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[Pubcon 2010] eCommerce Optimization: Does Your Site Search Stink?

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  • 1. Ethan Giffin, CEO Groove Commerce November 2010
  • 2. Our goal is to bridge the gap between marketingand technology and deliver a user-friendly, highconverting product to each one of our clients. 2400 Boston Street,Services include: Suite 320, Baltimore, Maryland 21224 • eCommerce website design • Pay per click (PPC) management www.groovecommerce.com 800.564.9826 • Search engine optimization (SEO) • eCommerce site analysis • Conversion consulting • Email marketing • Social Media November 2010 Does Your Site Search Stink? | PubCon 2010 2
  • 3. November 2010 Does Your Site Search Stink? | PubCon 2010 3
  • 4. These Visitors Want to Engage! Conversion Rate 3-5x Higher Average Order Value (AOV) 25-50% Higher Much Easier to Double Conversion Most Retailers Never Look Under the Hood Recent Client - 6 of Top 10 Terms „$0‟ Revenue Let‟s Look…November 2010 Does Your Site Search Stink? | PubCon 2010 4
  • 5. 100,000 Monthly Visitors 2,500 Orders / 2.5% CR Average Order Size - $80 40% Average Gross Profit Those Who Searched? 11% Searched  $100 AOV  29% of Sales That‟s a 6.5% Conversion Rate…November 2010 Does Your Site Search Stink? | PubCon 2010 5
  • 6. Much Easier to Go From 6.5% to 10% Than 2.5% to 3.5%... 6.5% - $72,500 Sales 8.5% - $93,500 Sales 10% - $110,000 Sales Only 4 Out of Top 10 Terms Produced Sales! 1 of the 4 Was “Search…”November 2010 Does Your Site Search Stink? | PubCon 2010 6
  • 7. 1. Need to Reiterate Search Phrase 1 2. Better Product 3 Merchandising 3. Create Filtered Navigation 2 Products vs. Category vs. Brand vs. Content…November 2010 Does Your Site Search Stink? | PubCon 2010 7
  • 8. 1. Did You Mean? For Most Brand Terms 2. Good Display of Top 1 Products 2 3. Top Content & Buyers Guides 3 Not Great - But Could Save the Sale…November 2010 Does Your Site Search Stink? | PubCon 2010 8
  • 9. November 2010 Does Your Site Search Stink? | PubCon 2010 9
  • 10. Analytics Ongoing Choosing a Review Provider Configuration DesignNovember 2010 Does Your Site Search Stink? | PubCon 2010 10
  • 11. 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?November 2010 Does Your Site Search Stink? | PubCon 2010 11
  • 12. Don‟t Try to Build this Yourself! Hosted Subdomain vs API Universal Search • Commerce x Content x Community Filtered Search Spelling & Synonyms Autocomplete ReportingNovember 2010 Does Your Site Search Stink? | PubCon 2010 12
  • 13. November 2010 Does Your Site Search Stink? | PubCon 2010 13
  • 14. November 2010 Does Your Site Search Stink? | PubCon 2010 14
  • 15. The Data Feed Attributes Your Search Box Did you Mean? / Spelling Synonyms • Unidirectional > vs. Bi-directional = Direct Hits & Boosting No Results PageNovember 2010 Does Your Site Search Stink? | PubCon 2010 15
  • 16. Subdomain Filtered Navigation Canonical Issues Robots.txt PPC Landing PagesNovember 2010 Does Your Site Search Stink? | PubCon 2010 16
  • 17. • Got Questions? Ethan E. Giffin Founder & CEO • Search Whitepaper Next Week • Twitter: @Opie ethan@groovecommerce.com 410.878.2249 ext.708 • Find me on LinkedIn • Grab Me at the Bar! • Magento Tweetup 6:30 Ra SushiNovember 2010 Does Your Site Search Stink? | PubCon 2010 17
  • 18. November 2010 Does Your Site Search Stink? | PubCon 2010 18