SlideShare ist ein Scribd-Unternehmen logo

Build Your O2O Funnel

•
•
SweetIQ
SweetIQ
Einzelhandel
1 von 24
Downloaden Sie, um offline zu lesen
Get more shoppers Build Your Online 2 Offline Funnel Driving Local ROI with O2O Conversions
The Story 5.0 Million Local businesses analyzed 312 Million Reviews analyzed 1.8 Billion Local listings analyzed monthly Our Story
Local Search = Intent 93% of retail purchases are still happening in-store 72% of mobile local searches lead to an in-store visit 4/5 consumers conduct local searches 54% Looking for of Operation 53% Getting Directions 50% looking for an address 45% looking for product availability 51% will make a purchase within 24 hours Build your O2O funnel Build your O2O funnel
Build Your Local O2O Funnel Build your O2O funnel Build your O2O funnel Build your O2O funnel Local Search Market Share Local Listings Presence Online Conversions Offline In-Store Conversions In-Store Sales T1 T2 T3 T4 T5 Local search impressions Pg 1 rank, accurate data, positive ratings & reviews Click-thru to: website, driving directions, phone calls, offers Store visits and calls Coupon and offer redemptions
Local O2O Funnel: Step 1 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel
Local O2O Funnel: Step 2 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel 3. Positive reviews 1. Page 1 SERP 2. Correct Data
Local O2O Funnel: Step 3 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel
Local O2O Funnel: Step 3 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel
Local O2O Funnel: Step 4 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel Google Report May 2014 Google Report May 2013
Local O2O Funnel: Step 5 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel Percentage of in-store visitors who buy Average order value
Get more shoppers The Bottom Line Calculating your O2O Funnel ROI
Remember the O2O Funnel Build your O2O funnel Build your O2O funnel Local Search Market Share Local Listings Presence Online Conversions Offline In-Store Conversions In-Store Sales T1 T2 T3 T4 T5 Local search impressions Pg 1 rank, accurate data, positive ratings & reviews Click-thru to: website, driving directions, phone calls, offers Store visits and calls Coupon and offer redemptions
Total Addressable Market Build your O2O funnel Build your O2O funnel TOTAL LOCAL SEARCH OPPORTUNITY Total brand searches (annual) Keyword category searches (annual) Total search opportunity Online conversion (directions/calls) @ 1% Online to in-store conversion rate @ 50% In-store visit to purchase rate @ 51%* Average order value @ $65 8.1 M 24 M 32.1 M 321 K 160.5 K 81.9 K $5.3 M T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
Current Market Share Build your O2O funnel Build your O2O funnel Total Search Opportunity (TSO): 32.1 M LOCAL SEARCH MARKET SHARE Current local visibility (58%) * TSO Listing Accuracy (65%) YOUR MARKET SHARE -13,5 M -4.7 M 13.9 M CURRENT POTENTIAL SALES Click thru rate (directions or call) @ 1% Online to in-store conversion rate @ 50% In-store visit to purchase rate @ 51%* Average order value @ $65 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales 139 K 69.5 K 35.4 K $2.3 M
Market Share Opportunities Build your O2O funnel Build your O2O funnel Your Market Share: 13.9M searches T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales GROW LOCAL SEARCH MARKET SHARE BY 25% Additional Market Share: Increase listings coverage & fix listing errors CURRENT POTENTIAL SALES Click thru rate (directions or call) @ 1% Online to in-store conversion rate @ 50% In-store visit to purchase rate @ 51%* Average order value @ $65 3.5 M 35 K 17.5K 8.9 K $580.1 K
Listing Presence Build your O2O funnel Build your O2O funnel Tools: •  RioSEO •  SweetIQ •  Vendasta •  WhiteSpark •  Yext T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
Measuring Performance Build your O2O funnel Build your O2O funnel T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
Measuring Performance Build your O2O funnel Build your O2O funnel 17,567 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
Modeling offline conversions Build your O2O funnel Build your O2O funnel Online Conversions Offline in- Store Visit rate In-Store Sales conversion rate Average order value Calls 11% 50% – 71% 10% - 90% Depends Driving directions 6% Website clicks 2% T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
Measuring O2O ROI Build your O2O funnel Build your O2O funnel T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales (Σ calls × in-store visit rate) + (Σ directions × in-store visit rate) × In-store conversion rate (purchases) × Average order value = Attributable in-store sales
Your O2O funnel: retail Local Search Impressions Local Listing Views Online Conversions Offline In-Store Conversions (visits) 273K 10.7% 60% 25% 101.1 M 10.8 M 1.9 M 1.1 M $13.6 M 17.6% 2.5% AOR: $50
Your O2O funnel: restaurant Local Search Impressions Local Listing Views Online Conversions Offline In-Store Conversions (visits) 215K 24.7% 70% 85% 13.1 M 3.2 M 362 K 253 K $6.5 M 11.2% 6.7% AOR: $30
Your O2O funnel: medical Local Search Impressions Local Listing Views Online Conversions Offline In-Store Conversions (visits) 1.1K 30% 60% 20% 1.1 M 306K 9.4K 5.7K $565.5 K 3.1% 0.3% AOR: $500
Get more shoppers Michael Mire Co-Founder & CRO @MichaelMire1 | Michael@sweetiq.com

Empfohlen

Digital Marketing Plan Template
Digital Marketing Plan TemplateDigital Marketing Plan Template
Digital Marketing Plan TemplateC.Y Wong
 
Digital Marketing Plan
Digital Marketing PlanDigital Marketing Plan
Digital Marketing PlanAshley Egan
 
Creating a digital marketing strategy
Creating a digital marketing strategyCreating a digital marketing strategy
Creating a digital marketing strategyInvest Northern Ireland
 
Social media strategy
Social media strategy Social media strategy
Social media strategy SalmaTarekaboamra
 
Digital Marketing Plan Slides
Digital Marketing Plan SlidesDigital Marketing Plan Slides
Digital Marketing Plan SlidesPhilip Oakley
 
Lead Generation Campaign
Lead Generation CampaignLead Generation Campaign
Lead Generation Campaignthbanna
 
How to Succeed Across Channels with Omnichannel Marketing
How to Succeed Across Channels with Omnichannel MarketingHow to Succeed Across Channels with Omnichannel Marketing
How to Succeed Across Channels with Omnichannel MarketingTinuiti
 
Digital Marketing Trends for 2023
Digital Marketing Trends for 2023Digital Marketing Trends for 2023
Digital Marketing Trends for 2023Vbout.com
 

Empfohlen

Digital Marketing Plan Template
Digital Marketing Plan TemplateDigital Marketing Plan Template
Digital Marketing Plan TemplateC.Y Wong
 
Digital Marketing Plan
Digital Marketing PlanDigital Marketing Plan
Digital Marketing PlanAshley Egan
 
Creating a digital marketing strategy
Creating a digital marketing strategyCreating a digital marketing strategy
Creating a digital marketing strategyInvest Northern Ireland
 
Social media strategy
Social media strategy Social media strategy
Social media strategy SalmaTarekaboamra
 
Digital Marketing Plan Slides
Digital Marketing Plan SlidesDigital Marketing Plan Slides
Digital Marketing Plan SlidesPhilip Oakley
 
Lead Generation Campaign
Lead Generation CampaignLead Generation Campaign
Lead Generation Campaignthbanna
 
How to Succeed Across Channels with Omnichannel Marketing
How to Succeed Across Channels with Omnichannel MarketingHow to Succeed Across Channels with Omnichannel Marketing
How to Succeed Across Channels with Omnichannel MarketingTinuiti
 
Digital Marketing Trends for 2023
Digital Marketing Trends for 2023Digital Marketing Trends for 2023
Digital Marketing Trends for 2023Vbout.com
 
Social Media Content Strategy
Social Media Content StrategySocial Media Content Strategy
Social Media Content StrategyMelanie Goodman Daniels
 
Real Estate Digital Marketing Pitch Deck
Real Estate Digital Marketing Pitch DeckReal Estate Digital Marketing Pitch Deck
Real Estate Digital Marketing Pitch DeckSayan Dasgupta
 
Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai Knowcrunch
 
Email Marketing Presetation
Email Marketing PresetationEmail Marketing Presetation
Email Marketing PresetationDavid Caruso
 
Marketing Report
Marketing ReportMarketing Report
Marketing ReportSlidenuts
 
Social Media Marketing Plan Sample
Social Media Marketing Plan SampleSocial Media Marketing Plan Sample
Social Media Marketing Plan SampleCristina Munoz
 
Digital Marketing Plan Template
Digital Marketing Plan TemplateDigital Marketing Plan Template
Digital Marketing Plan TemplateTruong Bang - Mr.
 
Digital Marketing Techniques Powerpoint Presentation Slides
Digital Marketing Techniques Powerpoint Presentation SlidesDigital Marketing Techniques Powerpoint Presentation Slides
Digital Marketing Techniques Powerpoint Presentation SlidesSlideTeam
 
Influencer strategy presentation
Influencer strategy presentationInfluencer strategy presentation
Influencer strategy presentationCorkscrew Startup School
 
Ogilvy_SL_SOCIAL MEDIA TRENDS 2023.pdf
Ogilvy_SL_SOCIAL MEDIA TRENDS 2023.pdfOgilvy_SL_SOCIAL MEDIA TRENDS 2023.pdf
Ogilvy_SL_SOCIAL MEDIA TRENDS 2023.pdfMishellie
 
The Data-Driven Go-to-Market
The Data-Driven Go-to-MarketThe Data-Driven Go-to-Market
The Data-Driven Go-to-MarketDemandbase
 
Social media strategy
Social media strategySocial media strategy
Social media strategyPalm Beach North Chamber of Commerce
 
Social Media, Digital, Content Marketing: B2B Office Furniture Dealers
Social Media, Digital, Content Marketing: B2B Office Furniture DealersSocial Media, Digital, Content Marketing: B2B Office Furniture Dealers
Social Media, Digital, Content Marketing: B2B Office Furniture DealersSarah Van Elzen
 
Digital Marketing Trends and Must-Have Solutions for 2023
Digital Marketing Trends and Must-Have Solutions for 2023 Digital Marketing Trends and Must-Have Solutions for 2023
Digital Marketing Trends and Must-Have Solutions for 2023 Milestone Inc
 
Digital Marketing Trends 2023- Shereen Badr
Digital Marketing Trends 2023- Shereen BadrDigital Marketing Trends 2023- Shereen Badr
Digital Marketing Trends 2023- Shereen BadrShereen Badr
 
social media marketing strategies for 2022
social media marketing strategies for 2022social media marketing strategies for 2022
social media marketing strategies for 2022Abdulla Shareef Sheikh
 
Go to market planning
Go to market planningGo to market planning
Go to market planningMike McCormac
 
Digital Marketing Proposal by Gdata
Digital Marketing Proposal by GdataDigital Marketing Proposal by Gdata
Digital Marketing Proposal by GdataSourabh Apage
 
Startup go to market strategy
Startup go to market strategyStartup go to market strategy
Startup go to market strategyAnders Hermansson
 
EMAIL MARKETING TRENDS
EMAIL MARKETING TRENDS EMAIL MARKETING TRENDS
EMAIL MARKETING TRENDS GabrielBlanchet3
 
Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...
Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...
Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...michaelmire1
 
Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...
Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...
Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...SweetIQ
 

Weitere ähnliche Inhalte

Was ist angesagt?

Real Estate Digital Marketing Pitch Deck
Real Estate Digital Marketing Pitch DeckReal Estate Digital Marketing Pitch Deck
Real Estate Digital Marketing Pitch DeckSayan Dasgupta
 
Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai Knowcrunch
 
Email Marketing Presetation
Email Marketing PresetationEmail Marketing Presetation
Email Marketing PresetationDavid Caruso
 
Marketing Report
Marketing ReportMarketing Report
Marketing ReportSlidenuts
 
Social Media Marketing Plan Sample
Social Media Marketing Plan SampleSocial Media Marketing Plan Sample
Social Media Marketing Plan SampleCristina Munoz
 
Digital Marketing Plan Template
Digital Marketing Plan TemplateDigital Marketing Plan Template
Digital Marketing Plan TemplateTruong Bang - Mr.
 
Digital Marketing Techniques Powerpoint Presentation Slides
Digital Marketing Techniques Powerpoint Presentation SlidesDigital Marketing Techniques Powerpoint Presentation Slides
Digital Marketing Techniques Powerpoint Presentation SlidesSlideTeam
 
Ogilvy_SL_SOCIAL MEDIA TRENDS 2023.pdf
Ogilvy_SL_SOCIAL MEDIA TRENDS 2023.pdfOgilvy_SL_SOCIAL MEDIA TRENDS 2023.pdf
Ogilvy_SL_SOCIAL MEDIA TRENDS 2023.pdfMishellie
 
The Data-Driven Go-to-Market
The Data-Driven Go-to-MarketThe Data-Driven Go-to-Market
The Data-Driven Go-to-MarketDemandbase
 
Social Media, Digital, Content Marketing: B2B Office Furniture Dealers
Social Media, Digital, Content Marketing: B2B Office Furniture DealersSocial Media, Digital, Content Marketing: B2B Office Furniture Dealers
Social Media, Digital, Content Marketing: B2B Office Furniture DealersSarah Van Elzen
 
Digital Marketing Trends and Must-Have Solutions for 2023
Digital Marketing Trends and Must-Have Solutions for 2023 Digital Marketing Trends and Must-Have Solutions for 2023
Digital Marketing Trends and Must-Have Solutions for 2023 Milestone Inc
 
Digital Marketing Trends 2023- Shereen Badr
Digital Marketing Trends 2023- Shereen BadrDigital Marketing Trends 2023- Shereen Badr
Digital Marketing Trends 2023- Shereen BadrShereen Badr
 
social media marketing strategies for 2022
social media marketing strategies for 2022social media marketing strategies for 2022
social media marketing strategies for 2022Abdulla Shareef Sheikh
 
Go to market planning
Go to market planningGo to market planning
Go to market planningMike McCormac
 
Digital Marketing Proposal by Gdata
Digital Marketing Proposal by GdataDigital Marketing Proposal by Gdata
Digital Marketing Proposal by GdataSourabh Apage
 
Startup go to market strategy
Startup go to market strategyStartup go to market strategy
Startup go to market strategyAnders Hermansson
 

Was ist angesagt? (20)

Social Media Content Strategy
Social Media Content StrategySocial Media Content Strategy
Social Media Content Strategy
 
Real Estate Digital Marketing Pitch Deck
Real Estate Digital Marketing Pitch DeckReal Estate Digital Marketing Pitch Deck
Real Estate Digital Marketing Pitch Deck
 
Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai
 
Email Marketing Presetation
Email Marketing PresetationEmail Marketing Presetation
Email Marketing Presetation
 
Marketing Report
Marketing ReportMarketing Report
Marketing Report
 
Social Media Marketing Plan Sample
Social Media Marketing Plan SampleSocial Media Marketing Plan Sample
Social Media Marketing Plan Sample
 
Digital Marketing Plan Template
Digital Marketing Plan TemplateDigital Marketing Plan Template
Digital Marketing Plan Template
 
Digital Marketing Techniques Powerpoint Presentation Slides
Digital Marketing Techniques Powerpoint Presentation SlidesDigital Marketing Techniques Powerpoint Presentation Slides
Digital Marketing Techniques Powerpoint Presentation Slides
 
Influencer strategy presentation
Influencer strategy presentationInfluencer strategy presentation
Influencer strategy presentation
 
Ogilvy_SL_SOCIAL MEDIA TRENDS 2023.pdf
Ogilvy_SL_SOCIAL MEDIA TRENDS 2023.pdfOgilvy_SL_SOCIAL MEDIA TRENDS 2023.pdf
Ogilvy_SL_SOCIAL MEDIA TRENDS 2023.pdf
 
The Data-Driven Go-to-Market
The Data-Driven Go-to-MarketThe Data-Driven Go-to-Market
The Data-Driven Go-to-Market
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
 
Social Media, Digital, Content Marketing: B2B Office Furniture Dealers
Social Media, Digital, Content Marketing: B2B Office Furniture DealersSocial Media, Digital, Content Marketing: B2B Office Furniture Dealers
Social Media, Digital, Content Marketing: B2B Office Furniture Dealers
 
Digital Marketing Trends and Must-Have Solutions for 2023
Digital Marketing Trends and Must-Have Solutions for 2023 Digital Marketing Trends and Must-Have Solutions for 2023
Digital Marketing Trends and Must-Have Solutions for 2023
 
Digital Marketing Trends 2023- Shereen Badr
Digital Marketing Trends 2023- Shereen BadrDigital Marketing Trends 2023- Shereen Badr
Digital Marketing Trends 2023- Shereen Badr
 
social media marketing strategies for 2022
social media marketing strategies for 2022social media marketing strategies for 2022
social media marketing strategies for 2022
 
Go to market planning
Go to market planningGo to market planning
Go to market planning
 
Digital Marketing Proposal by Gdata
Digital Marketing Proposal by GdataDigital Marketing Proposal by Gdata
Digital Marketing Proposal by Gdata
 
Startup go to market strategy
Startup go to market strategyStartup go to market strategy
Startup go to market strategy
 
EMAIL MARKETING TRENDS
EMAIL MARKETING TRENDS EMAIL MARKETING TRENDS
EMAIL MARKETING TRENDS
 

Ähnlich wie Build Your O2O Funnel

Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...
Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...
Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...michaelmire1
 
Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...
Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...
Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...SweetIQ
 
The Digital Marketing Trifecta
The Digital Marketing TrifectaThe Digital Marketing Trifecta
The Digital Marketing TrifectaBeth McEnery
 
Unnecessarily Naked: The Digital Marketer’s New Clothes - Kenshoo and Invoca ...
Unnecessarily Naked: The Digital Marketer’s New Clothes - Kenshoo and Invoca ...Unnecessarily Naked: The Digital Marketer’s New Clothes - Kenshoo and Invoca ...
Unnecessarily Naked: The Digital Marketer’s New Clothes - Kenshoo and Invoca ...Kenshoo
 
Unnecessarily Naked: The Digital Marketer's New Clothes
Unnecessarily Naked: The Digital Marketer's New ClothesUnnecessarily Naked: The Digital Marketer's New Clothes
Unnecessarily Naked: The Digital Marketer's New ClothesInvoca
 
Understanding What's Working (Closely, Where2GetIt)
Understanding What's Working (Closely, Where2GetIt)Understanding What's Working (Closely, Where2GetIt)
Understanding What's Working (Closely, Where2GetIt)Localogy
 
SES NY 2013 | Seth Besmertnik: "SEO in the Boardroom: Tangible Search Metrics"
SES NY 2013 | Seth Besmertnik: "SEO in the Boardroom: Tangible Search Metrics"SES NY 2013 | Seth Besmertnik: "SEO in the Boardroom: Tangible Search Metrics"
SES NY 2013 | Seth Besmertnik: "SEO in the Boardroom: Tangible Search Metrics"Conductor
 
Nimbata at Open Coffee Athens XCI
Nimbata at Open Coffee Athens XCINimbata at Open Coffee Athens XCI
Nimbata at Open Coffee Athens XCIOpen Coffee Greece
 
The Future of Paid Search
The Future of Paid SearchThe Future of Paid Search
The Future of Paid SearchTinuiti
 
LSA17: State of the Art - Offline Attribution Tactics and Techniques (SweetIQ...
LSA17: State of the Art - Offline Attribution Tactics and Techniques (SweetIQ...LSA17: State of the Art - Offline Attribution Tactics and Techniques (SweetIQ...
LSA17: State of the Art - Offline Attribution Tactics and Techniques (SweetIQ...Localogy
 
K^2 Presentation: Kenshoo Product Innovation
K^2 Presentation: Kenshoo Product InnovationK^2 Presentation: Kenshoo Product Innovation
K^2 Presentation: Kenshoo Product InnovationKenshoo
 
taking_your_analytics_data_beyon-davide_leigh.ppt
taking_your_analytics_data_beyon-davide_leigh.ppttaking_your_analytics_data_beyon-davide_leigh.ppt
taking_your_analytics_data_beyon-davide_leigh.pptzachbrowne
 
Thefutureofretail 141207175051-conversion-gate02
Thefutureofretail 141207175051-conversion-gate02Thefutureofretail 141207175051-conversion-gate02
Thefutureofretail 141207175051-conversion-gate02JOHAN BROODCOORENS
 
Why Call Tracking is a Must-Have Tool for Marketing in 2020
Why Call Tracking is a Must-Have Tool for Marketing in 2020Why Call Tracking is a Must-Have Tool for Marketing in 2020
Why Call Tracking is a Must-Have Tool for Marketing in 2020iovox
 
Connect the Likes: Tracking Visits to Improve Facebook Ads Performance
Connect the Likes: Tracking Visits to Improve Facebook Ads PerformanceConnect the Likes: Tracking Visits to Improve Facebook Ads Performance
Connect the Likes: Tracking Visits to Improve Facebook Ads PerformanceHanapin Marketing
 
Search Engine Marketing Overview BMA Aug 2013 Holladay
Search Engine Marketing Overview BMA Aug 2013 Holladay Search Engine Marketing Overview BMA Aug 2013 Holladay
Search Engine Marketing Overview BMA Aug 2013 Holladay Erik Holladay
 
Offline Converstion = Local Search ROI
Offline Converstion = Local Search ROIOffline Converstion = Local Search ROI
Offline Converstion = Local Search ROISweetIQ
 
By 2020, one million B2B sales jobs will be eliminated.
By 2020, one million B2B sales jobs will be eliminated.By 2020, one million B2B sales jobs will be eliminated.
By 2020, one million B2B sales jobs will be eliminated.Ambassify
 

Ähnlich wie Build Your O2O Funnel (20)

Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...
Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...
Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...
 
Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...
Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...
Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic...
 
The Digital Marketing Trifecta
The Digital Marketing TrifectaThe Digital Marketing Trifecta
The Digital Marketing Trifecta
 
Unnecessarily Naked: The Digital Marketer’s New Clothes - Kenshoo and Invoca ...
Unnecessarily Naked: The Digital Marketer’s New Clothes - Kenshoo and Invoca ...Unnecessarily Naked: The Digital Marketer’s New Clothes - Kenshoo and Invoca ...
Unnecessarily Naked: The Digital Marketer’s New Clothes - Kenshoo and Invoca ...
 
Unnecessarily Naked: The Digital Marketer's New Clothes
Unnecessarily Naked: The Digital Marketer's New ClothesUnnecessarily Naked: The Digital Marketer's New Clothes
Unnecessarily Naked: The Digital Marketer's New Clothes
 
Understanding What's Working (Closely, Where2GetIt)
Understanding What's Working (Closely, Where2GetIt)Understanding What's Working (Closely, Where2GetIt)
Understanding What's Working (Closely, Where2GetIt)
 
The Increasing Value of a Website Session - Greg Landon, Leadoo
The Increasing Value of a Website Session - Greg Landon, LeadooThe Increasing Value of a Website Session - Greg Landon, Leadoo
The Increasing Value of a Website Session - Greg Landon, Leadoo
 
SES NY 2013 | Seth Besmertnik: "SEO in the Boardroom: Tangible Search Metrics"
SES NY 2013 | Seth Besmertnik: "SEO in the Boardroom: Tangible Search Metrics"SES NY 2013 | Seth Besmertnik: "SEO in the Boardroom: Tangible Search Metrics"
SES NY 2013 | Seth Besmertnik: "SEO in the Boardroom: Tangible Search Metrics"
 
Nimbata at Open Coffee Athens XCI
Nimbata at Open Coffee Athens XCINimbata at Open Coffee Athens XCI
Nimbata at Open Coffee Athens XCI
 
The Future of Paid Search
The Future of Paid SearchThe Future of Paid Search
The Future of Paid Search
 
Tying Offline and Online Worlds Together
Tying Offline and Online Worlds TogetherTying Offline and Online Worlds Together
Tying Offline and Online Worlds Together
 
LSA17: State of the Art - Offline Attribution Tactics and Techniques (SweetIQ...
LSA17: State of the Art - Offline Attribution Tactics and Techniques (SweetIQ...LSA17: State of the Art - Offline Attribution Tactics and Techniques (SweetIQ...
LSA17: State of the Art - Offline Attribution Tactics and Techniques (SweetIQ...
 
K^2 Presentation: Kenshoo Product Innovation
K^2 Presentation: Kenshoo Product InnovationK^2 Presentation: Kenshoo Product Innovation
K^2 Presentation: Kenshoo Product Innovation
 
taking_your_analytics_data_beyon-davide_leigh.ppt
taking_your_analytics_data_beyon-davide_leigh.ppttaking_your_analytics_data_beyon-davide_leigh.ppt
taking_your_analytics_data_beyon-davide_leigh.ppt
 
Thefutureofretail 141207175051-conversion-gate02
Thefutureofretail 141207175051-conversion-gate02Thefutureofretail 141207175051-conversion-gate02
Thefutureofretail 141207175051-conversion-gate02
 
Why Call Tracking is a Must-Have Tool for Marketing in 2020
Why Call Tracking is a Must-Have Tool for Marketing in 2020Why Call Tracking is a Must-Have Tool for Marketing in 2020
Why Call Tracking is a Must-Have Tool for Marketing in 2020
 
Connect the Likes: Tracking Visits to Improve Facebook Ads Performance
Connect the Likes: Tracking Visits to Improve Facebook Ads PerformanceConnect the Likes: Tracking Visits to Improve Facebook Ads Performance
Connect the Likes: Tracking Visits to Improve Facebook Ads Performance
 
Search Engine Marketing Overview BMA Aug 2013 Holladay
Search Engine Marketing Overview BMA Aug 2013 Holladay Search Engine Marketing Overview BMA Aug 2013 Holladay
Search Engine Marketing Overview BMA Aug 2013 Holladay
 
Offline Converstion = Local Search ROI
Offline Converstion = Local Search ROIOffline Converstion = Local Search ROI
Offline Converstion = Local Search ROI
 
By 2020, one million B2B sales jobs will be eliminated.
By 2020, one million B2B sales jobs will be eliminated.By 2020, one million B2B sales jobs will be eliminated.
By 2020, one million B2B sales jobs will be eliminated.
 

Kürzlich hochgeladen

Mira Road Comfortable Call Girls -07506202331-Terbhi Genuine Call Girl
Mira Road Comfortable Call Girls -07506202331-Terbhi Genuine Call GirlMira Road Comfortable Call Girls -07506202331-Terbhi Genuine Call Girl
Mira Road Comfortable Call Girls -07506202331-Terbhi Genuine Call GirlPriya Reddy
 
Supermarket Floral Ad Roundup- Week 19 2024.pdf
Supermarket Floral Ad Roundup- Week 19 2024.pdfSupermarket Floral Ad Roundup- Week 19 2024.pdf
Supermarket Floral Ad Roundup- Week 19 2024.pdfKarliNelson4
 
Digital Business Strategy - How Food Brands Compete Through Technology
Digital Business Strategy - How Food Brands Compete Through TechnologyDigital Business Strategy - How Food Brands Compete Through Technology
Digital Business Strategy - How Food Brands Compete Through TechnologyJoanne Cabaero
 
Don’t Get Showroomed- Are you frustrated with showrooming?
Don’t Get Showroomed- Are you frustrated with showrooming?Don’t Get Showroomed- Are you frustrated with showrooming?
Don’t Get Showroomed- Are you frustrated with showrooming?Jasper Colin
 
Hifi Agartala Escorts Service Girl ^ 9332606886, WhatsApp Anytime Agartala
Hifi Agartala Escorts Service Girl ^ 9332606886, WhatsApp Anytime AgartalaHifi Agartala Escorts Service Girl ^ 9332606886, WhatsApp Anytime Agartala
Hifi Agartala Escorts Service Girl ^ 9332606886, WhatsApp Anytime Agartalameghakumariji156
 
Transform Your Outdoor Space: Landscaping with Plants in Singapore
Transform Your Outdoor Space: Landscaping with Plants in SingaporeTransform Your Outdoor Space: Landscaping with Plants in Singapore
Transform Your Outdoor Space: Landscaping with Plants in SingaporeThe Green Corner
 
5CL-ADBA,5cladba, the best supplier in China
5CL-ADBA,5cladba, the best supplier in China5CL-ADBA,5cladba, the best supplier in China
5CL-ADBA,5cladba, the best supplier in Chinaamy56318795
 
The 2024 Prime Day Panel: From Preparation to Profit
The 2024 Prime Day Panel: From Preparation to ProfitThe 2024 Prime Day Panel: From Preparation to Profit
The 2024 Prime Day Panel: From Preparation to ProfitTinuiti
 
FAQ Settings-ZenBasket Your Ecommerce Solution
FAQ Settings-ZenBasket Your Ecommerce SolutionFAQ Settings-ZenBasket Your Ecommerce Solution
FAQ Settings-ZenBasket Your Ecommerce SolutionDeborahnich
 

Kürzlich hochgeladen (9)

Mira Road Comfortable Call Girls -07506202331-Terbhi Genuine Call Girl
Mira Road Comfortable Call Girls -07506202331-Terbhi Genuine Call GirlMira Road Comfortable Call Girls -07506202331-Terbhi Genuine Call Girl
Mira Road Comfortable Call Girls -07506202331-Terbhi Genuine Call Girl
 
Supermarket Floral Ad Roundup- Week 19 2024.pdf
Supermarket Floral Ad Roundup- Week 19 2024.pdfSupermarket Floral Ad Roundup- Week 19 2024.pdf
Supermarket Floral Ad Roundup- Week 19 2024.pdf
 
Digital Business Strategy - How Food Brands Compete Through Technology
Digital Business Strategy - How Food Brands Compete Through TechnologyDigital Business Strategy - How Food Brands Compete Through Technology
Digital Business Strategy - How Food Brands Compete Through Technology
 
Don’t Get Showroomed- Are you frustrated with showrooming?
Don’t Get Showroomed- Are you frustrated with showrooming?Don’t Get Showroomed- Are you frustrated with showrooming?
Don’t Get Showroomed- Are you frustrated with showrooming?
 
Hifi Agartala Escorts Service Girl ^ 9332606886, WhatsApp Anytime Agartala
Hifi Agartala Escorts Service Girl ^ 9332606886, WhatsApp Anytime AgartalaHifi Agartala Escorts Service Girl ^ 9332606886, WhatsApp Anytime Agartala
Hifi Agartala Escorts Service Girl ^ 9332606886, WhatsApp Anytime Agartala
 
Transform Your Outdoor Space: Landscaping with Plants in Singapore
Transform Your Outdoor Space: Landscaping with Plants in SingaporeTransform Your Outdoor Space: Landscaping with Plants in Singapore
Transform Your Outdoor Space: Landscaping with Plants in Singapore
 
5CL-ADBA,5cladba, the best supplier in China
5CL-ADBA,5cladba, the best supplier in China5CL-ADBA,5cladba, the best supplier in China
5CL-ADBA,5cladba, the best supplier in China
 
The 2024 Prime Day Panel: From Preparation to Profit
The 2024 Prime Day Panel: From Preparation to ProfitThe 2024 Prime Day Panel: From Preparation to Profit
The 2024 Prime Day Panel: From Preparation to Profit
 
FAQ Settings-ZenBasket Your Ecommerce Solution
FAQ Settings-ZenBasket Your Ecommerce SolutionFAQ Settings-ZenBasket Your Ecommerce Solution
FAQ Settings-ZenBasket Your Ecommerce Solution
 

Build Your O2O Funnel

  • 1. Get more shoppers Build Your Online 2 Offline Funnel Driving Local ROI with O2O Conversions
  • 2. The Story 5.0 Million Local businesses analyzed 312 Million Reviews analyzed 1.8 Billion Local listings analyzed monthly Our Story
  • 3. Local Search = Intent 93% of retail purchases are still happening in-store 72% of mobile local searches lead to an in-store visit 4/5 consumers conduct local searches 54% Looking for of Operation 53% Getting Directions 50% looking for an address 45% looking for product availability 51% will make a purchase within 24 hours Build your O2O funnel Build your O2O funnel
  • 4. Build Your Local O2O Funnel Build your O2O funnel Build your O2O funnel Build your O2O funnel Local Search Market Share Local Listings Presence Online Conversions Offline In-Store Conversions In-Store Sales T1 T2 T3 T4 T5 Local search impressions Pg 1 rank, accurate data, positive ratings & reviews Click-thru to: website, driving directions, phone calls, offers Store visits and calls Coupon and offer redemptions
  • 5. Local O2O Funnel: Step 1 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel
  • 6. Local O2O Funnel: Step 2 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel 3. Positive reviews 1. Page 1 SERP 2. Correct Data
  • 7. Local O2O Funnel: Step 3 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel
  • 8. Local O2O Funnel: Step 3 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel
  • 9. Local O2O Funnel: Step 4 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel Google Report May 2014 Google Report May 2013
  • 10. Local O2O Funnel: Step 5 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales Build your O2O funnel Build your O2O funnel Percentage of in-store visitors who buy Average order value
  • 11. Get more shoppers The Bottom Line Calculating your O2O Funnel ROI
  • 12. Remember the O2O Funnel Build your O2O funnel Build your O2O funnel Local Search Market Share Local Listings Presence Online Conversions Offline In-Store Conversions In-Store Sales T1 T2 T3 T4 T5 Local search impressions Pg 1 rank, accurate data, positive ratings & reviews Click-thru to: website, driving directions, phone calls, offers Store visits and calls Coupon and offer redemptions
  • 13. Total Addressable Market Build your O2O funnel Build your O2O funnel TOTAL LOCAL SEARCH OPPORTUNITY Total brand searches (annual) Keyword category searches (annual) Total search opportunity Online conversion (directions/calls) @ 1% Online to in-store conversion rate @ 50% In-store visit to purchase rate @ 51%* Average order value @ $65 8.1 M 24 M 32.1 M 321 K 160.5 K 81.9 K $5.3 M T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
  • 14. Current Market Share Build your O2O funnel Build your O2O funnel Total Search Opportunity (TSO): 32.1 M LOCAL SEARCH MARKET SHARE Current local visibility (58%) * TSO Listing Accuracy (65%) YOUR MARKET SHARE -13,5 M -4.7 M 13.9 M CURRENT POTENTIAL SALES Click thru rate (directions or call) @ 1% Online to in-store conversion rate @ 50% In-store visit to purchase rate @ 51%* Average order value @ $65 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales 139 K 69.5 K 35.4 K $2.3 M
  • 15. Market Share Opportunities Build your O2O funnel Build your O2O funnel Your Market Share: 13.9M searches T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales GROW LOCAL SEARCH MARKET SHARE BY 25% Additional Market Share: Increase listings coverage & fix listing errors CURRENT POTENTIAL SALES Click thru rate (directions or call) @ 1% Online to in-store conversion rate @ 50% In-store visit to purchase rate @ 51%* Average order value @ $65 3.5 M 35 K 17.5K 8.9 K $580.1 K
  • 16. Listing Presence Build your O2O funnel Build your O2O funnel Tools: •  RioSEO •  SweetIQ •  Vendasta •  WhiteSpark •  Yext T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
  • 17. Measuring Performance Build your O2O funnel Build your O2O funnel T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
  • 18. Measuring Performance Build your O2O funnel Build your O2O funnel 17,567 T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
  • 19. Modeling offline conversions Build your O2O funnel Build your O2O funnel Online Conversions Offline in- Store Visit rate In-Store Sales conversion rate Average order value Calls 11% 50% – 71% 10% - 90% Depends Driving directions 6% Website clicks 2% T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales
  • 20. Measuring O2O ROI Build your O2O funnel Build your O2O funnel T1: Local Search Market Share T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales (Σ calls × in-store visit rate) + (Σ directions × in-store visit rate) × In-store conversion rate (purchases) × Average order value = Attributable in-store sales
  • 21. Your O2O funnel: retail Local Search Impressions Local Listing Views Online Conversions Offline In-Store Conversions (visits) 273K 10.7% 60% 25% 101.1 M 10.8 M 1.9 M 1.1 M $13.6 M 17.6% 2.5% AOR: $50
  • 22. Your O2O funnel: restaurant Local Search Impressions Local Listing Views Online Conversions Offline In-Store Conversions (visits) 215K 24.7% 70% 85% 13.1 M 3.2 M 362 K 253 K $6.5 M 11.2% 6.7% AOR: $30
  • 23. Your O2O funnel: medical Local Search Impressions Local Listing Views Online Conversions Offline In-Store Conversions (visits) 1.1K 30% 60% 20% 1.1 M 306K 9.4K 5.7K $565.5 K 3.1% 0.3% AOR: $500
  • 24. Get more shoppers Michael Mire Co-Founder & CRO @MichaelMire1 | Michael@sweetiq.com