Winning Search, Unlocking Reviews, and the ROI of Content With Profitero’s Mike Black - Episode 381
🎙️Interview with Mike Black of Profitero
DESCRIPTION
Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations.
Today, we’re thrilled to welcome back Mike Black, former CMO and current Chief Growth Officer at Profitero.
We’ll be diving into key insights from Profitero’s latest reports, exploring the ROI of improving search placement and the vital role that ratings and reviews play in driving success.
Make sure you tune in to find out more!
“It’s really around the limiters that consumers put around how far they’re going to go search. What we’ve consistently found is that if you move from page two to page one, you get a pretty significant lift. Most of the volume and sales are concentrated in a very small set of real estate. You can have 10-20-30 thousand items in the category online, but most of what people are going to see and engage on is on page one.”
KEY TAKEAWAYS
In this episode, Julie, Jordan, and Mike discuss:
Introduction and Welcome: Mike Black’s background
Profitero’s Report Series
Background on Profitero and its role in E-Commerce analytics.
The digital shelf concept and its components.
The need for factual ROI data to support digital investment.
Impact of Search Placement on ROI
Importance of moving from page two to page one in search results.
Stats on sales increase with better organic placement.
The difference in ROI between organic and paid search placements.
Consumer Research and Behavior
Shoppers researching product reviews online even while in-store.
Importance of reviews in omni-channel influence.
The challenge of internal silos in brand side teams handling reviews.
Review Importance and Strategy
Sales impact of moving reviews from below four stars to four stars.
Review velocity significance in achieving high organic search ranking.
The connection between review quality and sales.
Future of Profitero Reports
Upcoming updates and new benchmarks in content reports.
Profitero’s focus on deeper content analytics and recommendations.
Invitation to provide ideas or questions for future research.
MENTIONED IN THIS EPISODE
Connect with Profitero’s Chief Growth Officer, Mike Black
Check out Profitero’s Report, The Impact of Winning Search
Check out Profitero’s Report, Unlocking the Value of Consumer Reviews
Learn more about Profitero
Previous episodes with Mike Black
Connect with our host, Julie Spear
Connect with our host, Jordan Ripley
Learn more about Acadia
