[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


Why Magento?

Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 5 October 2012

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…


•  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!


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


•  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


Why Magento?


TOP SITE SEARCH STRATEGIES TO ENSURE CUSTOMER RETENTION


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

Improve relevancy of results with

IntelliSuggest Learning Search


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


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.


A customer searches for “Levi’s in July


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



•  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






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


Why Magento?


POLL #2

Why Magento?


ANALYTICS TO THINK ABOUT

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Choose Your Path

Design

Analytics

Ongoing Review

Configuration


•  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


Why Magento?


DRIVE MORE QUALIFIED TRAFFIC TO YOUR SITE

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


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



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



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



As a Result of Encouraged Engagement Using: AutoComplete

Customizable Multi-Select Filters Improved Design

Improved Relevancy Social Links

Why Magento?


POLL #3

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Questions? Contact Us [email protected] | (888) 924-1951


Documents

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