build your o2o funnel

Get more shoppers

Build Your Online 2 Offline Funnel Driving Local ROI with O2O Conversions

The Story

5.0 Million Local businesses analyzed

312 Million Reviews analyzed

1.8 Billion Local listings analyzed monthly

Our Story

Local Search = Intent

93% of retail purchases are still happening in-store

72% of mobile local searches lead to an

in-store visit

4/5 consumers conduct local searches

54% Looking for of Operation

53% Getting Directions

50% looking for an address

45% looking for product

availability

51% will make a purchase within 24

hours

Build your O2O funnel


Build Your Local O2O Funnel Build your O2O funnel



Local Search Market Share

Local Listings Presence

Online Conversions

Offline In-Store Conversions

In-Store Sales

T1

T2

T3

T4

T5

Local search impressions

Pg 1 rank, accurate data, positive ratings & reviews

Click-thru to: website, driving directions, phone

calls, offers

Store visits and calls

Coupon and offer redemptions

Local O2O Funnel: Step 1 T1: Local Search

Market Share T2: Local Listing

Presence T3: Online Conversions T4: Offline In-Store Conversions T5: In-Store Sales








3. Positive reviews

1. Page 1 SERP

2. Correct Data






Google Report May 2014 Google Report May 2013






Percentage of in-store visitors who buy

Average order value

Get more shoppers

The Bottom Line Calculating your O2O Funnel ROI

Remember the O2O Funnel Build your O2O funnel


Local Search Market Share

Local Listings Presence

Online Conversions

Offline In-Store Conversions

In-Store Sales

T1

T2

T3

T4

T5

Local search impressions

Pg 1 rank, accurate data, positive ratings & reviews

Click-thru to: website, driving directions, phone

calls, offers

Store visits and calls

Coupon and offer redemptions

Total Addressable Market Build your O2O funnel


TOTAL LOCAL SEARCH OPPORTUNITY Total brand searches (annual) Keyword category searches (annual) Total search opportunity Online conversion (directions/calls) @ 1% Online to in-store conversion rate @ 50% In-store visit to purchase rate @ 51%* Average order value @ $65

8.1 M 24 M

32.1 M

321 K

160.5 K

81.9 K

$5.3 M

T1: Local Search Market Share

T2: Local Listing Presence T3: Online Conversions T4: Offline In-Store

Conversions T5: In-Store Sales

Current Market Share Build your O2O funnel


Total Search Opportunity (TSO): 32.1 M

LOCAL SEARCH MARKET SHARE Current local visibility (58%) * TSO Listing Accuracy (65%) YOUR MARKET SHARE

-13,5 M -4.7 M

13.9 M

CURRENT POTENTIAL SALES Click thru rate (directions or call) @ 1% Online to in-store conversion rate @ 50% In-store visit to purchase rate @ 51%* Average order value @ $65




139 K 69.5 K

35.4 K

$2.3 M

Market Share Opportunities Build your O2O funnel


Your Market Share: 13.9M searches




3.5 M

35 K 17.5K

8.9 K

$580.1 K

GROW LOCAL SEARCH MARKET SHARE BY 25%

Additional Market Share: Increase listings coverage & fix listing errors

CURRENT POTENTIAL SALES

Click thru rate (directions or call) @ 1% Online to in-store conversion rate @ 50% In-store visit to purchase rate @ 51%* Average order value @ $65

3.5 M

35 K 17.5K

8.9 K

$580.1 K

Listing Presence Build your O2O funnel


Tools: •  RioSEO •  SweetIQ •  Vendasta •  WhiteSpark •  Yext




Measuring Performance Build your O2O funnel





Measuring Performance Build your O2O funnel


17,567




Modeling offline conversions Build your O2O funnel


Online Conversions Offline in-Store Visit

rate

In-Store Sales

conversion rate

Average order value

Calls 11%

50% – 71% 10% - 90%

Depends

Driving directions 6%

Website clicks 2%




Measuring O2O ROI Build your O2O funnel




Conversions T5: In-Store Sales (Σ calls × in-store visit rate) + (Σ directions × in-store visit rate) × In-store conversion rate (purchases) × Average order value = Attributable in-store sales

Your O2O funnel: retail Local Search Impressions

Local Listing Views

Online Conversions

Offline In-Store Conversions (visits)

273K

10.7%

60%

25%

101.1 M

10.8 M

1.9 M

1.1 M

$13.6 M

17.6%

2.5% AOR: $50

Your O2O funnel: restaurant Local Search Impressions

Local Listing Views

Online Conversions


215K

24.7%

70%

85%

13.1 M

3.2 M

362 K

253 K

$6.5 M

11.2%

6.7% AOR: $30

Your O2O funnel: medical Local Search Impressions

Local Listing Views

Online Conversions


1.1K

30%

60%

20%

1.1 M

306K

9.4K

5.7K

$565.5 K

3.1%

0.3% AOR:

$500

Get more shoppers

Michael Mire Co-Founder & CRO

@MichaelMire1 | [email protected]

build your o2o funnel

Retail