Optimizing Digital Paths to PurchaseDiffering Economies and Differing Customer Journeys
© 2019 Jumpshot, Inc. 2
But first…
Icebreaker
© 2019 Jumpshot, Inc. 3
Digital
Everyone starts out on the island.
People are kicked off based on their digital knowledge.
Unless otherwise noted, all data refer to US desktop & mobile web usage. iOS & app data not shown
© 2019 Jumpshot, Inc. 4
What Percent of All Search Is On Google?(includes Google’s “extended family” of YouTube, Google Image Search, etc.)
Must be within +/-10 percentage points
© 2019 Jumpshot, Inc. 5
Google Garners About 90% of All Searches
-
10,000,000,000
20,000,000,000
30,000,000,000
40,000,000,000
50,000,000,000
60,000,000,000
Jan-
16
Feb-
16
Mar
-16
Apr-
16
May
-16
Jun-
16
Jul-1
6
Aug-
16
Sep-
16
Oct
-16
Nov
-16
Dec
-16
Jan-
17
Feb-
17
Mar
-17
Apr-
17
May
-17
Jun-
17
Jul-1
7
Aug-
17
Sep-
17
Oct
-17
Nov
-17
Dec
-17
Jan-
18
Feb-
18
Mar
-18
Apr-
18
May
-18
Jun-
18
Jul-1
8
Aug-
18
Sep-
18
Oct
-18
Nov
-18
Dec
-18
Jan-
19
Feb-
19
Mar
-19
Share of Search by Month – Desktop
Google Images
YouTube
© 2019 Jumpshot, Inc. 6
What Is Amazon’s Share of U.S. Digital Transactions?
© 2019 Jumpshot, Inc. 7
Amazon Averages 74% Share of Digital Transactions
© 2019 Jumpshot, Inc. 8
What Percent of Product-Related Search Is On Amazon? Closest wins!!
© 2019 Jumpshot, Inc. 9
54%: Product Search – & Valuable Intel – Shifting to Amazon
46%
54%54%
46%
2015 2018
Share of Product Searches
Optimizing Digital Paths to PurchaseDiffering Economies and Differing Customer Journeys
© 2019 Jumpshot, Inc. 11
Striving for Data Accuracy, Breadth & Granularity
Unlock consumer behavior and competitive insights
across the entire web
800+ Websites
Get as precise and as granular as your
business needs
1,615 Categories
300M Shopping Events
100M Devices
Make confident decisions with
unrivaled accuracy
5B Clicks Per Day
14 Months Ave Tenure
1M Brands
150+ Marketplaces
Accuracy Breadth Granularity
188 Countries
© 2019 Jumpshot, Inc. 12Overview of the eCommerce Landscape
© 2019 Jumpshot, Inc. 13
Mapping the eCommerce Space
Home
Electronics
Food
Women's Clothing
Shoes Men's ClothingFurniture
AppliancesBaby
Toys /Games
Home Improvement
Health
Pets AutomotiveHousehold Essentials
Personal Care Office Sports/Outdoors
Beauty
0
35,000,000
70,000,000
30.0% 65.0% 100.0%
Amazon’s Market Share
# of
Dig
ital T
rans
actio
ns
Source: Jumpshot. Q1 2019 data shown
© 2019 Jumpshot, Inc. 14
Identifying Amazon’s Opportunities
Home
Electronics
Food
Women's Clothing
ShoesMen's Clothing
Furniture
Appliances
Baby
Toys /Games
Home Improvement
Health
PetsAutomotiveHousehold EssentialsPersonal Care Office
Sports/OutdoorsBeauty
0
35,000,000
70,000,000
5% 25% 45%
Amazon’s Conversion Rate
# of
Am
azon
Tra
nsac
tions
Increase conversion
Incr
ease
vo
lum
e
© 2019 Jumpshot, Inc. 15
Q1 YOY Growth
(# of transactions)
Q1 YOY Growth
(%)
Top Percentage Gainers
Total market (all digital transactions) +9.5 million +1.9% • Food (+11.4%)
• Household essentials (+10.1%)
Amazon +9.1 million +2.4% • Food (+10.4%)• Household essentials (+10.0%)
Amazon Driving Industry Growth & CPG Transformation
Across categories shown on previous slide
Amazon’s conversion rate in household essentials rose from 29% to 39%
© 2019 Jumpshot, Inc. 16
Etsy
Target
Home Depot
Kohls
QVCCostco
Barnes & NobleMacys
Best Buy
WayfairVictoria's Secret
Lands EndSephora
LL BeanUlta
Jet
KmartBlair
0
10,000,000
20,000,000
30,000,000
40,000,000
-60% -40% -20% 0% 20% 40% 60%
Chewy
# of
dig
ital t
rans
actio
ns (2
018)
Change in # digital transactions (2018 vs. 2017)
A Selective Look at Successful & Struggling Brands
Source: Jumpshot Insights; U.S. data; full-year 2018.
Closing gap vs. Sephora
Offline footprint provides a good shot at omnichannel
Establishing online niches
Brick-and-mortar retailers who need to find a digital identity
© 2019 Jumpshot, Inc. 17
The Customer Journey
© 2019 Jumpshot, Inc. 17
© 2019 Jumpshot, Inc. 18
Consumers (& Google) “Getting Better” At Search
0%
10%
20%
30%
40%
50%
60%
Jan-16
Mar-16
May-16
Jul-16
Sep-16
Nov-16
Jan-17
Mar-17
May-17
Jul-17
Sep-17
Nov-17
Jan-18
Mar-18
May-18
Jul-18
Sep-18
Google SERP Click-Through Rates
51.5%Total CTR
6.8%3.8%
55.8%
Paid CTR
On Amazon, product views from sponsored listings are rising
© 2019 Jumpshot, Inc. 19
Chewy & Wayfair Have Both Bought Growth
Chewy
Wayfair
# of transactions per month
Growth* CVR Ave $Paid
search**
+78% 3.6% $21 79%
+66% 1.2% $163 45%
* From Jan 2017 to March 2018** % of search traffic that is paid
© 2019 Jumpshot, Inc. 20
Product Search – & Valuable Intel – Shifting to Amazon
46%
54%54%
46%
2015 2018
Share of Product Searches
© 2019 Jumpshot, Inc. 21
Amazon Sponsored Search Has Surged in Views and Sales
-
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
45,000,000
50,000,000
-
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
400,000,000
450,000,000
500,000,000
Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019
Amazon Pageviews and Conversions from Sponsored Search by Quarter
Pageviews Conversions
© 2019 Jumpshot, Inc. 22
The Utilitarian Economy The Branded Economy
Basic Customer Journeys Multi-Phase Journeys
Amazon-driven Google-enabled
© 2019 Jumpshot, Inc. 23
The Utilitarian Economy Yields Basic Customer Journeys
Product characteristics• Utilitarian• Low price• Low research• Low involvement• Indistinct brands• Few product returns
“Basic” customer journey• High conversion rate• Low time to conversion• Minimal cross-visitation• Search skews onsite• Direct journey w/few “side trips” • Amazon/marketplace dominated
© 2019 Jumpshot, Inc. 24
Most Headphone Journeys Start – and end – on Amazon
$0
$70
$140
0% 5% 10% 15% 20%
Amazon
•Quick conversion; high CVR•Also visit: Best Buy 8%, Walmart 3%•Most research happens onsite
Conversion rate
Aver
age
Pric
e
Best Buy• 45% also visit Amazon
Walmart
Size of circle reflects volume of transactions in U.S. in 2018
Journey Metrics: Headphones
© 2019 Jumpshot, Inc. 25
Apparel Searches Reflect Two Journeys
socks
slipperssweaters for women
womens tops mens underwearUgg slippers
suits
Crocs
earrings
jewelry
-
1,000,000
2,000,000
3,000,000
Tota
l Sea
rch
Volu
me
50/50100% Google /
0% Amazon100% Amazon /
0% Google
Major fashion brands would be in far upper right
(example -- Nike: 11 million Google vs. 260K Amazon)
© 2019 Jumpshot, Inc. 26
CPG Search Skews Amazon; Health Search Skews Google
toilet paper
paper towels pens aa batteries toothpaste
baby wipes
melatonin
essential oils
coconut oil probiotics
vitamin d
tea tree oil
-
1,000,000
2,000,000
3,000,000
4,000,000
Tota
l Sea
rch
Volu
me
50/50100% Google /
0% Amazon100% Amazon /
0% Google
© 2019 Jumpshot, Inc. 27
Summing Up
• Digital knowledge is digital power -- you must see the full journey, including transactions and search across sites
• Choose your economy -- utilitarian or branded -- and optimize accordingly (some, like Nike, can do both)
• Identify opportunities to work with (or against) Amazon --particularly where Amazon is less dominant
• Still, realize a customer’s journey to Amazon is usually a one-way trip
© 2019 Jumpshot, Inc. 28
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Group Discussion