Evolving eCommerce:   ECOMMERCE SITE SEARCH: The Magento eCommerce Forum         IMPROVING THE USER EXPERIENCE            ...
Ethan Giffin                                   Scott Zielinski                                    Mack McGee           CEO...
Our goal is to bridge the gap betweenmarketing and technology and deliver auser-friendly, high converting product toeach o...
SearchSpring specializes in site search andsite navigation optimization. Ourinnovative team of engineers constantlycreate ...
POLL #1                          Why Magento?October 2012   Webinar | eCommerce Site Search: Improving the User Experience...
•          Why Search Matters•          Turn Your Visitors into Buyers•          Analytics to Think About•          Drive ...
Encourage Engagement                                   Increase ConversionsBoost Average Order ValueOctober 2012   Webinar...
•          These Visitors Want to Engage!•          Conversion Rate 300-500% Higher•          Average Order Value (AOV) 25...
•          100,000 Monthly Visitors•          2,500 Orders / 2.5% CR•          Typical Average Order Value - $80•         ...
•          Much Easier to Go From 6.5% to 10%•          Than 2.5% to 3.5%...•          6.5% - $71,500 Sales•          8.5%...
•          Magento / Out of the Box•          Solr•          Custom Built•          3rd Party•          SearchSpring Intel...
TOP SITE SEARCH STRATEGIES               TO ENSURE CUSTOMER RETENTION                          Why Magento?October 2012   ...
•      What is IntelliSuggest Learning Search•      How Does it Work on Your Website?                                     ...
Searched                                                          vs. Clicked                              Purchases      ...
What We Do With This Data:       1. Elevate search results. This allows your       search results to become smarter over t...
A customer searches for “Levi’s in JulyOctober 2012   Webinar | eCommerce Site Search: Improving the User Experience for I...
The same customer searches “Levi’s” in JanuaryOctober 2012   Webinar | eCommerce Site Search: Improving the User Experienc...
What Just Happened?               •  IntelliSuggest analyzed changes in what                  customers were viewing and p...
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• ...
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 c...
POLL #2                          Why Magento?October 2012   Webinar | eCommerce Site Search: Improving the User Experience...
ANALYTICS TO THINK ABOUT                           Why Magento?October 2012    Webinar | eCommerce Site Search: Improving ...
Analytics                    Ongoing                                                                              Choose Y...
•          Make Sure Google Analytics Tracks Search•          Top 100 Searches•          Top 100 Searches with No Revenue•...
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                                                                                                        ...
DRIVE MORE QUALIFIED TRAFFIC                TO YOUR SITE                           Why Magento? October 2012   Webinar | e...
Additional services to optimize site searchinclude:•          Automated SEO•          Mobile Search•          Facebook Cat...
Accomplished By:•          Leveraging data from IntelliSuggest to power our           automated SEO cloud                 ...
1. IntelliSuggest identifies the most popular site  search queries  October 2012   Webinar | eCommerce Site Search: Improv...
2. Unique landing pages to optimize these   keywords are automatically created3. Search engine spiders crawl and index   t...
Results Potential customers search these same terms within Google, Yahoo, and Bing The optimization of unique/long tail se...
Bounce Rate Defined - The percentage of    single-page visits or visits in which the    person left a site from the entran...
As a Result of Encouraged Engagement Using:                                                     AutoComplete              ...
POLL #3                          Why Magento?October 2012   Webinar | eCommerce Site Search: Improving the User Experience...
Questions? Contact Us         info@groovecommece.com | (888) 924-1951October 2012   Webinar | eCommerce Site Search: Impro...
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[Webinar October 2012] eCommerce Site Search: Improving the User Experience for Increased Conversion

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According to a Forrester report, 36% of all purchases are influenced by online activity, and only 1 in 5 online businesses are happy with their internal site search. In other words, the importance of a website’s internal site search cannot be overstated. View this partnership webinar with Groove Commerce and SearchSpring to explore how to transform your site search from a simple feature into a powerful business tool.

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

  1. 1. Evolving eCommerce: ECOMMERCE SITE SEARCH: The Magento eCommerce Forum IMPROVING THE USER EXPERIENCE FOR INCREASED CONVERSION OCTOBER 2012
  2. 2. Ethan Giffin Scott Zielinski Mack McGee CEO CEO VP Sales & Marketing Groove Commerce SearchSpring Groove Commerce Panelist Panelist HostOctober 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion Magento SEO 2
  3. 3. Our goal is to bridge the gap betweenmarketing and technology and deliver auser-friendly, high converting product toeach one of our clients. www.groovecommerce.comServices 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. 4. SearchSpring specializes in site search andsite navigation optimization. Ourinnovative team of engineers constantlycreate new features to improve yourcustomers shopping experience. www.searchspring.net 888.643.9043Services 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. 5. POLL #1 Why Magento?October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 5
  6. 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. 7. Encourage Engagement Increase ConversionsBoost Average Order ValueOctober 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 7
  8. 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. 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. 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. 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. 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. 13. •  What is IntelliSuggest Learning Search•  How Does it Work on Your Website? Improve relevancy of results with IntelliSuggest Learning SearchOctober 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 13
  14. 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 ProductsOctober 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 14
  15. 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. 16. A customer searches for “Levi’s in JulyOctober 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 16
  17. 17. The same customer searches “Levi’s” in JanuaryOctober 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 17
  18. 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 customersOctober 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 18
  19. 19. October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 19
  20. 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. 21. October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 21
  22. 22. October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 22
  23. 23. October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 23
  24. 24. October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 24
  25. 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. 26. POLL #2 Why Magento?October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 26
  27. 27. ANALYTICS TO THINK ABOUT Why Magento?October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 27
  28. 28. Analytics Ongoing Choose Your Review Path Configuration DesignOctober 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 28
  29. 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. 30. October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 30
  31. 31. October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 31
  32. 32. October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 32
  33. 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. 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. 35. Additional services to optimize site searchinclude:•  Automated SEO•  Mobile Search•  Facebook Catalog Integration October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 35
  36. 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. 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. 38. 2. Unique landing pages to optimize these keywords are automatically created3. Search engine spiders crawl and index these pages optimizing keywordsOctober 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 38
  39. 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. 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 siteOctober 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 40
  41. 41. As a Result of Encouraged Engagement Using: AutoComplete Customizable Multi-Select Filters Improved Design Improved Relevancy Social LinksOctober 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 41
  42. 42. POLL #3 Why Magento?October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 42
  43. 43. Questions? Contact Us info@groovecommece.com | (888) 924-1951October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion 43
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