Get The Look: Improve the Shopper Experience with Visual Search Optimization | MozCon 2019
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Joelle Irvine highlights the importance of visual search optimization for enhancing online shopping experiences, noting that consumers prioritize visual content over text. She discusses various platforms such as Google Lens and Pinterest Lens that facilitate visual search, as well as the rising user expectations for image-based queries. The document emphasizes that brands can increase visibility and revenue by leveraging visual search capabilities and optimizing their product images accordingly.
Get The Look: Improve the Shopper Experience with Visual Search Optimization | MozCon 2019
- 1. Joelle Irvine, Director, Marketing & Growth @joelleirvine | @bookmarkcontent GET THE LOOK: Improve the shopper experience with visual search optimization - MozCon 2019
- 2. THOSE SHOES, THOUGH. Image Source: Browns Shoes #MozCon #ShoesofMozCon @joelleirvine
- 3. FIRST INSTINCT, GOOGLE IT! #MozCon @joelleirvine
- 4. Men’s dress shoe pattern SEARCH #1 #MozCon #ShoesofMozCon @joelleirvine
- 5. GOOGLE SAYS #MozCon #ShoesofMozCon @joelleirvine
- 6. SEARCH #2 “women's black patent leather brogue shoes with black and white platform sole” #MozCon #ShoesofMozCon @joelleirvine
- 10. IT’S LIKE Image source: Palico #MozCon @joelleirvine
- 11. WHAT ABOUT VISUAL SEARCH? 🙌 #MozCon #ShoesofMozCon @joelleirvine
- 12. CONTEXT
- 13. IMAGE vs. VISUAL SEARCH Enter text queries and search engine returns image results. Provide an image and search engine returns similar image results. Image Search Visual Search #MozCon @joelleirvine
- 14. WAIT WHAT? Visual Search in Google Photos Visual Search results via Google Lens Take a pic & search Pinterest Lens Visual Search results via Pinterest Lens #MozCon @joelleirvine
- 15. of consumers place more importance on visuals than on text information when shopping online for clothing or furniture. - The Intent Lab 85% #MozCon @joelleirvine
- 16. USER EXPECTATIONS ARE GROWING Source: ViSenze, 2018 of millennials would like to be able to search by image 62% of millennials would like to be able to click to purchase directly from content. 58% #MozCon @joelleirvine
- 17. WHAT’S NEW?
- 18. SO, YOU HAVE THIS CHAIR. . . Image source: Pinterest Engineering blog #MozCon @joelleirvine
- 19. AND YOU’RE TRYING TO MAKE IT WORK. #MozCon @joelleirvine
- 20. STANDARD VISUAL SEARCH RESULTS via PINTEREST LENS Image source: Pinterest Engineering blog #MozCon @joelleirvine
- 21. PINTEREST HYBRID SEARCH Hybrid search results of “bookshelves”, “walls”, and “clocks” + Image of the Chair Image source: Pinterest Engineering blog #MozCon @joelleirvine
- 22. PINTEREST ‘COMPLETE THE LOOK’ #MozCon @joelleirvine
- 24. GOOGLE LENS Google Lens Filters Translate filter Shopping filter #MozCon @joelleirvine
- 25. AR IN GOOGLE SEARCH AR in Google Search results #MozCon @joelleirvine Results from April 2019
- 27. VISIBILITY FOR LESSER KNOWN BRANDS of all Pinterest searches are non-branded.1 97% 70%of weekly Pinners discover new products on Pinterest.2 Source: 1. Pinterest internal data 2017; 2. GfK, Path to purchase study, Dec 2017. #MozCon @joelleirvine
- 28. LEVERAGE EXISTING PLATFORMS & PARTNERSHIPS Levi’s & Pinterest ASOS & ViSenze #MozCon @joelleirvine
- 29. WHY PINTEREST? 600 million visual searches every month on Pinterest! Pinterest 33% more than Facebook Friends and family 41% Social media platforms 35% Pinterest 60% Search engines 48% Where do Pinners get ideas for what to buy?1 71% more than Snapchat Facebook Snapchat Twitter 200% more than Twitter Pinterest Proportionately, Pinterest drives more referral traffic to shopping sites than social platforms do2 Source: 1. GfK, Path to purchase study, Dec 2017; 2. Pinterest, Online interaction study, Dec 2017. #MozCon @joelleirvine
- 30. CAPITALIZE ON IMPULSE BUYING say Pinterest inspires them to shop when they aren’t actually looking for anything.72% Source: GfK, Path to purchase study, Nov. 2018. #MozCon @joelleirvine
- 31. ONLINE EXPERIENCE IN-STORE Alibaba & Guess partnership Amazon blended Reality Patent Image sources (left to right): cbinsights.com, alistdaily.com and Pinterest Business Pincodes #MozCon @joelleirvine
- 32. INCREASE REVENUE By 2021, eCommerce brands with voice and visual search optimization will increase profits by up to 30%. - Gartner #MozCon @joelleirvine
- 33. VISUAL SEARCH ISN’T PERFECT Auto-select the wrong focal point Categorize people instead of products Display items that are out of stock #MozCon @joelleirvine
- 34. HOW TO OPTIMIZE
- 35. STANDARD IMAGE OPTIMIZATION Image Search Visual Search • Image size • Responsiveness • File names • Keywords • Alt tags • Title tags • Meta descriptions • Captions • URLs #MozCon @joelleirvine
- 36. IMAGE SITEMAPPING Example sitemap entry Image tag definitions Image source: Google Webmasters #MozCon @joelleirvine
- 37. IMAGE PRODUCT DATA #MozCon @joelleirvine
- 38. SYNC DATA WITH PLATFORMS Google Shopping ads ‘Shop by brand’ on Pinterest NEW #MozCon @joelleirvine
- 39. STRUCTURED DATA Consider what’s important: 1. Product 2. Offer 3. Image Gallery 4. Person #MozCon @joelleirvine
- 40. ENABLE RICH PINS Pinterest Rich Pin Image source: Pinterest Developers Pinterest feed w/ Rich PinsPinterest feed w/o Rich Pins #MozCon @joelleirvine
- 41. BEYOND THE TECHNICAL Product images should: 1. Be on brand 2. Be clutter-free 3. Have a clear focal point in the foreground 4. Provide context 5. Use original or customized stock photography 6. Include multiple angles 7. Add value – if not, remove! #MozCon @joelleirvine
- 42. BEYOND THE TECHNICAL Product images should: 1. Be on brand 2. Be clutter-free 3. Have a clear focal point in the foreground 4. Be in context 5. Use original or customized stock photography 6. Include multiple angles 7. Add value – if not, remove! #MozCon @joelleirvine
- 43. BEYOND THE TECHNICAL Product images should: 1. Be on brand 2. Be clutter-free 3. Have a clear focal point in the foreground 4. Provide context 5. Use original or customized stock photography 6. Include multiple angles 7. Add value – if not, remove! Image source: Everlane bag bag shirt shirt #MozCon @joelleirvine
- 44. BEYOND THE TECHNICAL Product images should: 1. Be on brand 2. Be clutter-free 3. Have a clear focal point in the foreground 4. Provide context 5. Use original or customized stock photography 6. Include multiple angles 7. Add value – if not, remove! #MozCon @joelleirvine
- 45. BEYOND THE TECHNICAL Product images should: 1. Be on brand 2. Be clutter-free 3. Have a clear focal point in the foreground 4. Provide context 5. Use original or customized stock photography 6. Include multiple angles 7. Add value – if not, remove! #MozCon @joelleirvine
- 46. BEYOND THE TECHNICAL Product images should: 1. Be on brand 2. Be clutter-free 3. Have a clear focal point in the foreground 4. Provide context 5. Use original or customized stock photography 6. Include multiple angles 7. Add value – if not, remove! #MozCon @joelleirvine
- 47. BEYOND THE TECHNICAL Product images should: 1. Be on brand 2. Be clutter-free 3. Have a clear focal point in the foreground 4. Provide context 5. Use customized stock photography 6. Include multiple angles 7. Add value – if not, remove! Image source: Frank and Oak #MozCon @joelleirvine
- 48. TRACK TOPICS & TRENDS Source: Pinterest Business #MozCon @joelleirvine
- 49. SO WHAT’S NEXT? #MozCon #ShoesofMozCon @joelleirvine
- 50. THANK YOU Joelle Irvine Director, Marketing & Growth @joelleirvine | @BookmarkContent bookmarkcontent.com