In this double-session SEJ eSummit webinar, discover actionable tips to help you master personalization and on-page SEO for more traffic and sales. Session 1: Dominating Your Ecommerce Category in 2020: What You Need to Know In this presentation, Andreas Dzumla, CEO & Co-founder at Longtail UX, shared three proven personalization must-haves in ecommerce. Discover how to: – Disrupt online retail with landing page personalization. – Grow new customer acquisition from search by 92%. – Reduce the cost of acquisition by up to 64%. Session 2: How Online Stores Can Drive Organic Traffic with On-Page SEO Even if you do understand the value of SEO to your ecommerce site, how do you know where to start with on-page SEO to have the most impact? In this session, Anna Crowe, Assistant Editor at Search Engine Journal, talked through the following, to help you understand the impact on-page SEO can have on your site and her on-page SEO checklist: – Anatomy of an optimized ecommerce product page. – Keyword research for buyer intent. – URL structure and parameters best practices. – Meta title and descriptions for increased CTR. – Image optimization for improved reach. – Content for product and category pages.

1. #SEJeSummit
@LongtailUX
How to Dominate
Ecommerce in 2020
#SEJeSummit
@LongtailUX

2. #SEJeSummit
@LongtailUX
Meeting Ecommerce
Customer Expectations
for Search in 2020
What You Need to Know

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@LongtailUX
Ecommerce: Once-in-a-lifetime
opportunity in 2020
Faster shift to Online
Shopping due to Covid-19
Source: Forbes, May 2020
5x YoY growth of
Ecommerce sales
77%

4. #SEJeSummit
@LongtailUX
Hi
Andreas Dzumla
Co-Founder & Co-CEO
at Longtail UX
• Ex-Googler and Ex Dentsu Aegis Network GM
• At Google, part of the team that launched the
first version of AdWords Editor, Mobile Ads and
Quality Score
• Managed online marketing budgets of $30M,
both agency and client side, and ecommerce
website projects across 15 markets in US,
Europe and JAPAC

5. #SEJeSummit
@LongtailUX
Longtail UX – The fastest way to
expand your online market share
+19% total new user growth
+$20 million per year in new revenue
+42% total new user growth
64% reduction in customer acquisition cost
+500% return on advertising spend

6. #SEJeSummit
@LongtailUX
Creating new Website Capabilities to drive
Channel Efficiency
LUX Smart Pages
Re-imagine replatforming: Data-driven, fast, iterative transformation instead of slow,
expensive and inflexible replatforming
1. LUX Organic
Manage SEM like SEO.
2. LUX Shopping
Capture twice the online
sales per click.
3. LUX Paid
Exact-matching landing pages
for every Keyword.
Organic
Search
Shopping Ads
Paid Social
Retargeting
Paid Search
Retargeting
Website

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@LongtailUX
scorecard.longtailux.com

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@LongtailUX
scorecard.longtailux.com

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@LongtailUX
scorecard.longtailux.com

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@LongtailUX
scorecard.longtailux.com

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@LongtailUX
The New
Ecommerce Customer
What You Need to Know

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@LongtailUX
Poll:
How much have your online sales grown
year on year?
• Negative growth / About the same
• 20-50% increase
• 50-100% increase
• 100%+ increase
• I don’t know

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@LongtailUX
New to Your Niche
74%
Source: SurveyMonkey, July 2020
“I am buying items I
usually would not buy
online.”

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@LongtailUX
67%67%
Older – Less Tech-Savvy
Source: Emarketer, June 2020
New U.S. online shoppers
are aged 45+

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@LongtailUX
43%43%
Said “difficulty finding the
item I need” is their #1
complaint about online
shopping
Source: SurveyMonkey, June 2020
Older – Less Tech-Savvy

16. #SEJeSummit
@LongtailUX
Ready to Be Won for Life
80% said yes - more
likely to return to an
online shop that
personalises
experience
Source: Longtail UX survey, July 2020
no yes

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@LongtailUX
The Power of First-Touch
Personalization
What You Need to Know

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@LongtailUX
Personalization
“…can make customers feel a deep loyalty
to us, because we know them so well.”
- Jeff Bezos, 1998

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@LongtailUX
Personalization
Source: Segment, 2018
of shoppers have
purchased something
more expensive than
originally planned due to
a personalised shopping
experience.
of shoppers expressed
frustration towards
shopping experiences that
feel "impersonal"
40% 71%

20. #SEJeSummit
@LongtailUX
First-Touch Personalization

21. #SEJeSummit
@LongtailUX
First-Touch
Personalization• A store with products in stock that solve our problem.
• Knowledgeable staff who can direct us to the section of the
store with only those products.
• A pleasant buying experience.

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@LongtailUX
E-commerce Landing Pages Fall Short

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@LongtailUX
Source: Monetate, 2018
E-commerce Landing
Pages Fall Short
48%
Reduction in performance
with a single product page.

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@LongtailUX
Solution: “Smart Pages”
Ecommerce conversion
rates:
single product
pages
smart pages
1.5%
2.9%
Source: Monetate, 2018

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@LongtailUX
The Law of
Smart Pages
1. Multiple products on the page
2. All match the buyer’s immediate need
3. Visible above the page fold

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@LongtailUX
Need: “moisturizing shampoo for gray hair”
Smart PageSingle product page
Smart Page Performance

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@LongtailUX
2,574
LUX pages
98%
conversion rate
-64%
CAC
Results:
Adore Beauty
Product:
LUX Smart Pages

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@LongtailUX
Need: "60 inch 4K TV”
Smart Page Performance
LUX Smart PageSingle product page

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@LongtailUX
35,000
LUX pages
105%
annual growth
$20M
New customer revenue
Results:
Kogan
Product:
LUX Smart Pages

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@LongtailUX
The Law of
Smart Pages
1. Multiple products on the page
2. All match the buyer’s immediate need
3. Visible above the page fold

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@LongtailUX
Why visible above the fold?
116
%more likely to scroll
88%
pages visited
Need: ”red whiteboard clip”
Source: Monetate, 2018

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@LongtailUX
First-Touch
Personalization for
Shopping Ads
What You Need to Know

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@LongtailUX
Need: "lithium power station”
LUX Smart PageSingle product page
Smart Page Performance (Shopping Ads)

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@LongtailUX
500%
ROAS
300%
Conversion rate
Results:
Outbax
Product:
LUX Smart Pages
90%
AOV

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@LongtailUX
78%78%
Huge Ecommerce
Opportunity
Source: Longtail UX Study, June 2020
Of top 100
E-commerce spenders in
paid search fail at least one
“Smart Page” law

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@LongtailUX
MissingFeatured
Need: “vegan protein”
diet: gluten free
lifestyle: organic
flavor: vanilla

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@LongtailUX
material: denim
style: distressed
design: leopard
MissingFeatured
Need: “good american jeans”

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@LongtailUX
MissingFeatured
Need: ”corner desk”
feature: drawers
style: farmhouse
color: black

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@LongtailUX
Poll:
Do you show multiple products matching
the search term above the fold?
• Yes
• No
• I don’t know

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@LongtailUX
Selling First-Touch
Personalization
Internally
What You Need to Know

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@LongtailUX
Selling point: Performance
Average ROI,
LUX Smart Pages
7:1 Conversion rate increase,
Smart Pages over Single
Product Pages
108%

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@LongtailUX
Selling point: Urgency
Faster shift to Online
Shopping due to Covid-19
Source: Forbes, May 2020
5x Bricks & Clicks vs.
Ecommerce share
price growth
1:13

43. #SEJeSummit
@LongtailUX
Pure Play+14.5%
+0.5%
+30.4%
-71.4%
-25.0%
-47.7%
+6.8%
+196.2%
+138.5%
+1262.4%
+527.3%
+136.4%
+299.0%
+400.0%
Top 40 Top 22Bricks & Clicks

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@LongtailUX
Selling point: Speed
Average time to replatform
Source: Forbes, May 2020
1.5 years Go-live, LUX Smart Pages
2 weeks

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@LongtailUX
Selling point: Speed (LUX Smart Pages)
10 7 3 1
DAYS TO GO-
LIVE:
Reverse Proxy
Approve Landing
Page Template
2-3 days 1-2 days
Go live
1-2 days
Categorization
2-3 days

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@LongtailUX
LUX Patents
US10534781B2:
“Improvements in Website
traffic optimization”
Granted: 2016, 2019

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@LongtailUX
LUX Patents
WO2017197430A1:
“Improvements in
Landing Page
Generation”
Pending

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@LongtailUX
Next steps
Demo:
longtailux.com/shopping
Forecast:
scorecard.longtailux.com

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@LongtailUX

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@LongtailUX
How Online Stores Can
Drive Organic Traffic with
On Page SEO
Anna Crowe
#SEJeSummit
@annaleacrowe

51. #SEJeSummit
@LongtailUX
About Me
● I’ve been running my own company for the last 10+ years
specializing in SEO and content.
● I’ve worked with Hearst Magazine, Castello Cheese, Village
Candle, Mailboat Records, Westfield Shopping Centers,
BigCommerce, and Shopify.
Fun facts
● I can milk a goat.
● I toured with the band Kansas.
● I like burritos and puppies (in that order).
#SEJeSummit
@annaleacrowe
Assistant Editor at SEJ &
Head of Content at Leadfeeder

52. #SEJeSummit
@LongtailUX
#SEJeSummit
@annaleacrowe
8 months ago,
this was you.

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@LongtailUX
#SEJeSummit
@annaleacrowe
And, this you today.

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@LongtailUX
#SEJeSummit
@annaleacrowe
The speed of
transformation in e-
commerce has been
savage in 2020.

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@LongtailUX
#SEJeSummit
@annaleacrowe
So, how do you
prioritize for SEO?

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@LongtailUX
#SEJeSummit
@annaleacrowe
2020
Roadmap
#1 Promotions
#2 Reviews
#3 HTTPS/SSL
#4 Help Center
#5 Content
#6 Site Search
#7 Other Search Engines
#8 Out of Stock Alternatives

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@LongtailUX
#SEJeSummit
@annaleacrowe
Show of hands 🙌,
have you changed
your SEO strategy in
2020?

58. #SEJeSummit
@LongtailUX
#SEJeSummit
@annaleacrowe
#1
Promotions
Promotions can draw in price-sensitive
consumers. The key is to run promotions based
on customer data — you want to identify your
exit points.
Action items
Create a promotion based on data and need in
the moment.
Target promotion-related keywords (promo
code, discount, sale, coupon) to attract new
types of search traffic.

59. #SEJeSummit
@LongtailUX
#SEJeSummit
@annaleacrowe
Use search behavior
Within a matter of 10 days of launching this campaign in March 2020, Supply went from
a year low to having one of their best weekend of sales since Black Friday.

60. #SEJeSummit
@LongtailUX
#SEJeSummit
@annaleacrowe
Use promos & discounts
BarkBox increased organic revenue by 35% and increased organic traffic by 359% by
creating a custom promotion on their website for influencers.

61. #SEJeSummit
@LongtailUX
#SEJeSummit
@annaleacrowe
#2
Reviews
One way to promote transparency and build trust
with your consumers is through reviews.
Trustworthy content protects your brand reputation
in the searchers perspective, and with your search
engine reputation.
Action items
Create an automated post-purchase email
campaign to request reviews for products.
Add review schema to each of your product
pages.

62. #SEJeSummit
@LongtailUX
#SEJeSummit
@annaleacrowe
Post-purchase email
A few days after you become a customer, the company sends you this email asking for a product
review.

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@LongtailUX
#SEJeSummit
@annaleacrowe
Post-purchase email
When you click the CTA button, you land on a page where you can submit the following form and
leave a review.

64. #SEJeSummit
@LongtailUX
#SEJeSummit
@annaleacrowe
Post-purchase email
Plus, they get richer and more meaningful product reviews, like this.

65. #SEJeSummit
@LongtailUX
#SEJeSummit
@annaleacrowe
Post-purchase email
And, utilize that for schema.
If you’re using Shopify, it should be built into your theme. If you’re unsure, use Google’s Structured Data Testing Tool.

66. #SEJeSummit
@LongtailUX
#SEJeSummit
@annaleacrowe
Post-purchase email
… and use it in their email marketing as social proof.

67. #SEJeSummit
@LongtailUX
#SEJeSummit
@annaleacrowe
#3
HTTPS/SSL
Another way to promote trust is through
HTTPS/SSL protection. It’s a way to show
search engines and consumers your website
is trustworthy.
Action items
Check that your website has HTTPS.
Check that your website has SSL.

68. #SEJeSummit
@LongtailUX
#SEJeSummit
@annaleacrowe
HTTPS/SSL

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@LongtailUX
#SEJeSummit
@annaleacrowe
#4
Help Center
Consumers are holding companies to a
higher standard now. On the searcher side,
people are more likely to spend longer in a
research phase before making a purchase
decision. This means there will be an
increase in engagement to your content.
Action item
Proactively share key messages related to
changes in your company.

70. #SEJeSummit
@LongtailUX
#SEJeSummit
@annaleacrowe
Update FAQ

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@LongtailUX
#SEJeSummit
@annaleacrowe
#5
Content
Again, consumers habits, searchers, and
behaviors are changing and adapting every
day. And, so does your blog content.
Action item
Adapt your blog content to match your
current environment.
Tailor your products and launches to the
current state.

72. #SEJeSummit
@LongtailUX
#SEJeSummit
@annaleacrowe
Update blog

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@LongtailUX
#SEJeSummit
@annaleacrowe
Release “exclusive” products

74. #SEJeSummit
@LongtailUX
#SEJeSummit
@annaleacrowe
#6
Site
search
It’s crucial for website owners to monitor site
search data for trends to understand how your
customers needs are shifting. Humans are
creatures of habit, but we are forced to develop
new interests and routines.
Action items
If you don’t have a site search, install one.
Review the data in Google Analytics.

75. #SEJeSummit
@LongtailUX
#SEJeSummit
@annaleacrowe
Autosuggest searches

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@LongtailUX
#SEJeSummit
@annaleacrowe
#7
Don’t forget
other search
engines
If you can’t beat em’ join em’. We know
Google is dominating the search results, but
so is Amazon and YouTube.
Action item
Optimize your Amazon product listings.
Create product videos for YouTube.

77. #SEJeSummit
@LongtailUX
#SEJeSummit
@annaleacrowe
Amazon SEO

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@LongtailUX
#SEJeSummit
@annaleacrowe
#8
Out of stock
alternatives
To combat delays in your supply chain and
retain SEO value of out-of-stock pages,
optimize these pages for user interaction.
Action item
Out of stock permanently = 301 redirect to
a similar product
Out of stock temporarily = update copy

79. #SEJeSummit
@LongtailUX
#SEJeSummit
@annaleacrowe
Out of Stock Alternatives

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@LongtailUX
#SEJeSummit
@annaleacrowe
Remember,
you need to
pivot your
onsite
experience to
match demand.

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@LongtailUX
#SEJeSummit
@annaleacrowe