How to boost your ecommerce total performance?
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How to boost your ecommerce total performance?
E
commerce total performance is the measure of visibility, click-ability, and buy ability
of your brand across the channels like search and marketplaces. Typically, e-commerce
managers and advertisers analyze these factors in silos and only rely on performance
data from respective search and marketplace platforms. With unified intelligence across
Search, Marketplace, and Product intelligence, GrowByData enables total performance
visibility for smarter and faster e-commerce growth.
The graph below shows the total performance of the brand Kenf.
Visibility is a measure of the share of voice
on the platforms. It allows you to analyze
your presence and your competitors’ based Marketing Intelligence empowers
on geo-visibility, seasonal-visibility, keyword marketers to optimize their
visibility, intent-based visibility, etc. The brand visibilities across Search
graph shows that Kenf has good visibility platforms and Marketplaces,
on Target and needs improvement on other
maximize customer acquisition
with lower cost and higher sales.
platforms.
Click-ability is the measure of the usage of
factors that influence the shopper to click
on the product. Factors like the optimization
of your title, image, product attributes, landing page, annotations, extensions, labels, special
offers, promotions, discounts, etc. Per the graph below, this is the area that Kenf may need to
look into improving.
Buy-ability is the measure of the product shopping experience. It is a quantitative measure of
the features that will help you win the purchase once the shopper has clicked on the product.
Per the graph below, Kenf has excellent buyability scores on Target and good scores on eBay,
Bing, and Walmart. Having great visibility and buy ability scores on Target means that the
product that is clicked on have a high chance of purchase, but it also means that they may be
losing out on sales by losing out on clicks to competitors.
Total eCommerce Performance Score Chart of Kenf
Google Amazon Walmart Bing eBay Target
Visibility 30 45 30 62 50 75
Clickability 40 35 30 25 20 20
Buyability 50 65 70 75 80 90
* All the scores are out of 100
© 2022 Complete Guide for Implementing Minimum Advertised Price (MAP) Policy | 2With this unprecedented visibility at their fingertips, Marketing Intelligence empowers
marketers to optimize their brand visibilities across Search platforms and Marketplaces,
maximize customer acquisition with lower cost and higher sales. Marketing intelligence
also provides unified competitive intelligence across all digital shelves. All these market
and competitive insights help optimize your marketing budgets to maximize your target
audience’s reach, improve clicks, and boost conversions and sales.
1. Cross Chanel Visibilities Across the Shopper’s Journey
To have powerful intelligence for total
e-commerce performance you inevitably
require cross-channel visibilities across Generating and optimizing
the shopper’s journey. Today Shopper’s multiple pieces of content
Journey is complex as Google points this that address the informational
out as the messy middle, moves through needs of a shopper at different
various channels in course of their complex segments of the journey is
almost a necessity to increase
e-commerce journey.
your share of voice in the
Customers, starting from their problem ‘messy middle’.
identification stage, start looking for
solutions(products), searches, and research
with various intent moves through the
different online search and marketplace channels, till they reach the final buying decision
stage.
Therefore, as an e-commerce retailer depending upon your target audience size; it’s
important to have visibility across popular search engines like Google, Bing and more; and
Marketplaces like Google Shopping, Amazon, Walmart, E-bay, Best Buy, Target, Instacart, CVS
and others. With Marketing Intelligence, you can build and analyze intent-based visibility
across the shopper’s journey on all the major channels. The graph below shows the visibility
of Kenf and its competitors in the apparel category across several marketplaces. It shows that
Kenf has a high share of voice on Walmart, decent share of voice on Target and Bing, and poor
visibility on eBay, Amazon, and Google.
Visibility of Kenf Across Platforms
100
80
60
40
20
0
Google Amazon Walmart Target Bing eBay
Kenf Lincy Toto Rodgers Hunne
© 2022 Complete Guide for Implementing Minimum Advertised Price (MAP) Policy | 3In addition to being visible across the search channels and marketplaces, you also need
to invest in content that speaks to audiences at different stages of the purchase journey.
Generating and optimizing multiple pieces of content that address the informational needs of
a shopper at different segments of the journey is almost a necessity to increase your share of
voice in the ‘messy middle’. For example: searching for wireless headphones on Google gives a
result like this:
Above $150
14%
$0-$50
63%
Shopping Ads
$50-$150
23%
Review Site
Marketplace Site
Retailer Site
Brand Website
Therefore, as a brand, it is important to not just try to get your website into the SERP, but
it is vital to have content that is optimized to show up in multiple areas to increase the
touchpoints with the digital shopper and thus increase your visibility.
© 2022 Complete Guide for Implementing Minimum Advertised Price (MAP) Policy | 42. Understand Your Brand Vs Competitors Visibilities
Marketing intelligence helps you understand your competitive landscape
on various levels like internationally, regionally, cities-wise & postcode-
wise across the search engines & marketplaces.
Next, it is important to understand your Brand versus Competitor’s, cross-channel visibility
across the Shopper’s Journey. With marketing intelligence understands international,
regional, cities & postcode level competitive landscape and your visibility across the search
engines & marketplaces. The visibility analysis based on location helps you narrow down
your audience and focus your advertising to help find the right customers for your business.
Marketing Intelligence also breaks down your locational visibilities into different product
categories to understand which category has a better share of voice compared to your
competitors.
With these deep analytics, gain a competitive edge over the competitors across the time,
target location, channels, category & seasons. You can mobilize your teams to set up and build
your marketing strategies; properly manage & utilize your advertising budget to maximize
your visibilities across the shopper’s journey and boost your sales.
Kenf Lincy Toto Rodgers Hunne
Also, if your target audiences use languages other than English, it is important to analyze
their language-specific digital shelves. Based on the language, search queries, marketplace
TLDs (top-level domain), and geo-locations might vary. GrowByData Marketing Intelligence
monitors and analyzes your versus competitors’ total performance factors by languages and
marketplaces.
© 2022 Complete Guide for Implementing Minimum Advertised Price (MAP) Policy | 53. Comprehensive Measure of Click-ability
Now you have an idea about your visibility and where you have a better share of voice in
comparison to your competitors. Whether you have good visibility or not, it is extremely
important to analyze your click-ability factors. Typically, the reason you have less visibility is
that you are not targeting the right location, or you have lower click-ability factors in your
competitive landscape.
Marketing Intelligence gives competitive visibility of click-ability factors and helps to analyze
your optimization area to beat your competitors in both paid and organic digital shelves
across the channel.
What are the Click-ability Factors in Digital Shelf?
There are many click-ability factors impacting your click-through rate and algorithmically
your visibilities too. One way to analyze them in the Google Ad Platform is Keyword Quality
Score measured on a scale of 1 to 10. Google has made this simplified with single metrics
to understand your click-ability factors in its paid ad platform. Another important factor of
this metric is the higher the quality score the lower is the Cost Per Click.
Marketing Intelligence gives a comprehensive outlook to your click-ability factors to
describe vagueness brought by single metrics like google quality score. With granular
analysis of ads content and the channel itself, Marketing Intelligence gives holistic visibility
of your click-ability factors.
Ad Content Analytics:
A detailed view of the ad content performance across several channels in one view, like the
graph below, gives a brand or advertiser a comprehensive picture. Insights include visibility
into the use of reviews and ratings, annotations, extensions, shipping labels, tags, special
promotions, etc. This information allows you to make the right decisions on what area or
channel to increase/decrease resources.
Reebok's Use of Extensions, Annota ons, and Labels Across Channels on Shoes
92%
86%
77%
71% 67%
59%
43% 44% 45%
24% 21%
18% 13% 14%
10% 5%
2% 7% 11% 3%
Amazon Google Google-Shopping Walmart Target
Reviews & Rating Shipping Annotations Sales/Discounts Labels Special Promotions
Our tool has the capabilities to dive deeper into the attributes and brands on a keyword
level as well. The graph below shows the match level between the searched keyword
and the title of the ad for Reebok shoes. The level of match is quite different on various
platforms.
© 2022 Complete Guide for Implementing Minimum Advertised Price (MAP) Policy | 6Keyword Match Level
High Match Mid Match Low Match
60%
50%
40%
30%
20%
10%
0%
Amazon Walmart Google
Holistically Analyze the SERP Component
Marketing Intelligence gives you a holistic
view of your brand’s performance across
search engines and marketplaces. Having Having a complete view of your
a complete view of your performance performance across the digital
across the digital shelf allows you to build a shelf allows you to build a unified
unified plan to maximize your visibility. The plan to maximize your visibility.
table below shows the top 10 advertisers
in the health category and where each of
them ranks for different types of SERP
components on Google.
Top 10 Advertisers Organic People Ask Shopping Text Ads
Healthline 2/185 1/302 - -
Vitamin Shoppe 1/185 131/302 26/536 1/121
Amazon 4/185 7/302 17/536 4/121
WebMD 3/185 2/302 - -
Walmart 9/185 45/302 4/536 28/121
GNC 25/185 85/302 1/536 81/121
iHerb 101/185 - 2/536 20/121
CVS 5/185 11/302 44/536 -
Medical News Today 10/185 4/302 - -
Target 15/185 274/302 14/536 -
4. Never Stop Improving Your Buy-ability Factors
Like click-ability factors boosting your visibilities, some factors impact your buy ability which
influences your actual sales, and algorithmically has tremendous impact on your visibility and
click-ability across the channels.
© 2022 Complete Guide for Implementing Minimum Advertised Price (MAP) Policy | 7Product Experience
The shopper’s journey is complex and messy, Wrangler Amazon Walmart Target Google
so it is important to have an excellent Title Score 52% 72% 88% 92%
Image Score 66% 58% 76% 67%
shopping experience throughout the
Price Score 100% 100% 100% 51%
buying decision process to boost your sales. Promotion Score 0% 0% 0% 0%
Shoppers expect a user-friendly digital shelf Description Score 84% 57% 88% 76%
Rating Score 75% 87% 88% 80%
that is convenient, personalized, and with an
Review Score 95% 83% 84% 75%
optimized product detail page. A powerful A+ Content Score 34% 0% 0% 0%
marketing intelligence tool comprehensively Bullet Score 88% n/a 67% n/a
Bullet Word Score 100% n/a 100% n/a
analyzes product contents across channels
Overall Score 81% 59% 78% 64%
like Google, Amazon, Walmart, Target, etc.,
and provides you with a qualitative score of your product detail page along with visibility
into their competition scores as shown in the table.
Competitive Price
An important component of product experience is to offer competitive prices across the
channel. Competitive pricing is an important factor in winning the buy box. If your product
is competitively priced, you are considered a good buying choice and you can win the Buy
Box. Positioning your products in the Buy Box is the key to more impressions, clicks, and
possibly sales. You need to keep track of competitors prices across marketplaces to make
sure your prices are optimized and are dynamically competitive against your competitors so
that you don’t lose out on traffic.
Marketing Intelligence shows you the pricing landscape of your product and category
across marketplaces. Understanding your product’s price competitiveness allows you to
create better dynamic pricing strategies to win more sales over your competitors.
SKUs Overlap
Competitor 1 Competitor 2 Competitor 3
36.97% 25.77% 25.06%
More Expensive than you Same Price Cheaper than you
Conclusion
For smarter and faster e-commerce growth, businesses need competitive analytics of their
total performance factors. These unprecedented, unified insights into Visibility, Click-
ability, and Buy-ability of your brand across the channel help both Ecommerce Managers
and Marketers to build an impactful marketing strategy, optimize and mobilize budgets to
maximize total eCommerce performance with economic mileage.
Talk to an expert today by contacting info@growbydata.com or visit us at growbydata.com
© 2022 Complete Guide for Implementing Minimum Advertised Price (MAP) Policy | 8You can also read
