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Looking Ahead Seminar
Citation preview
Accelerate e-commerce by
connecting shoppers to products
David Woods, Sales Director
eCommerce & Omni-channel
Experience
Agenda
1. Value of the search box
2. Understanding the customer
language
3. Searchandising using
analytics
4. Reporting case studies
5. Importance of relevance
6. Testing
2
3
Some of our UK based clients…
Our Products
4
Searchers are your most valuable shoppers
5 *Based on analytics data for 200+ retailers
11% higher
3x greater
6 Min.
longer
Searchers vs.
non-
searchers*
$11.09
w/ search
$4.62 w/o search
7 more
Pages Per Visit
6
Importance of Site Search
https://econsultancy.com/reports/ecommerce-platforms-buyers-guide
Site search functionality was
rated as critical by 56% of
companies… just 21% rated
their current solution as good
Why?
They have buying intent
They are in late stage buying
mode
They are loyal
They have come as a result
of a campaign
The Search Box
7
The Search Box
8
25% increase in usage
£11k extra searches
£34k potential increase p/m
Search Box Went From…
9
And more importantly
included this…
The Results
10
Key Search Reports & Insights
11
Advanced, Real-Time Reporting
Insight into users’ needs
Wide range of controls for
fine tuning
What visitors are looking for,
what they are finding and not
finding
Category-based reporting
Know Your Shopper
12
13
Know Your Shopper
14
Rank Phrase Avg. Daily Searches
1 plasterboard 420 2 fence post 368
3 doors 329 4 decking 329
5 radiators 305 6 gravel 290
7 fencing 264
8 bricks 256
9 skirting board 243 10 timber 241 11 lighting 229
12 cement 219 13 paint 205
14 gates 189 15 sheds 184
16 plywood 183 17 sand 183
18 laminate flooring 182 19 worktop 181
20 door handles 174
Review Search Terms
Identify new
opportunities
Optimize High Traffic
Pages
15
Rank Product Average daily Clicks
1 Bark Chippings 78
2 Multi-Purpose Compost 76.65
3 Pea Shingle 75.41
4 Slotted Concrete Fence Post 70.48
5 Deck Board 2.4m 68.88
6 Featheredge Boards 68.72
7 Timber Loft Ladder and Hatch 63.1
8 Acrylic Sheet 61.52
9 Top Soil 60.87
10 Fence post 60.25
Conversions
What’s actually being
click on?
Focus on where the
traffic is
Most Viewed Pages
16
More mobile phones / fancy dress? (need to carry the product?)
Better refining options for broad searches?
It’s actually named something else? (sneakers / trainers)
Rank Phrase Number of Results Avg. Searches per Day
1 gifts 535 88.25
2 mobile phones 0 84.25
3 play suit 54 72.29
4 cards 25 59.35
5 swimwear 84 56.37
6 fancy dress 0 54.96
7 sneakers 3 46.35
8 hair accessories 2 40.47
9 purple shoes 28 40.11
Searches with Poor Results
17
Redirects
18
19
20
Redirects
40% Reduction in
bounce rate
Never Offer Visitors a Dead End
21
1% of
people exit
poor search
on the site
22
23
24
Check Spelling
Spelling suggestions
dropped from an
average of 807/day to
523/day
Click thrus on spelling
suggestions have
increased 14%
Site Search Insights
Fifty Shades
50
fifty shades of grey
Exclusive distributor of an official
line of 50 Shades of Grey products!
Search Suggestions
27
Rich Auto Complete
Text Suggestions – Conversion Rate
24% AOV increase £3.66
Product Suggestions – Conversion
Rate 29.5% AOV increase £5.40
28
Importance of Relevance
29
Importance of Relevance
30
Search results need to be Relevant Search Query: Black dress
vs.
31
Result Accuracy
Top 5
product
76%
1 2 3 4
5
32
Chemist Direct Sell These…
33
Taking control of the Results
Search for
“Johnson’s”
34
Price Low to High
Dynamic Refinements
36
Boden – dynamic refinements Age, Size, Height, Shape refinements
http://clothing.boden.co.uk/search#w=womens%20red%20skirt&asug=&view=normal
37
Test, Test, Test
Grid Vs List Test
Yearly increase in revenue ~ £250,000 increase in usage
Grid views spend £4.47 more than list viewers
Increase in revenue of ~£21,000 per month
38
Test, Test, Test
Infinite Scroll &
Floating Search
39
Search on Mobile
Show search box prominently
Offers refinements with a drop down menu
Relevance even more important
40
Responsive Design
Site Search Critique http://sitesearch.sli-
systems.com/Site-Search-Critique.html
Live Web Demo
http://sitesearch.sli-systems.com/Request-Demo.html
41
Thank You David Woods [email protected]