Are you running Google Ads campaigns for your ecommerce store?
Online retailers spend a full 76% of paid search budget on Shopping Ads. Yet, studies have shown that nearly half that spend is wasted.
One simple change may be all it takes to eliminate ad spend wastage in your Google Shopping campaigns.
In this webinar, Jeff Deutsch, Marketing Director at Longtail UX, shares how optimizing your landing page and improving online shopper experience from Google Shopping Ads can boost your conversions.
Discover:
- Why improving customer experience with Shopping Ads is the best place to start increasing efficiency.
- How ecommerce companies can reduce their Shopping Ad budgets while generating the same amount of revenue.
- What landing page optimization you can do to improve your online consumers' shopping experience.
- Case studies of successful ecommerce websites that implemented multi-product landing pages through Longtail UX.
4. #SEJWebinar
@LongtailUX
Ecommerce Climate
“Given the economy and
my personal finances, I
have to be very careful
how I spend my money.”
Source: McKinsey, April 2020
8%
53%
United States United Kingdom Australia
12%
44%
6%
53%
Strongly Disagree Strongly Agree
10. #SEJWebinar
@LongtailUX
Poll #1
1. What percent of your marketing budget goes to Shopping Ads?
- Less than 10%
- 10-30%
- 30-50%
- 50-75%
- 75%+
- I don't know
14. #SEJWebinar
@LongtailUX
Poll #2
2. How's your ROI for Shopping Ads, compared to other channels?
- It's one of my best channels
- Above average
- Below average
- It's one of my worst channels
- I don't know
15. #SEJWebinar
@LongtailUX
Shopping Ad Search experience for keyword "outdoor extension cord with multiple outlets.”
The poor search experience
of single product pages
explains their low
conversion rate.
22. #SEJWebinar
@LongtailUX
Percent of market share in shopping search by website, U.S, 2015-18.
(Source: Jumpshot, 2018)
Google Amazon
54% 54%
46% 46%
2015 2018
Amazon's superior shopping
search experience has given it
the lead over Google in the
U.S.
28. #SEJWebinar
@LongtailUX
Multi product pages give
shoppers a personalized
search experience that
surprises and delights
them.
Thirty-six buying options for "mini displayport to hdmi female adaptor" from
Kogan.com, with variations by type, hertz, voltage, length, color, and more.
Personalization
30. #SEJWebinar
@LongtailUX
Personalization
Source: Segment, 2018
of shoppers have
purchased something
more expensive than
originally planned due to
a personalized shopping
experience.
of shoppers expressed
frustration towards shopping
experiences that feel
"impersonal"
40% 71%
36. #SEJWebinar
@LongtailUX
Poll #3
Follow-up: What's the criteria for the other products on your Shopping landing pages?
- People also bought...
- People also viewed...
- Similar to the item on the page
- Other
- I don't know
43. #SEJWebinar
@LongtailUX
Search is still king in online shopping. Sixty percent of online
shoppers start their research on a search engine before visiting a
specific website.
The top Ecommerce websites use multi product landing pages for
search because they provide a better user experience.
Takeaways
44. #SEJWebinar
@LongtailUX
Shoppers who search want multiple options on landing pages
personalized to their search. They want to make an informed choice.
Offering a personalized search experience wins loyal customers.
Forty-four percent of shoppers will buy from your store repeatedly if
you offer this kind of personalized experience.
Takeaways
45. #SEJWebinar
@LongtailUX
You have to provide the multi product page experience yourself.
Selling on Amazon gets the job done, but long-term, it's harmful for
your brand.
There are many tech, resource, and time hurdles to overcome to do
it, which often means it gets put in the “too hard” or “too expensive”
bucket (lucky there’s LUX!)
Takeaways
61. #SEJWebinar
@LongtailUX
Single product pages waste up to 48% of your Shopping Ad
spend, and deliver a poor user experience.
Multi product pages convert much better from search, which
is why the most advanced Ecommerce websites use them.
They provide a personalized experience, which makes 40%
of shoppers to spend more, and 44% repeat buy.
Takeaways
62. #SEJWebinar
@LongtailUX
Doing this in-house requires a lot of tech resources, time, and
project management from marketing. That’s why Longtail UX offers
multi product search landing page creation and optimization for
Ecommerce websites.
We’ve been doing this since 2013 and have had great results, which
is why we can offer a 15% guaranteed increase in ROAS or your
money back.
Takeaways
13.
63. #SEJWebinar
@LongtailUX
Next steps
Find out what LUX Shopping will look like
on your Ecommerce website
• Improve search experience for your visitors
• Increase repeat buying and average order value
• Save wasted Shopping Ad spend with higher
conversion rates