Gifts Online Industry Report – NZ SEO REACH 2015

published by on 6th May 2015 under Industry Reports, Research, Search Engine Optimisation (SEO)

Gifts Online Industry Report

 For the full report (PDF) please use our download form

Which New Zealand gift providers are maximising their market share online?

Find out which gift providers are taking the lead in organic search and how they’re doing it.

FIRST has investigated the organic search engine rankings for NZ consumer searches focused on gifts, utilising FIRST’s Ranking Based Reach (RBR) analysis framework. In addition, a consumer survey was carried out to discover what is most important for Kiwis wishing to purchase gifts online.

In this Gifts Online Industry Report we discovered:

  • In our survey, we revealed that nearly 3 out of 4 Kiwis have ordered a gift online. Additionally, important factors for ordering gifts online include quality of the gift, money back guarantee and the price/offer/specials. These point to the need and urgency for gift providers to create online brand awareness and effectively promote their products to online customers.
  • Currently, Not Socks Gifts stands out in the search landscape, capturing a big proportion of the demand thanks to prominent organic search presence.
  • Majority of the analysed gift providers have low RBR scores, below 10%. There is significant opportunity for these companies to improve their RBR or search engine reach – for important and popular keywords in organic search.
  • Popular search phrases are missing from most sites and in most cases very little is being done with organic search. By improving their RBR score, they will be able to seize opportunities to boost online sales revenues.
  • A comprehensive and data-driven digital strategy that integrates both organic and paid search should be a key customer acquisition and revenue driver for gift providers.

Gifts Rankings Based Reach

For the full report (PDF) please use our download form

FIRST uses its bespoke metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in search engines. RBR provides a simple way to compare a website’s search engine rankings with its competitors. RBR is an estimate of the percentage of available search traffic a website will receive for a set of phrases – this gives the sites share of search or reach. It is weighted based on the popularity of each search phrase and the relative click through rate (CTR) of each ranking position.

Websites included in this gifts online industry report comparison:

* acquisitions.co.nz
* funkygifts.co.nz
* giftideas.co.nz
* giftloft.co.nz
* mygoodness.co.nz
* notsocks.co.nz
* redballoon.co.nz
* redcurrent.co.nz
* thinkgeek.com

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Toys Online Industry Report – NZ SEO REACH 2015

published by on under Industry Reports, Research, Search Engine Optimisation (SEO)

Toys Online Industry Report

 For the full report (PDF) please use our download form

Which New Zealand toy providers are maximising their market share online?

Find out which toy providers are taking the lead in organic search and how they’re doing it.

FIRST has investigated the organic search engine rankings for NZ consumer searches focused on toys, utilising FIRST’s Ranking Based Reach (RBR) analysis framework. In addition, a consumer survey was carried out to discover what is most important for Kiwis wishing to purchase toys online.

In this Toys Online Industry Report we discovered:

  • In our survey we revealed that most people would search on Trade Me first to find toys online. This is followed by 26% of Kiwis who went directly to the website of a known toy store. This points to the need and urgency for toy providers to create online brand awareness and effectively promote their products to online customers.
  • Currently, Toyworld stands out in the search landscape, capturing a big proportion of the demand thanks to prominent organic and paid search presence.
  • Majority of the analysed toy providers have low RBR scores, below 25%. There is significant opportunity for these companies to improve their RBR or search engine reach – for important and popular keywords in organic search.
  • Popular search phrases are missing from most sites and in most cases very little is being done with organic search. By improving their RBR score, they will be able to seize opportunities to boost online sales revenues.
  • A comprehensive and data-driven digital strategy that integrates both organic and paid search should be a key customer acquisition and revenue driver for toy providers.

Toys Rankings Based Reach

For the full report (PDF) please use our download form

FIRST uses its bespoke metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in search engines. RBR provides a simple way to compare a website’s search engine rankings with its competitors. RBR is an estimate of the percentage of available search traffic a website will receive for a set of phrases – this gives the sites share of search or reach. It is weighted based on the popularity of each search phrase and the relative click through rate (CTR) of each ranking position.

Websites included in this toys online industry report comparison:

* babycity.co.nz
* farmers.co.nz/toys
* fishpond.co.nz
* iqtoys.co.nz
* mightyape.co.nz
* toyco.co.nz
* toyplanet.co.nz
* toysrus.com
* toyworld.co.nz
* trademe.co.nz

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Tidal.com, Please give me reason why I should try!

published by on 5th May 2015 under Conversion Rate Optimisation (CRO), Landing Pages

I love music. Plain and simple.

So when I heard about Tidal through social media, I couldn’t help but be intrigued. The hashtag “#TidalforAll” was trending due to artists such as Alicia Keys, Nicki Minaj & Kanye West all using their official Twitter accounts to promote the musical platform.

But what was it? Was it simply another musical platform and if so, what reason have I got to switch from my beloved Spotify Premium?

So I decided to type “tidal.com” into my address bar and the below screen was returned.

 

TIDAL · High Fidelity Music Streaming

Needless to say, this absolutely confused me. What was this cassette with “Jay-Z: B-Sides” on it? Did I stumble onto a Jay-Z sales page by accident? The headline “Closer than Front Row; Better than Backstage” – was this referring to exactly? How did this relate to what Tidal was? Oh – and the call to action button with “Try Tidal Now”. What in the world is Tidal???

For a point of comparison, I kept that frame of mind and applied it to Spotify. So I went to “spotify.com” and pretended I didn’t know much about it.

It wasn’t much of a surprise that the Spotify Homepage was a much better experience.

shopify website image

In less than 15 seconds, I knew that:
- Spotify was a music service (the “What”)
- I could access Spotify on my mobile devices via a dedicated app (the “How”) – so I assumed it was streaming service (related to the “What”)
- There is a Free version so no risk to me to try it out (the “Why”)

Brilliant, I thought. In 15 seconds, I was able to clearly understand what it was, how I could consume it and why I should use their product. Plus their “Free version” simply made it a no-brainer for me as a consumer.

Unfortunately, Tidal isn’t the only website out there where a Homepage is designed to inform the user and motivate them to continue their journey through the site with hopes of converting them into a sale, a lead or any other desirable commercial outcome.

It’s critical to:

- Ensure you put the consumer’s needs first and design your website accordingly.
What message do you want to communicate to your potential customers? What is your unique selling proposition? Is this communicated clearly on your website?

- Emphasise your point of differentiation. If you’re in business, chances are you have competition – who also have a website. Assume that your potential customers have visited your competitor’s website and give them clear reasons why they should chose your product or service instead.

- As a business owner, understand how your site is performing – and identify areas where you can make improvements. A free tools such as Google Analytics is a great way to collect qualitative data and allow monitoring & analysis, steps essential in making your website work harder

- Have your website mobile / tablet friendly (it’s surprising how many are not) and this doesn’t simply mean having a responsive or m-dot site. Look at it through the user’s eyes – can I easily navigate the site? Is it well-laid out with clear images & text?

- Test areas of your website that is under-performing through A/B testing. Use qualitative data to inform you to where & what to test. Then use Optimizely or Visual Website Optimiser to create ‘variations’ and test them against the incumbent page to see which converts the best. Often, simple tests such as button text or button colour changes can yield some significant results.

Editor’s note:  As of 1 May, the Tidal homepage has changed from when this article was originally written

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Cruise Holiday Online Industry Report – NZ SEO REACH 2015

published by on 30th April 2015 under Industry Reports, Research, Search Engine Optimisation (SEO)

Cruise Holiday Online Industry Report

 For the full report (PDF) please use our download form

Which New Zealand cruise holiday providers are maximising their market share online?

Find out which cruise holiday providers are taking the lead in organic search and how they’re doing it.

FIRST has investigated the organic search engine rankings for NZ consumer searches focused on cruise holiday, utilising FIRST’s Ranking Based Reach (RBR) analysis framework. In addition, a consumer survey was carried out to discover what is most important for Kiwis wishing to book a cruise holiday online.

In this Cruise Holiday Online Industry Report we discovered:

  • In our survey, we revealed that Kiwis consider destination/stops and price/offers as the most important factors in booking a cruise. This points to the importance of displaying cruise prices, deals and other product offers visibly and strategically on the websites of cruise holiday providers.
  • Currently, P&O Cruises stands out in the search landscape, capturing a big proportion of the demand thanks to prominent organic search presence.
  • Majority of the analysed cruise holiday providers have low RBR scores, below 20%. There is significant opportunity for these companies to improve their RBR or search engine reach – for important and popular keywords in organic search.
  • Popular search phrases are missing from most sites and in most cases very little is being done with organic search. By improving their RBR score, they will be able to seize opportunities to boost online sales revenues.
  • A comprehensive and data-driven digital strategy that integrates both organic and paid search should be a key customer acquisition channel for cruise holiday providers, driving revenue and growing the stores share of digital spend. 

Cruise Holiday Rankings Based Reach

For the full report (PDF) please use our download form

FIRST uses its bespoke metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in search engines. RBR provides a simple way to compare a website’s search engine rankings with its competitors. RBR is an estimate of the percentage of available search traffic a website will receive for a set of phrases – this gives the sites share of search or reach. It is weighted based on the popularity of each search phrase and the relative click through rate (CTR) of each ranking position.

Websites included in this cruise holiday online industry report comparison:

* cruiseabout.co.nz
* cruiseholidays.co.nz
* cruisesalefinder.co.nz
* finetravel.co.nz
* flightcentre.co.nz
* harveyworld.co.nz
* houseoftravel.co.nz
* letscruise.co.nz
* pocruises.co.nz
* unitedtravel.co.nz

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Accommodation Online Industry Report – NZ SEO REACH 2015

published by on 24th April 2015 under Industry Reports, Research, Search Engine Optimisation (SEO)

Searching for Accommodation Online

 For the full report (PDF) please use our download form

Which New Zealand accommodation providers are maximising their market share online?

Find out which accommodation providers are taking the lead in organic search and how they’re doing it.

FIRST has investigated the organic search engine rankings for NZ consumer searches focused on accommodation, utilising FIRST’s Ranking Based Reach (RBR) analysis framework. In addition, a consumer survey was carried out to discover what is most important for Kiwis wishing to book accommodation online.

In this Accommodation Online Industry Report we discovered:

  • In our consumer survey, 4 out of 5 Kiwis search and book online for their accommodation. This shows the importance of being visible in the digital space and providing great online customer experience.
  • Currently, Wotif stands out in the search landscape, capturing a big proportion of the demand thanks to prominent organic and paid search presence.
  • Majority of the analysed accommodation providers have low RBR scores, below 15%. There is significant opportunity for these companies to improve their RBR or search engine reach – for important and popular keywords in organic search.
  • Popular search phrases are missing from most sites and in most cases very little is being done with organic search. By improving their RBR score, they will be able to seize opportunities to boost online sales revenues.
  • A well-executed digital strategy that integrates both organic and paid search should be a key customer acquisition channel for accommodation providers, driving revenue and growing the stores share of digital spend. 

Accommodation Rankings Based Reach

FIRST uses its bespoke metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in search engines. RBR provides a simple way to compare a website’s search engine rankings with its competitors. RBR is an estimate of the percentage of available search traffic a website will receive for a set of phrases – this gives the sites share of search or reach. It is weighted based on the popularity of each search phrase and the relative click through rate (CTR) of each ranking position.

For the full report (PDF) please use our download form

Websites included in this accommodation online industry report comparison:

* aatravel.co.nz
* agoda.com
* bookabach.co.nz
* booking.com
* expedia.co.nz
* holidayhouses.co.nz
* travelbug.co.nz
* tripadvisor.co.nz
* trivago.co.nz
* wotif.co.nz

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