Archive for June, 2015

Mobile-friendly algorithm update: More Than Paws

June 29th, 2015 by Trevor Robinson

It’s been 2 months since Google rolled out its mobile-friendly algorithm which was set to enhance rankings for mobile-friendly / responsive web pages in mobile search results, so now is a good time to measure the impact of Google’s latest algorithmic update by reviewing one of our clients’ websites.

In order to obtain an accurate gauge between desktop and mobile search results, we needed to select a website without a mobile-friendly website version or responsive design.

More Than Paws is an e-commerce website specialising in clothing, accessories and costumers mainly for our canine friends, as well as other household pets. The More Than Paws team have been thinking about adopting a responsive website since there was first talk of the mobile-friendly algorithm update.

More Than PawsIn order to review the impact of the change, we selected 4 search terms that the More Than Paws website had been ranking well on in the months leading up to the Google algorithm change. The following search engine ranks are for Australian only results in Google, for both mobile and desktop devices – we performed these searches manually, without being signed into any Google Account in order to get the most accurate results.

Dog Bandanas
Desktop: #5
Mobile: #5

Dog Clothes
Desktop: #12
Mobile: #12

Dog Costumes
Desktop: #6
Mobile: #8

Dog Hoodies
Desktop: #3
Mobile: #5

The above results show a small impact on our client website’s Google ranks, with the search terms: ‘Dog Costumes’ and ‘Dog Hoodies’ both showing a 2 position rank deficit compared to the desktop.

We also reviewed the number of impressions for the More Than Paws website via desktop compared to mobile devices, pre and post the algorithm change.

Impressions from March 25 to April 21 (mobile-friendly algorithm introduction)
Impressions pre algorithm change

From the 23rd of March up until the advent of the mobile-friendly algoithm, the More Than Paws website received 5,752 impressions via desktop and 3,530 via a mobile device, which equates to a 47.87% difference.

Impressions from April 21 to June 22.
Impressions after algorithm change

Since the introduction of the update, up until the 22nd June, the More Than Paws website received 20,488 impressions via desktop and 11,931 via a mobile device, which equates to a 52.79% difference, or reduction of 4.92% of impressions between mobile and desktop devices.

It should be noted that most of the websites ranking well for similar search terms do not yet have mobile friendly / responsive websites. We expect that the difference pre and post the algorithm change would be more significant where well ranking competitors have mobile responsive websites. We also expect to see the difference between the ranks to become more significant over time, as Google adjusts the algorithm to achieve its aims in this area.

Facebooktwittergoogle_plusredditpinterestlinkedinmailby feather

Reach Mobile Melbournians billboard

June 27th, 2015 by Heather Maloney

After passing the billboard on the Westgate freeway several times, I just had to know what the advertising was all about. I mean … a Google search box containing the search phrase “reach mobile Melbournians” had to be somehow relevant to the endeavours of Contact Point!

So I grabbed my mobile phone (hubby was driving so that presented no problem) and typed in the search term “reach mobile melbournians” only to find a collection of random unrelated search results for page after page. Very frustrating! I am fairly of-fey with searching, having been involved in search engine optimisation since it began, so I continued on regardless to find what the billboard was all about. I refined my search to ‘reach mobile Melbournians billboard’ and was fortunate enough to get to the right place. The answer? A big new digital billboard coming into Melbourne City. So the ‘mobile’ in those search terms referred to people on their feet (rather than on a mobile device), and the Melbournians was actually people visiting the heart of the city of Melbourne.

Actually, to be completely honest, this was the second I had searched for this search term – the first time, after passing the sign at a pretty good speed, I searched for ‘reach mobile Melburnians’ because I thought that was how it was spelled.

Today I was glad to have my curiosity satisfied, however it struck me that the effort I was prepared to put in so that I could find the answer to the burning question raised by the billboard surely wouldn’t be the norm, and therefore the cost of that billboard wasn’t capitalised on with a complementary search engine marketing campaign.

If Contact Point had been engaged to assist the promoter we would have recommended the following:

  1. Write an article or two like this, explaining the meaning of the billboard advertising, and publishing the blog a day before or on the day that the billboard ad appeared.
  2. Ensure that the blog was well optimised for the search engines.
  3. Include a custom, short URL in the billboard to help the curious find it.
  4. Use social media simultaneously on the launch day or just before, to talk about the billboard, pointing to the explanatory webpage, and using useful hash tags to help searchers find it (eg multiple spellings of words if necessary)
  5. Once the billboard was actually out in the public, take a video of it and post that on the company YouTube account, including appropriate hash tags and including a URL that points back to the landing page on the website.

There’s more you could do if you have budget, but all of the above could be done for very little cost and effort, making it much easier for me to solve my burning question. That’s my two cents worth!

We love helping businesses to grow using technology, so if you are planning to reach mobile Melbournians or Melburnians for that matter, especially through search engines or through the use of mobile apps or a mobile responsive website, feel free to get in touch.

Facebooktwittergoogle_plusredditpinterestlinkedinmailby feather

Highly Personalised eCommerce snapping at the heels of traditional online stores

June 25th, 2015 by Heather Maloney

personalised ecommerce
The June Business Essentials audio program features an interview of one of the Australian entrepreneurs responsible for the recently launched personalised online shoe store Shoes of Prey. After choosing a base style (flats, mid-heel, high-heel, sandal, ankle boot etc) the Shoes of Prey online shoe designer tool allows you to customise your shoe to the nth degree. You can choose from a wide range of colours and materials, add straps, bows and other add-ons, even customising the colour of the insole, and toe sole (yes they are different). You can interact with the look of your unique shoe as you customise it. The end result can be a truly unique pair of shoes, made exactly to your size requirements, or if you are spoiled for choices and can’t decide, the website shows you the designs other customers have created allowing you to select one of those instead (and then add your own personalisation).

This blog: Personalised Shopping Services: How a bunch of menswear retailers found the future of ecommerce describes seven different online mens clothing stores which address the problem of men not liking shopping, but still wanting to look good and have new clothes. The retailers solve the problem in a variety of different ways, but personalisation is key – understanding the man’s size, shape, style preferences, budget, and then delivering to those preferences on a regular basis.

All of these examples make it clear that the next phase of ecommerce is here, and snapping at the heels of the “traditional” online stores. This phase of ecommerce takes personalisation to the next level. It’s not about personalising the person’s name in the emails you send and sending a birthday card & discount a few weeks before your customer’s birthday, it’s about combining the power of technology with personal service in order to provide exactly what each customer wants and needs.

I know where I will be ordering my next pair of shoes … it might even be worth a trip to Sydney to try on the various sizes and base shoe styles in the Shoes of Prey range.

The following points are clear from the stories of the abovementioned online stores:

  • The existing marketplace vendors believed that personlisation of their products was too hard
  • There certainly were lots of difficulties to overcome and significant effort required in order to support a personalised service – this lead some retailers taking on the manufacturing themselves
  • The more highly personalised model has delivered rapid growth of market share for the entrepreneurs who took on and solved the challenges
  • Customers receiving a highly personal service are likely to spend more, spend more often, and have greater loyalty to the store

I’ve been banging on about richer personalisation, particularly as it relates to email marketing, since the launch of eNudge in 2006. Marketers have been talking about marketing to an audience of one for about the same length of time.

Now that the greater personalisation is being experienced by consumers via solutions like those described above, all businesses need to think about how they can provide a more personalised service, creating customers who don’t want to go anywhere else. If you are already providing a personalised product through your online store, you still need to think about how you can take that up a notch … for example, think about the monthly service provided by one of the male clothing store vendors, sending a regular package to their customers to rent, buy or send back. It’s proactive, not reactive, but isn’t just sending the same things to everyone – the service is personalised based on in depth knowledge of each customer.

Perhaps you would like help to take your ecommerce store to a higher level of personalisation, or perhaps take your offline solution onto the internet providing a highly customised experience? I believe there are similar opportunities for B2B solutions and professional services. We need to stop thinking “it’s too hard” and start working out ways it can be done utilising a combination of technology and customer service.

We’re here to help you grow using technology, so feel free to get in touch.

Facebooktwittergoogle_plusredditpinterestlinkedinmailby feather

Subscribe to our monthly

Contact Point Email Newsletter

Each email newsletter is filled with technology updates and great ideas to help your business grow.

To subscribe, simply fill in your details below: