What does the buyer's journey look like on marketplaces
We have repeatedly conducted research into how users behave in online stores, how they search for and select products. We’ll tell you about the main sections where the client ends up, and how the seller can conduct SEO promotion in them. Home page . External traffic comes here based on branded queries that include the name of the marketplace. This is the most loyal audience, which gives a high conversion to purchase. Therefore, getting into the selection or advertising on the main page is an effective way to increase sales. Site search. This is where 90% of marketplace clients look for offers . To occupy high positions in search results, a seller needs to efficiently optimize product cards on marketplaces using SEO methods - we’ll talk about this below. Catalog with categories.These are landing pages for users who search for high-frequency Canada Phone Number Data queries in Yandex or Google, for example, “buy a gift for the New Year.” This is the second main channel for attracting loyal customers who are targeted by SEO. Listings. These are thematic promotional collections for the season, event, with promotions, new products. They can be collected by sellers themselves or site marketers. Getting listed is profitable, since the marketplace itself promotes them on the main page and launches landing pages for them. Thematic listings in the Yandex Market menu Thematic listings in the Yandex Market menu Collection banners on the OZON home page Collection banners on the OZON main page: 11.11 sales, for Premium users, weekly Brandzone . This is a section where products of one brand and information about it are collected. There is no competition with other brands.
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A loyal audience comes here who entered a branded key query into the search. Branded sections of marketplaces Branded sections of marketplaces on the Yandex search results page Various retailers are represented in the brand zone. Therefore, the seller needs to show the offers above plus make them profitable so that they effectively convert traffic. Card Product. The final stages of the user’s journey occur here: here he can add an item to the cart or buy it in one click. Visitors come here already knowing what product they need. Therefore, a favorable offer and maximum information are required here. By what criteria do buyers choose a product on a marketplace - read in our study “The Buyer’s Path in Online Trading in 2022: Marketplaces” . How to bring a product to the top using SEO promotion Paid advertising within the site has the best effect on ranking.
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