Keynote: Site Search - Making sure customers find the merchandise they want - Jason Miller
Making sure your customers find the merchandise they want Presenter: Jason E Millerjason@motorcycle-usa.com
Company Profile • Founded 1997 • Gear, Apparel, Parts And Accessories • Street, Dirt, ATV, Touring, Snowmobile • E-Commerce Pure Play • #182 on Internet Retailers Top 500 • Over 150,000 active SKU’s • Enthusiast site Motorcycle-usa.com
Without data you’re just guessing…..• How do users interact with your site?• Using Webtrends Analytics and Heatmaps for answers• Each interaction is a place to learn about your user• Users shop differently for apparel , protective gear, parts and tires
You can learn a lot from search results We knew we needed to build a better way to for users to search and navigate to our tires sections. Using SLI on site search reporting we identified a customer trend to search for tires by width , aspect ratio or rim size. This doesn’t correlate very well with the way users interact when searching for apparel.
Enter the tire finder Allow users to quickly drill directly to all available tires in their specific size range.
Give your users what they want• User response was very positive• Heat maps show user interaction where we want it• 38% increase in tires sales• Motorcycle Superstore is the largest online distributor of tires
Shopping for Gear and Apparel • 29 Brands on a single page • 18 Color choices • 674 Items in 4 styles • Facets allow quick sorting • Tabs for most common filters • Badging highlights features • Quick cart add
Use the Quickest route to products to increase conversion Video or Sale Badging Hover shows color availability Customer Reviews Quick Add o Cart Quick Jump to Sales and Closeout
Match functionality between Search and navigation • SLI search template • Match site look and feel • Facet filter functionality • Badging • Reviews • Merchandising banners
Merchandising Banner for Organic Search by SLI• Optimize long tail landing page• You can’t always control the page Google chooses• Dynamically include most popular products from SLI search usage data
User landing on item page via natural search Dynamic results pane
• Boost SEO footprint• Use micro data• Show SLI Popular items• Based on SEO term• Save sales on disco items• Rich Relevance Recs
Departments less useful for parts • This product has applications to Honda, Kawasaki, Suzuki and Yamaha • Each bike maker has 20 + bikes this product fits • We need to ensure the customer gets the proper part for their bike
Bike based departments eliminate customer confusion
All the items shownnow apply to only thechosen bike.
Once the choice is made all parts items are filtered • Reduce customer error or confusion • Teach customers to use choose a bike method • Less returns and happier customers
Consistent message – bike info stays through checkout Parts sales increased 197%
Taking it mobile • SLI search and categorys • Mobile search UI • Make mobile search look and feel exactly like the mobile site • Give users a rich experience but keep load times down. • Use Webtrends mobile heatmaps
Motorcycle Superstore mobile• Launched in 2010 Mobile site sales quickly gain momentum• Smart phones dominate usage• Super Deal of the Day• Add more features mirror the web• Add closeouts and Brands
Make search quick, easy and mobile optimized • SLI Search integrated into mobile • Get users to the product quickly • Search users have higher conversion • Product refinements and facets
Mobile needs optimized for SEO and PPC• Mobile conversion still lower than web• Pay per click ads conversion• User experience improvements• E-mail campaigns for mobile
Results – 200% increase in mobile channel sales
Key Take Away• Listen to your customers through all the avenues you have, on site search, analytics etc.• Strive to both make your website work the way users want and guide them to the most efficient methods of using your site.• Optimizing the usability of your site is a constant process and no single method is the answer for everyone.