Using Klevu to Supercharge Ecommerce SEO

Transcript

1. 1 Using Klevu to Supercharge Ecommerce SEO Laura Brady Head of Client Services at NOVOS
2. Weʼre the first organic growth agency for eCommerce brands. We build healthier, long-term brands by reducing reliance on paid media.
3. In 2022, Sam and Antonio sold the company to the staff, making us the first eCommerce agency to become employee-owned. Our model gives everyone at the agency a voice in the business and a share in the profits. As a result, everyone working on your account is a "co-owner" of the business, fostering greater ownership, responsibility, and accountability. 00 00 Employee owned.
4. Weʼre Global eCommerce Agency of the Year. Weʼre industry-leading across delivery & culture, and our processes & ways of working have inspired SEO agencies around the world to adopt a business model like ours.
5. 250+ eCommerce brands have trusted us to organically grow their brands over the years across a variety of CMS platforms, team set-ups and phases of growth.
7. What is SEO? • Search engine optimisation (SEO) refers to tactics required to get a website ranking in Google. • The three main components of SEO are: ◦ On page optimisation ◦ Off page optimisation (backlinks) ◦ Technical SEO 7
8. Why is Klevu useful for SEO? • Internal search data can tell us a lot about how users are interacting with the site. • It can also help us to determine the ideal menu structure to ease user navigation across different collections. • Alongside providing us with the internal search data, it also allows us to customise certain aspects like ◦ Product naming conventions ◦ Providing custom landing pages ◦ Collection page suggestions. 8
9. Examples of how Klevu and SEO can work together.
10. Supporting a Christmas campaign.
11. Support your TV ads via internal search. We’d recommend creating pages that show all the products featured in your BFCM and Christmas TV campaigns. 11
12. What is an SEO friendly OOS process? 12
13. Use the “notify me” option during sales period. You don’t want to let your page 404 when a product is out of stock. • Instead you want to add an email capture or “notify me” option for when the item is back in stock, to avoid the page breaking and Google de-prioritising it in the search results. • It also prevents users from searching on a competitors website. 13
14. Using Klevu to connect your social platforms with your website.
15. Google’s research found that in 2022, searches by colour had increased by 40%. Example of a recommendation made to a client: We currently have a gap of 494,500 searches per month for keywords including a colour. This isn’t inclusive of terms that you already rank for. The opportunity including those is larger than this. Searching “colour leggings [brand name] only returns results of specific product description pages (PDPs.) We have already seen a huge amount of growth from the black [product collection] page and are expecting to see similar growth from the new recommended collections. Search by colour has increased by 40%.
16. Use the ‘colour harmony’ option to respond to social trends. There seems to be a new fashion trend on social media every week. • Klevu can intelligently map colour associations between products. • You can use this as a quick response approach to trends on social media, and then if it seems like a trend that is here to stay or a high traffic search, then creating it into a targeted collection page. 16
17. Search by colour Google trends. 17
18. Synonyms feature.
19. Use Klevu to work with influencers. Identify influencers who you are currently working with, or individuals who organically promote your products. • This can be the same of any television appearances. Action: • Use the synonyms function in Klevu to apply the influencers name as a synonym to the products that they frequently promote on social media. • This means customers will be able to find products they see promoted on social media much more effectively and help streamline their journey to conversion. 19
20. Use ‘synonyms’ for popular product colloquialisms. 20 Also, with the increasing popularity of social commerce, and blending colloquialisms between USA / UK etc. this makes it more complicated.
21. Example of how we used synonyms for a client. 21 At NOVOS we had a client who changed the name of one of their most popular collections, and all the products that sat within this. These name changes occurred due to a legal dispute, and posed an interesting question to us - how can users still find these products on site, without the names being visible on the front end. All their legacy product names had a large amount of monthly searches, so it was in their interest to rank for them. We suggested that they optimised their internal search function, using Klevu, and applied all legacy names to the products as a ‘synonym’ as well as optimising all their image alt text.
22. How we used this for one of our brands.
23. Luggage client.
24. What were the most frequent search types? • Based on the client's internal search data, we were able to identify the following most searched for categories: ◦ Searches by type of product (4,706) ◦ Searches for a specific branded product (multiple variants) ◦ Searches by the colour of the suitcase (2,186) ◦ Searches for a particular range of suitcase (11,271) ◦ Size (881) 24
25. Update your nav to include top product ranges. Action: • We have reshuffled the menu dropdown for ‘luggage’ so that there is a more streamlined journey for customers searching for these legacy products. • For those that are discontinued, we can create a custom landing pages that mentions that these are no longer available, and instead offer similar ranges as an alternative. Why is this important? • Stockists like Amazon are still ranking for these legacy product ranges. • It keeps users on the site and will potentially help increase conversions. • Boosts internal links to these collection pages, which improves their chances of ranking highly in Google. 25 Range 1 Range 2 Range 3 Range 4 Range 5 Range 6
26. Use broader colour references for products. • Searches by colour were one of the most frequent types of internal searches on this client. • Based on the internal search results, we can see that the client already had some colour based landing pages. Action: • We recommended moving these all into one ‘shop by colour’ dropdown within the menu of the site. • We can input synonyms in Klevu so that when a user searches for a ‘cornflower blue’ suitcase there is the option to browse all blue suitcases as well as the cornflower blue collection. • Currently, a ‘test’ collection that 404s is the suggested collection page for this search. Search volumes for these colours: • Black suitcase: 1000 (2022)> 2900 (2024) • Green suitcase: 260 (2022) * sage 0 > 1300 (2024) • Pink suitcase: 2900 (2022) *blush was 30 > 6600 (2024) 26
27. Ensure you mention all materials on site clearly. There were around 764 internal searches around material type. Action: • Make the shop by material type more obvious in the menu, and link to the dedicated ‘hard suitcase’ ‘soft suitcase’ landing pages. • We have shown an example of what this would like in our new proposed menu on slide 11. Soft luggage: 210 Soft suitcase: 590 Fabric suitcase: 170 Soft shell suitcase: 320 Hard luggage: 140 Hard suitcases: 1,600 Hard shell suitcase: 4,400 Leather suitcase: 720 Leather luggage: 320 External search volumes for these terms: 27
28. Use Klevu to update your product naming conventions. Key takeaways: • The naming conventions of the some of the products on the site vs. what users were calling them. ◦ For example, vanity vs makeup bag ◦ Backpack vs rucksack vs day pack ◦ Holdall vs weekend bag vs overnight bag Action: • We recommended that the client & NOVOS work on a product naming conventions project for the accessories and smaller suitcase varieties to ensure it’s in line with what users are searching for internally and externally online. 28
29. Use custom landing pages for legacy collections / products. Key takeaways: • We often see a lot of legacy products or collections appearing in a client's internal search. Action: • Instead of ignoring these completely, we recommend creating a custom landing page that says something along the lines of ‘we no longer sell this collection/product, however here are some very similar to them! • This keeps users on the site, and avoids them going to a competitor or stockist. Bonus tip: use synonyms for products that have changed names recently to capture any users who still use the old one. 29
30. Luxury Fashion Client
31. Check the internal searches with no results Actions on this data are found later in the slide deck. 31
32. So, we recommended updating the 'denim' page. • We recommend updating the copy on the ‘denim’ collection page so that it ◦ Mentions the keyword ‘jeans’ on the page. ◦ Gives Google more context as to what is actually on the page • We also recommend updating the H1 to target both denim and jeans (like the current title tag). Why? As this isn’t currently mentioned on the page, the denim page isn’t coming up when users search for ‘jeans’ on internal search. 32
33. We then checked the internal searches with results. 33
34. And recommended that they keep their sale page evergreen. What? • Based on internal search data we could see that a lot of people were searching for a sale all year round. • As this is a particularly well known brand, that is at a higher price range, they naturally had a lot of external search volume around this too. • We found that other stockists of this brand were running sales at a different time to this brand too - so they were winning more customers for these terms. • We suggested keeping the sale page up all year round, but instead having some copy that said ‘we aren’t currently running a sale at the moment, however sign up to our newsletter to be the first to know about the next one.’ 34
35. Alternatively, you can create a discount codes page. • On these pages we recommend that you link to any evergreen discounts that you run on the site e.g. ◦ Student discount ◦ Blue light discounts ◦ 10% off for email sign ups ◦ Refer a friend and get X% off ◦ NHS discount 35
36. Other trends in internal searches with results. 36
37. Create material pages for luxury products. • During our review of our client’s internal search data, we noticed that there were a lot of material based searches. • Targeting materials is a great way of managing a customers expectations on price. Recommendation: • Create collection pages dedicated to the premium materials used across your product range - i.e. cashmere, silk etc. • These can then support categories and be linked to and from product pages as attribute links. 37
38. Consider luxury gifting opportunities. • Gifting terms are a great way to get new users onto the site and potentially increase conversions. • With these pages continuously on the site, it means that they have already built up a lot of SEO value by the time it gets to peak gifting periods like Christmas and Valentine’s Day etc. • We’d recommend linking to these pages from the menu to give them full SEO and user exposure. ◦ Examples of luxury gifting pages: ▪ Dior ▪ Prada ▪ Fendi ▪ Gucci • H1 targeting: Luxury women’s gifts & accessories by Client_Name • Title tag: Luxury women’s gifts & accessories by Client 38
39. Create a tailoring page. We recommend creating a ‘tailoring and suits’ collection page and linking to it from the menu. • Some example products for this collection would be: ◦ Tapered suit trousers ◦ Cotton wool trousers ◦ Twisted seam trousers • For this new tailoring collection page, we recommend the following targeting: ◦ Women’s Tailored Wool Blazers & Trousers | Client_Name ◦ H1: Women’s Tailored Blazers & Trousers • We also recommend integrating the following internal links into this page: ◦ Blazers ◦ Shirts & blouses ◦ Trousers 39
40. Put a bestsellers page in the menu. What? Based on internal search data and search volume, we recommend creating a bestsellers collection page and linking to the original products like - • Wool cashmere coat • Classic leggings • Iconic leather jacket Why? • Not only will these add valuable internal links, but it will also help users find their favourite products with ease. • Strengthen the performance of The Client’s bestsellers, and give them more of an edge against stockists listings of the same products. 40
41. Check your regional terminology. Seeing as we cover a series of different regions, it is beneficial to do keyword research and ensure that the terminology used in each international market is the most relevant and optimal. • I.e. Jumpers is more searched for in the UK than sweaters. • Whereas, the term sweater is more prevalent in the US. Actions: • NOVOS to conduct keyword research to ensure we are using the most optimal terminology for each region. 41
42. Thank You
43. #Klevuai Your shopping list for conversion rate success 43
44. #Klevuai Your shopping list for conversion rate success 44
45. Industry Performance #Klevuai Your shopping list for conversion rate success 45 Overall conversion rate and AOV
46. Industry Performance #Klevuai Your shopping list for conversion rate success 46 Search conversion rate and AOV
47. Over 40% of shoppers go immediately to the search bar when on a new website. Searchers are 4-6 times more likely to convert. Begin the conversation at the search bar Best Practices
48. ✔ An icon isn’t enough - expose the entire search bar and make it obvious ✔ Make your search bar inviting, and explain what shoppers can do +44% Typical increase in orders from mobile search when exposing the search bar Expose search box on mobile and desktop Navigation #Klevuai 48
49. Enrich your search overlay Navigation Keystroke activated auto-suggest … • Word/Phrase completion • Recommended Products • Special Offers • CMS Content • Helpful Links 31% Increase in ecommerce conversion rate 74% Increase in revenue from on-site search #Klevuai 49
50. Shoppers will abandon a website if they search for exactly what they want and it’s not yielding the correct results: – Accessory products taking prominence over the main product - impact on AOV Make sure exact match is relevant Best Practices Search for ‘awning on Heritage Parts Centre’
51. Shoppers will abandon a website if they can’t find what they are looking for, even if they simply misspelled it! Make sure typos can still drive revenue Best Practices 24% search-led conversion rate achieved 3% more time on site spent by shoppers
52. AI-powered eCommerce product discovery platform #Klevuai 52 nail gun nailer Make sure NLP can still drive revenue: Synonyms enrichment Best Practices
53. #Klevuai 53 Your shopping list for conversion rate success
54. Make sure NLP can still drive revenue: Product noun identifier Best Practices 54% of ecommerce websites returned zero or irrelevant results for complex search queries using natural language. 74% increase in revenue from on-site search 31% increase in ecommerce conversion rate
55. Comprehending engagement The search box is a website’s most effective means to establish dialogue with the customer Search conversion peaks at 5 words #Klevuai 55
56. AI-powered eCommerce product discovery platform #Klevuai 56 780mm x 980mm tile flashing 78cm / 98cm tile flashing • Measurement normalisation Leverage NLP capabilities to understand your customer Best Practices
57. Automate Banners & Merchandising Best Practices Draw attention to your featured specials and offers. Schedule time-bound campaigns for visual banners and product boosting. 24% Increase in site search per session value 12% Increase in site search conversion rate
58. AKC_Q3. Still thinking about shopping online... Which, if any, of the following features of an online store do you find useful? (Please select all that apply) Unweighted base: All GB adults who have shopped online in last 6 months (1900) #Klevuai Features of online stores 58 Ability to apply filters (69%), user reviews and ratings (64%) and search bar functionality (58%) are the top 3 features of an online store which respondents found useful • 72% of females found the ability to apply filters (e.g., by size, color) feature to be useful which is significantly higher than Males (65%)
59. AI-powered relevance and refinement Best Practices Ensuring relevant products and filters on the search or category page allows shoppers to quickly narrow down their options. "No result" Searches significantly lowered 50% Increase in site search
60. AI-powered relevance and refinement Best Practices Look at the data
61. Enhancing Customer Experience: The Power of Smart Recommendations
62. AKC_Q4. How often, if at all, are you influenced by product recommendations (e.g., 'users also bought', 'style with', 'similar products')? (Please select the option that best applies) Unweighted base: All GB adults who have shopped online in last 6 months (1900) #Klevuai Influenced by product recommendation 62 Just under half (47%) of British adults who shopped online in the last 6 months were always, often or sometimes influenced by product recommendations • Younger people (i.e., 18-34) are more influenced by product recommendations with 26% being influenced either always or often compared to 13% overall
63. AI-powered product recommendations Best Practices Consumers are more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations. 10% Increase in per session value 20% Increase in ecommerce conversions
64. ✔ Show recommendations that make sense for the items in the basket ✔ Show recommendations based on shopper intent in that session, or a recent session Use smart product recommendations at checkout Purchase +7% Typical average order value increase
65. AKC_Q7. How interested, if at all are you in a feature that adjusts an online store's layout and content based on your interests and past behaviours? (Please select the option that best applies) Unweighted base: All GB adults who have shopped online in last 6 months (1900) #Klevuai Personalisation in online store 65 Over 4 in 10 (42%) who have shopped online in the last 6 months were interested in a feature that adjusts an online store's layout and content based on their interests and past behaviors • Interest among younger generation (18-24) and (25-34) is 63% and 62% which is comparatively higher than 35+ age groups
66. ✔ Reset any personalization tools frequently to avoid outdated data. ✔ Personalize based on behaviour or shopper intent over demographics. Personalization - and avoiding filter bubbles Browse +6% Typical uplift in average order values when these principles applied
67. Online Home Shop Online Home Shop
68. AKC_Q11. Which ONE, if any, of the following types of communication from a brand influences you the most to make a purchase? (Please select the option that best applies) Unweighted base: All GB adults who have shopped online in last 6 months (1900) #Klevuai Personalised product recommendations 68 Email marketing (24%) and reviews and testimonials (20%) are among the most popular forms of communication which influences British online shoppers to make a purchase • Social media plays a bigger role among younger generations as 31% of 18-24 and 29% of 25-34 were influenced by social media to make their purchase, this percentage was significantly higher than age groups of 35+ (15% for 35-44, 12% for 45-54 and 5% for 55+)
69. Abandoned Search Similar to Abandoned browse, but this is when a shopper searches for something and then clicks a product, which reveals a higher level of intent. Shoppers who search are 3-5x more likely to purchase, and search conversion rate can be up to 35%! You can use both Abandoned Search and Abandoned browse together, you just need to ensure that shoppers go into Abandoned Search instead of Browse when they do a search. In an Abandon Browse flow in Klaviyo, put in a conditional split so that if someone has done a search within the past 2 days, they go into the Abandoned Search flow instead. Each flow has an option for a trigger window. Set your trigger window for Abandoned Search to half of what it is in Abandoned Browse. So if a shopper is only eligible for Abandoned Browse every 10 days, set your Abandoned Search to 5 days. #Klevuai Your shopping list for conversion rate success 69
70. Online Home Shop Nike Fans Adidas Fans High CLV Group Discount Sensitive Men Only Women Only Birthday in Current Month Nike Fans Discount Sensitive Birthday in Current Month Newest Arrivals - Filter BRAND = Nike Trending Products - Filter TAG = DISCOUNT Hand Picked Products Trending Products Everyone Else Homepage
71. Accessories / Bags The Cambridge Satchel Co. 3x Conversion rate for shoppers that are using search across the UK, US and EU 34% Increase in site visits where customers have used search 71 The Cambridge Satchel Co customer return to the website 4-5 times before making a purchase. The brand needed to provide a personalized experience on the website using the intel from Klaviyo segments to align with their email marketing strategy. The brand already uses Klevu AI Search, Category Merchandising and Product Recommendations. Cambridge Satchel Co implemented segmented product recommendations banners on the homepage, category page and the cart page. Over a short time, since launching the Klevu <> Klaviyo integration in November 2023, these segmented product recommendations delivered 16% higher click through rates and 64% higher conversion rates when compared to other product recommendations banners on the website. The brand will continue to experiment with placement and strategy for segmented and unsegmented product recommendations as well as implement the Abandoned Search flow in Klaviyo. 64% Increase in conversion rate from segmented product recommendations 16% Increase in click through rates on segmented product recommendations #Klevuai Your shopping list for conversion rate success
72. www.asklo.ai 72 Asklo: Product Questions & Answers Turn visitors into shoppers with Asklo AI assistant Answer questions with AI, help shoppers checkout faster Speed up your customers’ purchase journey by using Asklo AI to instantly answer their questions on product, shipping, and much more. ✦ AI-generated Q&A and follow-ups ✦ Intent-driven conversational AI ✦ Customizable questions and answers Engage shoppers with live Q&A on product pages Create a deeply engaging Q&A experience on product pages by resolving queries in that peak moment of interest. ✦ Show Q&A on product pages ✦ Fine tune the tone and branding ✦ Respond fluently in multiple languages
73. Asklo AI assistant www.asklo.ai 73 Asklo: Product Questions & Answers Turn visitors into shoppers with Asklo AI assistant Resolve queries before customers reach out to support Reduce the work burden on your support channels by clarifying repetitive customer queries directly on product pages. ✦ Reduce support tickets and calls ✦ Quickly resolve shopper queries ✦ Create a seamless shopping experience Get great insights to optimize your product listings Make your product listings more conversion focused by using Asklo's analytics to learn what shoppers desire, how they interact on the product page, and more. ✦ See analytics on most popular Q&A ✦ Learn what info shoppers want ✦ Optimize your product listings
74. #Klevuai 74 Your shopping list for conversion rate success Audit your client’s search and product discovery experience often. Klevu offers a free comprehensive audit at klevu.com/audit, which looks at these categories, and gives a scorecard with tips. TYPICAL UPLIFT* SCORE & PARAMETERS FACTORS Relevance of Search Product Type Queries Feature Type Queries Searchable blog and CMS content Guided Autosuggest Voice Search Automatic Typo Detection & Autocorrect Filters on Search Results page Merchandising & Recommendations Filters on Category Page Banners and Merchandising Dynamic AI Merchandising Types of Recommendations Search UX Usability of Search TARGET KPI Search conversion rate Search-led revenue Site-wide conversion rate Recs conversion rate Recs click-through rate Revenue from categories Average order value Sessions with search PRIORITY FOR YOU +21% +39% +18% +64% +16% +15% +19% +42% High Very High Very High *We recommend getting a demo consultation and ROI model from Klevu so that we can understand how your merchandising is currently done and give more accurate ROI analysis. Uplift stats come from an average across a sample of 37 Klevu client case studies and insights from the Klevu Customer Census. Percentages over 80% have been removed from the averages to produce more realistic average numbers. Product Recommendations conversion rate and click-through rate includes the Klaviyo Integration. See Cambridge Satchel case study. Please note that these uplifts are not guarantees, only indicators based on what other Klevu clients have achieved. Search & Product Discovery Audit: klevu.com/audit
75. #Klevuai 75 Recommendations Our focus: the ultimate discovery suite 12% Site-wide ecommerce conversion rate increase 37% More revenue per web session 19% Search-led conversion increase Full Product Discovery Suite making a huge impact Search Merchandising Optimizing every touch point of customer shopping and product discovery AI-powered eCommerce product discovery platform Asklo
76. AI Search & Product Discovery Platform Trusted by thousands of online retailers, Klevu’s AI-empowered search and product discovery solutions can help you achieve 3x industry standard conversion rates: • Improve your site search conversion rate • Maximize conversions on your product listing pages • Increase the conversion impact of your product recommendations • Personalize your website using advanced AI