Hello, guys, this is Kunle Campbell of the 2x eCommerce podcast, welcome to the show, this podcast is dedicated to strategic growth for online retailers. You can ask me questions on Twitter using the hashtag #2xecommerce, or I will cover specific marketing tactic geared to helping you sell more in your online retail store.
Today’s episode, I’m going to be talking about why Google Shopping is important in fashion eCommerce. I’m going to start up on what you probably know already – what you wear is a visual decision. You always think how the pair of jeans, shirt, or skirt look on you. Hence, the reason why Google Shopping is so important because when you run a search on Google using a transactional keyword “that you are looking to purchase something.” Google will display visual results to you that is shown either below the search bar or on the top right of the results page – all of it is visual that supplements the heavy text results.
From a fashion eCommerce standpoint, what people want to do when looking for an item online is that they want to see the product, feel and try the product before actually buying the product. But when it comes to eCommerce you can only see the product, and when you already see and trust the product you’d likely order the product then you could feel and try the product – if you don’t like it you can return the product.
The reason why fashion eCommerce have a problem with return rate. Last time I checked it was 30% return rate. Google tried to solve the issue where people click through the text links and bounce back if they don’t find what they’re looking for.
What I learned from it:
Google created this inventory to serve on its search result for fashion and retail in general. Now, people see the product that makes the prospects higher quality pre-qualified visitors. If you’re on a limited budget, I suggest that you focus on Google Shopping because it has higher quality visitors coming through because they’ve seen what they are looking to buy.
Optimize your Google Shopping setup; it will help you gain high-quality pre-qualified visitors.
On the flip side if you are looking at text advertising. I recommend if you have a range of brand names and you focus on “brand name search.” if you’re selling a wide variety of brands on your eCommerce site, for instance, Nudie Jeans.