A look inside a $1.2B Shopify store: Entire content & product launch strategies revealed. How the complex layout of SERPs changed Search Behavior & SEO: 1st-spot clicks down from 51% to 28%. Announcing Pinterest Shop: 2x ROAS & 1.3x returns

sponsor

SEO

New smart bidding reports and an unfortunate bug in reporting

The Nielsen Norman Group recently conducted a study which aims at understanding how the introduction and variation of Google’s new features changed searchers’ behaviour through the years.

The study analyzed 471 queries for eye-tracking and usability-testing and was conducted between 2017 and 2019. Let’s get into some findings from the case study:

  • SERP results with features like sponsored product carousel, video carousel, featured snippet, or other rich results were looked up by users in 74% of cases.
  • It will come as no surprise that images draw more attention. They are visually attractive and help users quickly recognize that the results are related to the top they were searching for.
  • Elements such as featured snippets, knowledge panels, and “People also asked” receive a lot of attention as well. Basically, quick answers to simple queries.
  • Yes, these additional features in SERPs have added a lot of complexity and variations. However, they haven’t stopped users from taking action relatively quickly – participants took an average of just 5.7 seconds to click their first selection.
  • The addition of different types of results, ads, and other interactive elements to organic listings is directing user gaze in a nonlinear fashion. This means that users are not browsing listings sequentially anymore, and top spot might not have the same value it had before. This has been called the “Pinball Pattern”.

article-image

  • Search behaviour of the top spot on the first page has changed dramatically. In 2019, first position received just 28% of the clicks, compared to the 51% of clicks that top spot garnered back in 2006.

That’s just the tip of the iceberg, check out the post for detailed explanations and more findings from the case study.


PINTEREST

Last-minute adjustments: Announcing the “Shop” launch on Pinterest

Just a few days ahead of the holiday shopping season, Pinterest announced the launch of “Pinterest Shop”, a new dashboard that showcases the profiles and products of small businesses in an Etsy-style manner.

Pinterest Shop will allow users to browse a selection of curated products from small businesses within a familiar environment.

For small businesses, the ability to showcase a profile and connect with audiences in a personal and familiar way could help drive sales during the holiday rush.

Currently, Shop includes 17 different small businesses that make and sell unique goods, with their product catalogues uploaded to Pinterest. These products are then automatically turned into Product Pins.

Pinterest plan to keep updating the Pinterest Shop with products from other select businesses.

As per the company, businesses currently selling on the platform have seen 2x higher ROAS and 1.3x higher returns than from traditional search.

After the launch of the personalized “Shopping Hub” in August, this comes as the next step by Pinterest as it continues to build out its e-commerce platform.


SPONSORED

💵 Switch to Voluum’s Profit plan including 3M events for only $1 for one month this Black Friday with FREE data migration!

Yeah, you read that right… For less than the price of a coffee from McDonald’s, you can move to a state of the art ad tracker. Whether you buy traffic on Google, Facebook, native platforms or push traffic, Voluum is the tracking solution you need.

OK, we’ve said enough, right? Go sign up here!

Kidding, of course we can give you more details. Voluum has been the tracker of choice of top affiliates and media buyers since its launch 7 years ago and it still is today as well. That’s because it’s super easy to sign up, it has a super-reliable and proven infrastructure, plus some must-have features like:

  • No-redirect tracking so you can track both organic and paid traffic without any redirects.
  • Mobile app to make sure you have access to your stats on the go in the best possible format.
  • Known Bot filter to keep your data clean from known bots that can pollute your data.
  • Automatic Campaign Optimization so you spend less time creating reports and refreshing stats, more time on testing offers, creatives and enjoying your hard-earned money!
  • Customizable push notification alerts so you never miss an important change in your campaigns that requires your attention.
  • Free data migration if you are switching from another tracker. The Voluum team will help you make sure of that!
  • And even more features that you can find here.

There was never a better time to try out Voluum. Take advantage of this $1/month chance. You have until December 3, 2019.

Sign up to Voluum for $1 right here.


CONTENT MARKETING

$1 Billie Content Strategy

Last year, Kylie Jenner became the world’s youngest billionaire at the age of 21.

A lot of people may think that it’s easy to build a successful business when you’re a celebrity… Well, it’s not as easy as it looks. In fact, the Kardashians’ list of failed businesses is pretty long, proving that being a celebrity isn’t a golden ticket in the world of entrepreneurship.

While her relatives started and buried many companies, Kylie built a $1.2B store selling lipsticks. So, you’ll probably be interested in the content strategy she used to hit those numbers, right?

We found this article on Medium that tried to summarize Kylie’s content strategy:

+ Give birth to a brand you actually care about: Kylie Cosmetics was started with the mission of making young girls feel more confident and powerful with her passion: makeup.

This humanized the brand by putting out a story and a passion that people can get behind.

+ Pin down who else would actually care about your brand: Kylie Jenner had to find her tribe if she wanted to succeed. Luckily, she already had some data to work with from the reality show.

Well, you might not have the same amount of data, but you can still find your tribe and fans by looking at your competitors, conducting social listening and observing online communities.

+ Give them free goodies: Hubspot’s research shows that buyers consume five to six pieces of content before converting. So, this is about putting out highly informative content that fulfils your audience’s desire in a unique way.

+ Content syndication: This is when a website republishes a duplicate piece of content. This is a benefit for both the publisher and the brand. Isn’t duplicate content bad for SEO, though? In this case, you can use a canonical URL to tell Google that the content is syndicated.

+ Flirt with them to build hype: Before going for the close, build the hype. In other words, warm up your audience for the launch. We saw it yesterday with the launch of the Tesla Cybertruck. They work great!

+ Omnichannel product release: You gotta hit your audience from every angle. When launching, Kylie Jenner used Instagram, Snapchat, Youtube, email and her app. She was persuading you to buy her lip kits everywhere you turned.

And after they buy, you have to remind them they made the right decision. That way they’ll come back to you in the future.

This post is getting pretty long now so we’ll wrap it up, but you can find a lot more in the article itself, where every step in Kylie Jenner’s strategy has been analyzed.

We know that not many of our readers are really into content creation, but it’s still an interesting and educational read to discover how a 21-year-old built a 10-figure biz with just a Shopify store, a 7 person team and a solid content strategy.

Plus, you can still swipe some tactics.

And we’re sure that Gary Vaynerchuk is proud of us today now that we talked about content…


ROUNING UP THE STACK

  • ADVERTISING: Last-minute BFCM preparation? Tim Burd shared a bunch of BFCM videos that you can use in your campaigns. Here’s the file.
  • INSTAGRAM: If you’re curious about the inner workings of the Instagram Explore algorithm, the company shared some behind-the-scenes machinery.
  • SNAPCHAT: The amount of app users is expected to grow more than anticipated according to an eMarketer study. Even the USA, where the growth suffered a bit, will recover.
    YOUTUBE: How to get the most out of your YouTube Ads by testing different targets, review call-to-action extensions and refresh your product selections.

BRAIN TEASER

Samuel was out for a walk when it started to rain. He did not have an umbrella and he wasn’t wearing a hat. His clothes were soaked, yet not a single hair on his head got wet. How could this happen?

You’ll find the answer at the end of this email.


POOLSIDE CHAT

Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.

Would you pay $7k for a trash can?

How about $10k for a stove?

It depends on how your campaigns are doing, right?

Well, make sure you’ve got everything running smoothly, because we’ve found a list of 16 unbelievable ‘luxury’ items that actually exist. And yes, they all have a ridiculous price.

article-image

We’re pretty sure you’re ready to spend $1.6k on an umbrella…

Maybe you want to surprise your daughter with a handmade-to-order miniature bathtub? Come on, it’s just $5.2k.

Or you can go $700 for a set of two ping pong paddles. Invite us for a match if you get them!

Aren’t you curious to see how you can waste your moolah once your campaigns will hit the Moon?

Here’s the list of 16 incredibly expensive daily life items.

We felt pretty poor after having a look at it, so be warned!


BRAIN TEASER ANSWER

This man is bald!


Share with your friends: