From Search to Transaction: How to Master the Customer Experience

From Search to Transaction:
How to Master the Customer
Experience
The webinar will be
starting shortly.
4 June 2020

Participate in the polls.
SAMPLE

PETRA KIS-HERCZECH
Solutions Consultant
HAMISH BONES
Senior Business Development Manager
Thanks for joining us!

Agenda
❏ Why we’re here together
❏ Predictions on what the customer
experience might look like post-Covid
❏ What a holistic customer experience
looks like, from search to transaction.
❏ How SEO and on-site experience
teams’ work inﬂuences each other,
potential pitfalls to watch out for, and
how to leverage each other for a
better ROI.
❏ Actionable tips that will help you not
only earn more organic search trafﬁc,
but convert it too.

Render
Index
Convert
Crawl
Rank
SEO: Help search
engines discover and
index your important
content.
SEO: Help potential
customers ﬁnd and
click on your content.
Digital Experience:
Help those visitors
buy from you.
1
2
3
$
Why we’re joining forces

2019©ABTasty
The instant consumer is your biggest opportunity, but
rarely converts
23%
of pages are
‘active’
Sources:
2020©ABTasty
Lorem
ipsum
congue
Lorem
ipsum
Lorem
ipsum
c. 3%
avg. conversion rate
77% of
pages are
inactive
97% not
converting
*Based on Botify’s analysis of 6.2B Googlebot requests across
413M web pages June 2018 “How Does Google Crawl the Web?”

Predictions for
post-Covid-19
Online is here to last with users becoming even more
comfortable with online shopping, improved customer
experience will be more crucial than ever.
How can businesses prepare for
the change in user behaviour
and buying intent?
1
2
3
4
5
Promotions could see an increased interest as
people become more price sensitive.
Home Sweet Home is likely to gain popularity with
people working from home more or have less to
spend on going out.
Trust and Safety will become increasingly important
when users are more conscious of their buying
decisions.
Value and Social Responsibility could become a
stronger consideration in buying behaviour, after the
experience during COVID19.

Search: The Customer Experience Starts Here

of pages on the average website are not
getting any trafﬁc from search engines
Your website isn’t reaching its full potential
*Based on Botify’s analysis of 6.2B Googlebot requests across
413M web pages June 2018 “How Does Google Crawl the Web?”
23%
Active Pages
77%
Inactive Pages
77%
In fact…

ALL PAGES ON YOUR WEBSITE
100% Investment
51% Not Crawled
37% Non-Compliant
Only 23% Active
IN OTHER WORDS
Only 23% of your
website is working
towards driving
conversions from
search trafﬁc
How can this be true?

ALL PAGES ON YOUR WEBSITE
100% Investment
51% Not Crawled
37% Non-Compliant
Only 23% Active
It’s impossible to know this about your
site, and why, if you don’t have all your
data (crawls, log ﬁles, SERP
performance, website analytics) in a
single location, over time.
Do you have the data you need to make
important decisions?
How can this be true?

The SEO funnel + the customer experience
● large commercial retailer of
outdoor products and equipment,
travel accessories, outdoor decor,
and organic products for
children, among others
● 91 stores
● 1000 employees
● More than 200M€ per year in
revenue.

24
119%
Increase in organic
visits
367%
Increase in organic
visits to high value
product pages

25

SEOs: How many of you report on and/or are
held accountable to bottom-line KPIs like
conversion and revenue?
Poll
❏ Yes! I’m held accountable to conversion/revenue KPIs
❏ Sometimes, but they’re not my primary KPIs
❏ No. I’m not held accountable to conversion/revenue KPIs
❏ Not yet, but we’re looking to add those in the future

YOUR ANSWERS
SEOs: How many of you report on and/or are
held accountable to bottom-line KPIs like
conversion and revenue?
Poll

Why are SEOs talking about customers and
revenue?

SEO is a means to an end.
Optimising for
Crawl, Render,
Index, & Rank
Trafﬁc Purchases

How would you rate your current digital
optimisation (personalisation, testing, etc.)
efforts?
Poll
❏ Not currently optimising
❏ We’ve gotten started, but still have work to do
❏ We’re all over it

YOUR ANSWERS
How would you rate your current digital
optimisation (personalisation, testing, etc.)
efforts?
Poll

2019©ABTasty
So many challenges for digital today:
Why optimize the on-site experience?
Covid-19Sustainable
Retail
The
Marketplace
Brexit Digital
Clothing
2020©ABTasty

Consumers Expect Real-time,
Frictionless Experiences
In The “Attention Economy”,
Relevance Is Key
Consumers “Review” &
“Swipe”, Loyalty Is Dead
Personal Experiences
Everywhere, Every Time
2020©ABTasty

2019©ABTasty
Every little detail matters
to convert the instant
consumer and beat your
competition
AB Tasty
2020©ABTasty

2019©ABTasty
The instant consumer is your biggest opportunity, but
rarely converts
Marketing budgets
are 11.2% of
annual revenue
97%
of digital trafﬁc
does not convert
Digital acquisition
accounts for 25%
of this
~3% of that
trafﬁc
converts
Sources:
2020©ABTasty
AB Tasty

McKinsey Digital, 2019
“Personalization can reduce acquisition
costs by as much as 50%, lift
revenues by 5 - 15%, and increase
the efficiency of marketing spend
by 10 - 30%.”

2019©ABTasty
Driving revenue throughout the customer journey
Trafﬁc Acquisition
Landing
Evaluation
Transaction
Repeat
MisterAuto: +109% Revenue -
Personalising Landing Pages to
Adwords messaging...
Powerbuy: +21% Transactions with
Best Sellers Highlights on Mobile HP
Eurosport: +10% with Preferences-based Content
BestWestern: +20% with Image Matchmaker
L’Oreal (NYX): +100% with Social Proof
Sephora: +12% - MVT on the Shopping Cart Page
Oui.SNCF: +14% - Personalised Basket Page
Sephora: +16% - personalising the customer journey
displaying content tailored to Gold Customers

Progress Bar on Cart Page
A/B Test
Add a progress bar reﬂecting
remaining amount required to get
free shipping
Targeting
Cart page
Desktop only
+11%Clicks on
Continue Shopping
+10%
Transaction rate
+26%
Revenue

How many of you collaborate across SEO &
UX/Digital teams when it comes to testing
and sharing insights?
Poll
❏ Yes! We collaborate with SEO to understand the full customer experience
❏ Sometimes, when it comes to speciﬁc tests or SEO risks.
❏ No, we do not collaborate.
❏ Not yet, but we’re looking to work closer together in the future.

YOUR ANSWERS
How many of you collaborate across SEO &
UX/Digital teams when it comes to testing
and sharing insights?
Poll

How can we work better together?

Use top keywords to test on-page
content. What are your users interested
in?
SEO + Experimentation =
How to work together?
Test real searchers’ phrasing in your
messaging tests to see if it improves
conversions.
See how search queries changed over time
and what does that mean for user intent
coming to speciﬁc pages.
Use SEO keyword data to your advantage!

Engage early and often!
SEO + Experimentation =
How to work together?
Gain valuable insight about changes that
would be good/bad for performance in Google
Segment the top organic landing pages
and work with SEOs to improve conversion
on these.
Share results! Did a messaging change
produce 50% more conversions? They’ll likely
want to test including that in things like title
tags because it could improve CTR too.

Conduct split tests without jeopardizing SEO
Do not exclude Google’s bot from your A/B tests.
Do not display pages that are too different from one another to your users.
Do place a canonical attribute on the variant page and set the value to the
original page.
Do not block Google’s bots via your site’s robots.txt ﬁle with the Disallow
instruction - or by adding the noindex command on your alternate pages.
Do redirect visitors via a 302 or JavaScript redirection, both of which Google
interprets as temporary redirects.
Do put into production the changes that have been shown to be useful during
tests.

Only run the
experiment as
long as necessary.
Split testing with JavaScript overlays
Limit the number of
elements as to not
overhaul the page’s
structure or content.
Ensure overlays do not
delete or hide elements
that are important for
the page’s ranking.

Q&A -
1. How do I prevent Google from indexing my experiments? (canonical tags, 302
redirects, short testing timeframes, etc.)
2. When is testing/experimentation considered cloaking? (don’t block using user-agent)
3. How do you reconcile when an AB test has indicated something is better for
engagement/conversions, but when rolled out, it hurts rankings?
4. How do you recommend collaboration across functions/teams to stay successful but
not aﬀect BAU?
5. Do you have an example of removing pricing on category pages?
6. What are the most important considerations when it comes to optimising for Mobile?

From Search to Transaction: How to Master the Customer Experience

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