Drive Traffic and Conversions: 3 Secrets Amazon Doesn't Want You To Know
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Wishing your ecommerce site had more organic traffic and higher conversion rates? Want to be a dominant player in your space? In this Search Engine Journal webinar, you'll learn how to swipe Amazon’s top three traffic and conversion strategies. DJ Sprague, CMO at Shopper Approved, will show you exactly how Amazon leverages the “UGC Trust Stack” to drive massive conversion rates while getting tons of organic traffic in the process. In this presentation, you’ll learn: - How to increase organic traffic up to 400% for product or service pages and get a conversion rate of up to 75%. - What the latest consumer research says about the power of product reviews and user-generated content. - Why Google loves the “UGC Trust Stack” and how they reward companies that use it.
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Drive Traffic and Conversions: 3 Secrets Amazon Doesn't Want You To Know
- 2. #SEJWebinar @ShopperApproved Role: CMO of Shopper Approved Expertise: IMC, Digital Marketing & Trust Branding Clients: 800 Flowers, NameCheap, Signs.com About DJ Sprague
- 3. #SEJWebinar @ShopperApproved ● Amazon has a traffic and conversion secret that you can use (we call it the Traffic & Conversion Stack) ● 91% of consumers surveyed prefer the Traffic & Conversion Stack ● Google is looking for it ● When applied, the Traffic & Conversion Stack has increased organic traffic 4x and conversion rate 9x Key Takeaways
- 4. #SEJWebinar @ShopperApproved We wanted to know how effective the Amazon Traffic & Conversion Stack was at driving trust and conversions
- 5. #SEJWebinar @ShopperApproved Product Ratings & Reviews Product Q&A Secure Transaction
- 6. #SEJWebinar @ShopperApproved And it’s not just Amazon that uses this proven strategy
- 7. #SEJWebinar @ShopperApproved Poll Question #1 If a product page has positive product reviews, a Q&A section that answers your product questions, and a secure transaction seal, are you more likely to buy?
- 8. #SEJWebinar @ShopperApproved National Survey ● July 2021 ● 600 US adults ● 45% male ● 55% female ● 95% confidence factor
- 9. #SEJWebinar @ShopperApproved Question: Take a look at these two similar product pages. Which one are you more likely to buy from? A B 88% said example A. Even though example A and B were randomized to avoid order bias.
- 10. #SEJWebinar @ShopperApproved We wanted to know if the Traffic & Conversion Stack was also effective at driving trust and conversions on a non-Amazon site
- 11. #SEJWebinar @ShopperApproved A B 91% said they were more likely to buy from example B. Even though example A and B were served in a randomized order.
- 12. #SEJWebinar @ShopperApproved We wanted to know how influential product ratings and reviews were in the buying decision
- 13. #SEJWebinar @ShopperApproved How much do product reviews influence your buying decision? 68% said product reviews have a ‘high’ or ‘very high’ influence on their buying decisions
- 14. #SEJWebinar @ShopperApproved How often do you read reviews when searching for a product online? 69% said most or all of the time
- 15. #SEJWebinar @ShopperApproved We wanted to know how effective Q&A was on the product page at driving trust and conversions
- 16. #SEJWebinar @ShopperApproved How important is having a Question and Answer (Q&A) Section on a product page when researching a product to buy? 94% said Moderately to Extremely Important 35.83% 34.17% 23.50% Extremely Important Very Important Moderately Important
- 17. #SEJWebinar @ShopperApproved If a product page has a Q&A section that answers your product questions, are you more likely to buy? 94% said ‘Yes’
- 18. #SEJWebinar @ShopperApproved We wanted to know how effective secure transaction signals were at driving trust and conversions
- 19. #SEJWebinar @ShopperApproved How important is having a 'Secure Transaction' link that shows that your information is safe when buying online? 83% said Very Important or Extremely Important 51% 32% Extremely Important Very Important
- 20. #SEJWebinar @ShopperApproved If a product page has a trusted 'Secure Transaction' link next to the 'Buy Now' button, are you more likely to buy? 88% said ‘Yes’
- 21. #SEJWebinar @ShopperApproved Poll Question #2 Do you typically click on the top 1 or 2 organic search results that best answer your product question?
- 22. #SEJWebinar @ShopperApproved We wanted to know how effective Q&A search results were at driving trust and clicks
- 23. #SEJWebinar @ShopperApproved If you asked a product question in Google, and the answer came up at the top of the search results, how likely are you to visit that website? 73% were Highly or Extremely Likely 35% 38% Extremely Likely Highly Likely
- 24. #SEJWebinar @ShopperApproved Would a website that answered your question and showed up at the top of the Google search results increase the perceived credibility of that website? 80% said ‘Yes’
- 25. #SEJWebinar @ShopperApproved We wanted to know how the Traffic & Conversion Stack aligned to the Google “Search Quality Evaluator Guidelines” These are the E-A-T Guidelines for the human website rankers to give each website a quality score
- 27. #SEJWebinar @ShopperApproved From the Google Ranker Guidelines Manual: “Reputation research is necessary for all websites you encounter. Use reputation research to find out what real users think about a website. Look for reviews… We consider a large number of positive user reviews as evidence of a positive reputation. When interpreting customer reviews, try to find as many as possible.”
- 28. #SEJWebinar @ShopperApproved “Invest in Security Security is a big deal for Google. In Google’s view, secure sites are more trustworthy. Your goal is to create the most trustworthy website possible — both Google and your website visitors will reward you for it.”
- 29. #SEJWebinar @ShopperApproved 1. Can I trust this seller? 2. Can I trust this product? 3. Is this a secure site? 3 critical trust questions both Google and shoppers have:
- 30. #SEJWebinar @ShopperApproved How You Can Create a Traffic & Conversion Stack
- 36. #SEJWebinar @ShopperApproved Beat Amazon! Imagine 1000s of long-tail, high purchase-intent, organic search results at the top of the organic search results… Above Amazon!
- 37. #SEJWebinar @ShopperApproved 400% Organic Traffic Growth to Q&A Landing Pages
- 38. #SEJWebinar @ShopperApproved With a ~75% Conversion Rate on Product Pages Where Shoppers Engaged with Q&A Bill Rowell, President
- 39. #SEJWebinar @ShopperApproved Amazon has proven the Traffic & Conversion Stack is best practice Key Takeaways 91% of consumers surveyed verified it We proved it can increase organic traffic 4x and conversion rate by 9x Shopper Approved is the only company that offers it
- 40. #SEJWebinar @ShopperApproved We’ve built a full-funnel Traffic & Conversion Stack that improves all your marketing KPIs.