Amazon captured 25% of all online retail traffic over the past year, and together with eBay that number goes up to just over a third. As we wrote recently about tougher times in the high street retailing – navigating a successful path online has never been more important.
For brands to uncover that path, they need the knowledge of how they’re performing on retailers’ sites. Whilst most of this information is tightly held by retailers, there are tools to prize these insights away. Let’s look at an example from the Hitwise’s webinar, Uncovering the Retailer Black Box.
Firstly, understand how your brand stacks up against the competition.
Many brands do not have access to the millions of bytes of data gathered across retailer sites every day. Obtaining this powerful data can help brands form more coherent and effective marketing strategies. Using these insights, we can break down what search terms are leading to a brand’s product pages on Amazon as well as their competitor’s product pages too.
Let’s take a closer look at the Outdoor Clothing and Equipment brands on Amazon for example. In May this year, Mountain Warehouse received the largest search share from out these top brands, up 33% MoM, and overtaking April’s leader Regatta who saw a 20% decline.
Secondly, dig through on-site search on retailers’ sites to understand why.
Regatta now in second place, and with another competitor Coleman almost doubling their search share MoM closing in on their heels, can battle their decline by analysing the key to Mountain Warehouse’s success on Amazon.
This could be started by going back to see which searches were leading to Mountain Warehouse in the previous month.
Studying the top 10 searches leading to Mountain Warehouse product pages, they can see that only one of those searches was branded, the rest were generic search terms. That gives Regatta a strong opening to fight for these searches more effectively and aggressively.
Coleman’s curious 92% drive up the rankings could also provide an interesting search analysis for Regatta. Conducting a similar study on Coleman, we can see that the biggest uplift for the brand came from searches for coolers, shelters and tents.
Thirdly, and most importantly, turn insight into target action
Armed with these search and product insights, Regatta could develop a plan of attack against the competitor brands:
- For Mountain Warehouse: Regatta could place sponsored ads on trending generic searches, like “mens winter boots”. That would provide visibility to their products and have them compete elbow to elbow with Mountain Warehouse. Regatta could also ensure their product titles are in line with search queries. This would ensure that even when sponsored product ads don’t show up, thanks to the search engine optimised title, the product will still rank organically.
- For Coleman: A lot of Coleman traffic came from trending products with growing search volumes. To capture these trending products, Regatta could employ the same tactics of optimising product pages. Not only would this help grow their sales on Amazon and also steal more market share from competitors, but also help cash in on fast-growing trend products.
By first uncovering the data, and then utilising the insights in this way, brands such as Regatta can ensure that they grow their sales online, maintain pace with consumer demands and changes in their taste, as well as form effective strategies to grab market share from their competitors.
Find out more insights on driving your e-commerce strategy on retailers’ sites with our Retailer Analytics webinar, on-demand here.