News • 29.05.2020

Ecommerce searches on Google

Nearly 50 percent drive no clicks to the shops

Screen of a laptop with the word search written on
Source: Bildagentur PantherMedia / wwwebmeister

Nearly half of all ecommerce-related searches on Google never result in consumers clicking through to a retail or other website according to a new study by Searchmetrics. The company says these findings tie-in with retailers who are not seeing the same volume of traffic from organic search as before.

Searchmetrics analysed clickstream data in the US for approximately 1 million typical ecommerce search queries as part of a bigger study that also covered the travel, healthcare, and media verticals. In ecommerce, the company found that only 32 percent of searches resulted in organic clicks, while 20 percent triggered paid clicks either through search ads or Product Listing Ads (PLAs). The remaining 48 percent of searches produced no clicks at all, meaning there was no traffic generated to retail sites (a chart showing this data for ecommerce searches is available here).

Increasing number of SERP features

According to Searchmetrics, some of the no-click activity could simply be down to searchers not finding what they are looking for from an initial query and then searching again using a more refined question. But the main reason for the high number of missing clicks is the increasing number of SERP features (also known as SERP integrations) such as Featured Snippets, Direct Answers, Knowledge Panels, People also Ask and Videos Carousels, that Google now includes on search results pages. 

Google has been increasing the use of SERP integrations to answer searchers’ questions within the SERP and to control the user experience. This is creating a growing challenge for online marketeers. Featured Snippets, for example, are used by Google to provide short answers to searchers’ queries in a widget box positioned above the organic search results. The box displays the key text and images from a relevant web result that answers the searcher’s question. There’s also a link to the original web page that searchers can click to view the full information, but in many cases - because the question has already been answered in the widget - people never bother to click through.

Similarly, Direct Answer boxes deliver information within the SERPs in response to fact-based search queries. In this case, the information comes from Google’s Knowledge Graph, a knowledge base of information about things, people and places that has been pulled together from trusted sources such as Wikipedia and other high quality websites. With Direct Answers, there is no link included to the external website where content originates. 

Increased brand awareness through SERP integration

According to Tyson Stockton, Vice President of Client Services at Searchmetrics, the increasing number of SERP features and the resulting no-click activity is both a threat and an opportunity: “It’s a threat as more retailers are reporting diminishing levels of organic traffic. Many small to mid-sized sites in retail are getting squeezed out by SERP features - but giants like Amazon will also be challenged. However, SERP integrations can also be an opportunity for online retailers to increase brand awareness - especially on top funnel terms or early stage queries in the buying cycle. There are opportunities for websites, both large and small, to directly answer searchers’ questions in a structured format that’s easy for Google to integrate into the SERP.

“For example if you have created content that triggers a Featured Snippet result for a search such as ‘top 10 running shoes’, maybe you don’t get the click from that query but searchers see your list of running shoes on the SERP so you can still get awareness, credibility and branding.” Tyson advises retailers to focus on understanding which SERP features are present in their segment and to be more strategic about where and how they are competing in search. He suggests they should be more selective when targeting keywords, by focusing on keywords that might have slightly low search volume but high organic click-through rate to capture more traffic than just focusing on the keywords that have the highest search volume. This is especially true for retailers’ top funnel and editorial content.

Source: Searchmetrics

related articles:

popular articles:

Thumbnail-Photo: Warehouse management: optimized, automated, product-oriented...
15.10.2020   #logistic systems #logistics

Warehouse management: optimized, automated, product-oriented

Tips on how to ensure warehouse optimization

Digitization, e-commerce, increasing customer demands, and expectations – factors that not only impact retailers but also affect the way warehouses are organized. In this interview, Johannes Tress, Co-Founder and Managing Director at everstox ...

Thumbnail-Photo: ALDI to trial click and collect
29.09.2020   #services #food retail

ALDI to trial click and collect

The supermarket is testing its first UK click-and-collect services

The supermarket is currently running a trial of the service for Aldi colleagues from a store in the Midlands and plans to extend that to customers in the coming weeks.During the current trial, Aldi colleagues can choose from a full range of grocery ...

Thumbnail-Photo: Contactless robotic grocery delivery service...
06.10.2020   #delivery #robotics

Contactless robotic grocery delivery service

Save Mart’s flagship store in partnership with Starship Technologies

Save Mart has announced the launch of an on-demand grocery delivery service to its guests at the flagship store in Modesto, California in partnership with robot delivery company Starship Technologies. Marking the one-year anniversary of its opening ...

Thumbnail-Photo: How retail drone delivery may change logistics networks...
08.09.2020   #logistics #delivery

How retail drone delivery may change logistics networks

Chance for retailers: best-possible delivery-time guarantee zones

Researchers at The University of Texas at Dallas say drone technology has the potential to be a genuine game changer in the retail industry, with its promise to enable retailers to offer unheard-of delivery lead times and near-perfect delivery-time ...

Thumbnail-Photo: How to manage parcel returns properly
30.11.2020   #logistics #delivery

How to manage parcel returns properly

Rules for a sustainable e-commerce

Sustainability, ethics and the ecological footprint – nothing that e-commerce can really score with. Especially shipping including returns urgently need more awareness, from customers as well as store operators.Micha Augstein, founder of ...

Thumbnail-Photo: Stay on top of things with Axis
21.09.2020   #online trading #customer satisfaction

Stay on top of things with Axis

Process visualization of your deliveries

Especially in times of increased shipping volumes, returns are creating unexpected challenges for online retailers and fulfillment providers. Efficient commissioning and shipping processes are particularly important here. In the webinar by Axis ...

Supplier

Axis Communications GmbH
Axis Communications GmbH
Adalperostraße 86
85737 Ismaning