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Evolving eCommerce:
   ECOMMERCE SITE SEARCH:
 The Magento eCommerce Forum
         IMPROVING THE USER EXPERIENCE
              FOR INCREASED CONVERSION
                            OCTOBER 2012
Ethan Giffin                                   Scott Zielinski                                    Mack McGee
           CEO                                                 CEO                                       VP Sales & Marketing
     Groove Commerce                                       SearchSpring                                   Groove Commerce
         Panelist                                            Panelist                                           Host




October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion
                         Magento SEO                                                                                            2
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.
                                                                                                          www.groovecommerce.com
Services include:                                                                                         800.564.9826
        •  Website Design                                                                                 @GrooveCommerce
        •  Magento Development & Integration
        •  Inbound Marketing Services
                •  Social Media Marketing
                •  Pay Per Click Management
                •  Search Engine Optimization
        •  Email Marketing
        •  Site Analysis
        •  Conversion Consulting




 October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion                            3
SearchSpring specializes in site search and
site navigation optimization. Our
innovative team of engineers constantly
create new features to improve your
customers shopping experience.                                                                            www.searchspring.net
                                                                                                          888.643.9043
Services include:                                                                                         @SearchSpring
        •  Advanced site search
        •  Category navigation
        •  Rich auto complete
        •  IntelliSuggest
        •  Mobile site search
        •  Automated SEO




 October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion                          4
POLL #1
                          Why Magento?

October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   5
•          Why Search Matters
•          Turn Your Visitors into Buyers
•          Analytics to Think About
•          Drive More Qualified Traffic to Your Site
•          Q&A




     October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   6
Encourage Engagement


                                   Increase Conversions


Boost Average Order Value
October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   7
•          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…




     October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   8
•          100,000 Monthly Visitors
•          2,500 Orders / 2.5% CR
•          Typical Average Order Value - $80
•          11% of Visitors Used Search
•          Of Those that Searched?

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

•          That’s 715 Orders Just from Site Search!

     October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion                 9
•          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…”


     October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   10
•          Magento / Out of the Box
•          Solr
•          Custom Built
•          3rd Party
•          SearchSpring IntelliSuggest




     October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   11
TOP SITE SEARCH STRATEGIES
               TO ENSURE CUSTOMER RETENTION



                          Why Magento?

October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   12
•      What is IntelliSuggest Learning Search
•      How Does it Work on Your Website?




                                                            Improve
                                                          relevancy of
                                                          results with
                                                         IntelliSuggest
                                                            Learning
                                                             Search




October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   13
Searched
                                                          vs. Clicked
                              Purchases
                                                                                        Products
                              With Other
                                                                                         Viewed
                               Products



                                                   Better
                                                  Tracking
                                                                                             Products
                         Products                                                             Viewed
                        Purchased                                                           With Other
                                                                                             Products

                                            Products
                                            Added to                       Products
                                            Cart With                      Added to
                                             Other                           Cart
                                            Products




October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   14
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.




October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   15
A customer searches for “Levi’s in July




October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   16
The same customer searches “Levi’s” in January




October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   17
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




October 2012     Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   18
October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   19
•          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


     October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   20
October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   21
October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   22
October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   23
October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   24
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


       October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   25
POLL #2
                          Why Magento?

October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   26
ANALYTICS TO THINK ABOUT


                           Why Magento?

October 2012    Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   27
Analytics




                    Ongoing                                                                              Choose Your
                    Review                                                                                  Path




                          Configuration                                                              Design




October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion                 28
•          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?
     October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   29
October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   30
October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   31
October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   32
1.  Popular Search
                                                                                                             Terms / Cloud
                                                                                                         2.  Perform Another
               1                                                                                             Search or Call for
                                                                                                             Assistance

               2                                                                                         3.  Show 3-9 Best
                                                                                                             Sellers / Buyers
                                                                                                             Guides
               3


                                                                                                            Help the Visitor
                                                                                                           Get Back on Track!




October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion                            33
DRIVE MORE QUALIFIED TRAFFIC
                TO YOUR SITE

                           Why Magento?

 October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   34
Additional services to optimize site search
include:
•          Automated SEO
•          Mobile Search
•          Facebook Catalog Integration




     October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   35
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




     October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   36
1. IntelliSuggest identifies the most popular site
  search queries




  October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   37
2. Unique landing pages to optimize these
   keywords are automatically created


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




October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   38
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



   October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   39
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




October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   40
As a Result of Encouraged Engagement Using:
                                                     AutoComplete
                                             Customizable Multi-Select Filters
                                                    Improved Design
                                                  Improved Relevancy
                                                      Social Links
October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   41
POLL #3
                          Why Magento?

October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   42
Questions? Contact Us
         info@groovecommece.com | (888) 924-1951




October 2012   Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion   43

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

  • 1. Evolving eCommerce: ECOMMERCE SITE SEARCH: The Magento eCommerce Forum IMPROVING THE USER EXPERIENCE FOR INCREASED CONVERSION OCTOBER 2012
  • 2. Ethan Giffin Scott Zielinski Mack McGee CEO CEO VP Sales & Marketing Groove Commerce SearchSpring Groove Commerce Panelist Panelist Host October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion Magento SEO 2
  • 3. 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. www.groovecommerce.com Services include: 800.564.9826 •  Website Design @GrooveCommerce •  Magento Development & Integration •  Inbound Marketing Services •  Social Media Marketing •  Pay Per Click Management •  Search Engine Optimization •  Email Marketing •  Site Analysis •  Conversion Consulting October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 3
  • 4. SearchSpring specializes in site search and site navigation optimization. Our innovative team of engineers constantly create new features to improve your customers shopping experience. www.searchspring.net 888.643.9043 Services include: @SearchSpring •  Advanced site search •  Category navigation •  Rich auto complete •  IntelliSuggest •  Mobile site search •  Automated SEO October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 4
  • 5. POLL #1 Why Magento? October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 5
  • 6. •  Why Search Matters •  Turn Your Visitors into Buyers •  Analytics to Think About •  Drive More Qualified Traffic to Your Site •  Q&A October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 6
  • 7. Encourage Engagement Increase Conversions Boost Average Order Value October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 7
  • 8. •  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… October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 8
  • 9. •  100,000 Monthly Visitors •  2,500 Orders / 2.5% CR •  Typical Average Order Value - $80 •  11% of Visitors Used Search •  Of Those that Searched? 29% of 6.5% CR } $100 AOV } Sales •  That’s 715 Orders Just from Site Search! October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 9
  • 10. •  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…” October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 10
  • 11. •  Magento / Out of the Box •  Solr •  Custom Built •  3rd Party •  SearchSpring IntelliSuggest October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 11
  • 12. TOP SITE SEARCH STRATEGIES TO ENSURE CUSTOMER RETENTION Why Magento? October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 12
  • 13. •  What is IntelliSuggest Learning Search •  How Does it Work on Your Website? Improve relevancy of results with IntelliSuggest Learning Search October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 13
  • 14. Searched vs. Clicked Purchases Products With Other Viewed Products Better Tracking Products Products Viewed Purchased With Other Products Products Added to Products Cart With Added to Other Cart Products October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 14
  • 15. 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. October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 15
  • 16. A customer searches for “Levi’s in July October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 16
  • 17. The same customer searches “Levi’s” in January October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 17
  • 18. 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 October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 18
  • 19. October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 19
  • 20. •  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 October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 20
  • 21. October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 21
  • 22. October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 22
  • 23. October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 23
  • 24. October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 24
  • 25. 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 October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 25
  • 26. POLL #2 Why Magento? October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 26
  • 27. ANALYTICS TO THINK ABOUT Why Magento? October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 27
  • 28. Analytics Ongoing Choose Your Review Path Configuration Design October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 28
  • 29. •  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? October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 29
  • 30. October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 30
  • 31. October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 31
  • 32. October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 32
  • 33. 1.  Popular Search Terms / Cloud 2.  Perform Another 1 Search or Call for Assistance 2 3.  Show 3-9 Best Sellers / Buyers Guides 3 Help the Visitor Get Back on Track! October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 33
  • 34. DRIVE MORE QUALIFIED TRAFFIC TO YOUR SITE Why Magento? October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 34
  • 35. Additional services to optimize site search include: •  Automated SEO •  Mobile Search •  Facebook Catalog Integration October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 35
  • 36. 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 October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 36
  • 37. 1. IntelliSuggest identifies the most popular site search queries October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 37
  • 38. 2. Unique landing pages to optimize these keywords are automatically created 3. Search engine spiders crawl and index these pages optimizing keywords October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 38
  • 39. 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 October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 39
  • 40. 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 October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 40
  • 41. As a Result of Encouraged Engagement Using: AutoComplete Customizable Multi-Select Filters Improved Design Improved Relevancy Social Links October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 41
  • 42. POLL #3 Why Magento? October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 42
  • 43. Questions? Contact Us info@groovecommece.com | (888) 924-1951 October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 43