[Webinar October 2012] eCommerce Site Search: Improving the User Experience for Increased Conversion

Evolving eCommerce: The Magento eCommerce ForumECOMMERCE SITE SEARCH:

IMPROVING THE USER EXPERIENCE FOR INCREASED CONVERSION

OCTOBER 2012

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Ethan Giffin CEO

Groove Commerce Panelist

Mack McGee VP Sales & Marketing

Groove Commerce Host

Webinar | Magento SEO Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion

Scott Zielinski CEO

SearchSpring Panelist

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Our goal is to bridge the gap between marketing and technology and deliver a user-friendly, high converting product to each one of our clients.

Services include: •  Website Design •  Magento Development & Integration •  Inbound Marketing Services

•  Social Media Marketing •  Pay Per Click Management •  Search Engine Optimization

•  Email Marketing •  Site Analysis •  Conversion Consulting

www.groovecommerce.com 800.564.9826 @GrooveCommerce

Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion

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SearchSpring specializes in site search and site navigation optimization. Our innovative team of engineers constantly create new features to improve your customers shopping experience.

Services include: •  Advanced site search •  Category navigation •  Rich auto complete •  IntelliSuggest •  Mobile site search •  Automated SEO

www.searchspring.net 888.643.9043 @SearchSpring

Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion

Why Magento?

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POLL #1

•  Why Search Matters •  Turn Your Visitors into Buyers •  Analytics to Think About •  Drive More Qualified Traffic to Your Site •  Q&A

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Encourage Engagement

Increase Conversions

Boost Average Order Value

•  These Visitors Want to Engage!

•  Conversion Rate 300-500% Higher

•  Average Order Value (AOV) 25-50% Higher

•  60% of Retailers Say 2nd Easiest to Grow Sales*

•  Yet Most Retailers Never Look Under the Hood

•  Recent Client - 6 of Top 10 Terms ‘$0’ Revenue

•  So What are the Options…

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•  100,000 Monthly Visitors •  2,500 Orders / 2.5% CR •  Typical Average Order Value - $80 •  11% of Visitors Used Search •  Of Those that Searched?

•  That’s 715 Orders Just from Site Search!

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6.5% CR $100 AOV 29% of Sales } }

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•  Much Easier to Go From 6.5% to 10%

•  Than 2.5% to 3.5%...

•  6.5% - $71,500 Sales

•  8.5% - $93,500 Sales (+ $22,000)

•  10% - $110,000 Sales (+ $38,500)

•  43% Type ‘Category Name’ into Box*

•  Only 4 Out of Top 10 Terms Produced Sales!

•  1 of the 4 Was “Enter Your Search Here…”

•  Magento / Out of the Box •  Solr •  Custom Built •  3rd Party •  SearchSpring IntelliSuggest

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Why Magento?

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TOP SITE SEARCH STRATEGIES TO ENSURE CUSTOMER RETENTION

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•  What is IntelliSuggest Learning Search •  How Does it Work on Your Website?

Improve relevancy of results with

IntelliSuggest Learning Search

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Better Tracking

Searched vs. Clicked

Products Viewed

Products Viewed

With Other Products

Products Added to

Cart

Products Added to Cart With

Other Products

Products Purchased

Purchases With Other Products

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What We Do With This Data: 1. Elevate search results. This allows your search results to become smarter over time.

2. Show product recommendations. We typically see a 300% increase in conversion.

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A customer searches for “Levi’s in July

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The same customer searches “Levi’s” in January

What Just Happened? •  IntelliSuggest analyzed changes in what

customers were viewing and purchasing due to changes in seasonality

•  The search and category pages then re-ranked the

display of products to ensure the most popular/highest converting products gravitated to the top of results

•  Improved relevancy for customers

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•  Create filters based on unique product attributes

•  Add functionality and design to filters

•  Provide more information to customers with social plug-ins, ratings and reviews, compare, and quick views

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Taking The Guess Work Out of Search

•  Display search suggestions and product images

•  1/3rd of customers who search will click on a product image

•  Customer goes directly to a product page, eliminating a step in the conversion process

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Why Magento?

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POLL #2

Why Magento?

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ANALYTICS TO THINK ABOUT

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Choose Your Path

Design

Analytics

Ongoing Review

Configuration

Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion

•  Make Sure Google Analytics Tracks Search •  Top 100 Searches •  Top 100 Searches with No Revenue •  Top 100 Searches with No Results •  Similar Product Called Something Else?

•  Missing Important Words from Descriptions?

•  Do You Not Currently Sell this Product? •  Last Years or Discontinued Models?

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1.  Popular Search Terms / Cloud

2.  Perform Another Search or Call for Assistance

3.  Show 3-9 Best Sellers / Buyers Guides

2

1

Help the Visitor Get Back on Track!

3

Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion

Why Magento?

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DRIVE MORE QUALIFIED TRAFFIC TO YOUR SITE

Additional services to optimize site search include: •  Automated SEO •  Mobile Search •  Facebook Catalog Integration

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Accomplished By: •  Leveraging data from IntelliSuggest to power our

automated SEO cloud

AND

•  Decrease bounce rates through improved relevancy and increased engagement, boosting organic SEO

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1. IntelliSuggest identifies the most popular site search queries

2. Unique landing pages to optimize these keywords are automatically created

3. Search engine spiders crawl and index these pages optimizing keywords

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Results

Potential customers search these same terms within Google, Yahoo, and Bing

The optimization of unique/long tail search queries gain significant search engine rank

Bounce Rate Defined - The percentage of single-page visits or visits in which the person left a site from the entrance (landing) page

More simplistically - Google directs user to a site and user clicks back without engaging with any aspect of the site

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As a Result of Encouraged Engagement Using: AutoComplete

Customizable Multi-Select Filters Improved Design

Improved Relevancy Social Links

Why Magento?

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POLL #3

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Questions? Contact Us info@groovecommece.com | (888) 924-1951

Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion