Making Connections: make your site search drive your sales, not drive your customers away


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In this presentation, given at eCommerce Expo in Istanbul, Turkey in May 2013, we talk about how to make sure your site search is designed around your customer and focussed on building connections between your customers and your onsite data

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Making Connections: make your site search drive your sales, not drive your customers away

  1. 1. Making connections:make your site search drive your sales,not drive your customer away.
  2. 2. This is the best photo I could findJohn TomlinsonChief Operating OfficerInternational Director@JohnRTomlinsonColbensonExperts in site search@Colbenson
  3. 3. Search in e-Commerce
  4. 4. How customers find stuff
  5. 5. How customers find stuff
  6. 6. How customers find stuff
  7. 7. FindabilityThe ability of users to identify an appropriate Web site and navigate thepages of the site to discover and retrieve relevant information resources(Peter Morville, 2005)The measure for how easily your customers can make the rightconnections to your data(Colbenson)
  8. 8. How can we measure findability?
  9. 9. Findability analytics
  10. 10. What to measure (1)1. Overall measures• How many: volume of searches• Percentage of visitors who search• Percentage of purchases from searches• Average spend per sale from searches• Average price per search2. Findability (top level)• Percentage of CTR total (greens):• CTR from generated results• CTR from banners and sponsored links• Percentage of abandonments (reds)• Percentage of redo (ambers)
  11. 11. What to measure (2)3. Connections• For each Results and Landing page:• Duration, CTR, pagination, filters• Actions on the page (scroll, add to cart or other call2action etc.)• Connections made via AutoComplete content (split by type of content)4. Obstacles• Percentage of "next page" clicks• Percentage filtered• Percentage Zero results• Average duration on the results page
  12. 12. What to measure (3)5. Search analysis• Search content:• Top search themes and terms• Most popular search (frequency of each search)• Findability for each search term• Volume of each search term• Clustered analysis of search terms
  13. 13. How customers find stuff
  14. 14. Snakes and ladders
  15. 15. What gets in the way?
  16. 16. Avoiding obstacles
  17. 17. Start with the customer
  18. 18. Start with the customer
  19. 19. Focus on opportunities
  20. 20. Join stuff up
  21. 21. Join stuff up
  22. 22. Join stuff up
  23. 23. Don’t leave a dead end
  24. 24. Don’t leave a dead end
  25. 25. Use AutoComplete
  26. 26. Use AutoComplete
  27. 27. Use AutoComplete
  28. 28. Don’t stop
  29. 29. Customer 1.0Source: Jeffrey Rayport (Harvard Business Review)
  30. 30. Customer 2.0Source: Jeffrey Rayport (Harvard Business Review)
  31. 31. Customer 3.0Source: Jeffrey Rayport (Harvard Business Review)
  32. 32. People are emotional[H]ow your employees interact with your customers determines how thecustomer will feel about your company.You want your employees to be using their emotional intelligence to getand stay in an upbeat, empathic space, and to relate to your customersfrom that state ... the most effective employees were adept at emotionalintelligence competencies like emotional self-management ... empathy ...and collaboration.(Daniel Goleman, 2012)
  33. 33. People are expressiveThe force of language is much aided by the expressive movements of theface and body.(Charles Darwin The Expression of emotions in Man and Animals (1872)Life is inherently expressive(Kym Maclaren)
  34. 34. E-commerce must be expressive too!
  35. 35. Summary
  36. 36.