 1% Online to in-store conversion rate @ 50% In-store visit to purchase rate @ 51%* Average order value @ $65 8.1 M 24 M 32.1 M 321 K 160.5 K 81.9 K $5.3 M T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
  • 14. Current Market Share Build your O2O funnel Build your O2O funnel Total Search Opportunity (TSO): 32.1 M LOCAL SEARCH MARKET SHARE Current local visibility (58%) * TSO Listing Accuracy (65%) YOUR MARKET SHARE -13,5 M -4.7 M 13.9 M CURRENT POTENTIAL SALES Click thru rate (directions or call) @ 1% Online to in-store conversion rate @ 50% In-store visit to purchase rate @ 51%* Average order value @ $65 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales 139 K 69.5 K 35.4 K $2.3 M
  • 15. Market Share Opportunities Build your O2O funnel Build your O2O funnel Your Market Share: 13.9M searches T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales GROW LOCAL SEARCH MARKET SHARE BY 25% Additional Market Share: Increase listings coverage & fix listing errors CURRENT POTENTIAL SALES Click thru rate (directions or call) @ 1% Online to in-store conversion rate @ 50% In-store visit to purchase rate @ 51%* Average order value @ $65 3.5 M 35 K 17.5K 8.9 K $580.1 K
  • 16. Listing Presence Build your O2O funnel Build your O2O funnel Tools: •  RioSEO •  SweetIQ •  Vendasta •  WhiteSpark •  Yext T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
  • 17. Measuring Performance Build your O2O funnel Build your O2O funnel T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
  • 18. Measuring Performance Build your O2O funnel Build your O2O funnel 17,567 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
  • 19. Modeling offline conversions Build your O2O funnel Build your O2O funnel Online Conversions Offline in- Store Visit rate In-Store Sales conversion rate Average order value Calls 11% 50% – 71% 10% - 90% Depends Driving directions 6% Website clicks 2% T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
  • 20. Measuring O2O ROI Build your O2O funnel Build your O2O funnel T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales (Σ calls × in-store visit rate) + (Σ directions × in-store visit rate) × In-store conversion rate (purchases) × Average order value = Attributable in-store sales
  • 21. Your O2O funnel: retail Local Search Impressions Local Listing Views Online Conversions Offline In-Store Conversions (visits) 273K 10.7% 60% 25% 101.1 M 10.8 M 1.9 M 1.1 M $13.6 M 17.6% 2.5% AOR: $50
  • 22. Your O2O funnel: restaurant Local Search Impressions Local Listing Views Online Conversions Offline In-Store Conversions (visits) 215K 24.7% 70% 85% 13.1 M 3.2 M 362 K 253 K $6.5 M 11.2% 6.7% AOR: $30
  • 23. Your O2O funnel: medical Local Search Impressions Local Listing Views Online Conversions Offline In-Store Conversions (visits) 1.1K 30% 60% 20% 1.1 M 306K 9.4K 5.7K $565.5 K 3.1% 0.3% AOR: $500
  • 24. Get more shoppers Michael Mire Co-Founder & CRO @MichaelMire1 | Michael@sweetiq.com
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