Christmas eCommerce Tips - Search and Merchandising for the Festive Season New Zealand

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Magento Forum Sydney, November 21st 2013
Preparing your Online Store for Christmas
Location: Auckland, New Zealand

Published in: Marketing, Technology, Design
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  • Christmas eCommerce Tips - Search and Merchandising for the Festive Season New Zealand

    1. 1. Christmas eCommerce Tips Search and Merchandising for the Festive Season Presented By: Shaun Ryan CEO shaun.ryan@sli-systems.com
    2. 2. ABOUT SLI SYSTEMS We Love to Search
    3. 3. About SLI Systems • We’re Almost Teenagers - We’ve Been Around for Twelve Years • Founded in New Zealand With Global Offices in Australia, New Zealand, United Kingdom and United States • We are Publically Listed (SLI NZSX) • Some of Our Happy Customers – We Serve Over 600 Sites Globally SITE SEARCH – THE KEY TO INCREASED CONVERSIONS
    4. 4. A Snapshot of New Zealand’s eCommerce Landscape BY THE NUMBERS
    5. 5. Number Crunch • Number of New Zealanders Shopping Online Has Tripled in < 10 Years (1) • 65% of Kiwis Aged Over 14 Have Purchased Online (1) • Close to 94% of Kiwis Have Access to the Internet (1) • Most Popular Categories are Entertainment and Leisure (41.8%), Fashion Products (24.9%), Electronics (17.2%) (1) • Estimated NZ Online Expenditure $3.2 Billion NZD (Projected for 2013) (2) • Kiwi Smartphone Penetration Among Daily Internet Users Increased to Almost 60% (Up From 32% in 2012) (3) • One in Six New Zealanders Now Own Both a Smartphone and Tablet (3) (1) Source: The New Zealand Herald, Amelia Wade 2013 (2) Source: The New Zealand Herald, Julian Prior 2013 (3) Source: Scoop, Ericsson New Zealand 2013 SITE SEARCH – THE KEY TO INCREASED CONVERSIONS
    6. 6. Improve Your Revenues By Improving Your Site Search THE DIRT ON SEARCH
    7. 7. Help Users Find What They’re Looking For “Laptops” • Before • After SITE SEARCH – THE KEY TO INCREASED CONVERSIONS
    8. 8. Effective Site Search • If Consumers Can’t Find It, They Can’t Buy It = You Lose Money • 73% of Visitors Leave a Site Within Two Minutes if the Experience is Poor • 50% of Users Prefer to Use a Site’s Internal Search Engine, Opposed to Navigating the Site • People Who Search Convert at 2 – 3 X the Rate of People Who Don’t • Improving Search = Easy Way to Increase Your Revenue • Watching Search Behaviour Helps You Understand Your Visitors • Think About Your Site Behaviour - Do You Search First? (1) Source: MarketingSherpa. (2) Source: E-commerce Time. SITE SEARCH – THE KEY TO INCREASED CONVERSIONS
    9. 9. Understanding Visitors’ Language • The Site Search Box Gives You Insight into the Language of Your Visitors • It’s Often Different to the Language You Use • Retailers See a Variety of Query Terms and Phrases e.g. Jumper/Sweater/Jersey/Top • Monitor Changes in Behaviour, Trends and Seasonality • Helpful for SEO, SEM and Other Advertising • What are Users Searching for RIGHT NOW? SITE SEARCH – THE KEY TO INCREASED CONVERSIONS
    10. 10. Ensure You Measure Success Understand the Key Search Metrics: • Top Searches • Searches with Poor Results Including Zero Results • Search to Purchase Conversion Rate • Average Rank of Clicks • % Search to Click-Through • Speed of Search Results Page (Page Load Times) • Volume of Search Queries SITE SEARCH – THE KEY TO INCREASED CONVERSIONS
    11. 11. A CLOSER LOOK
    12. 12. Why Dick Smith Approached SLI Systems Dick Smith Approached SLI Systems in Early 2013 in Need of a Site Search Solution • Business Problem: Users couldn’t find quickly enough what they were looking for in Dick Smith’s large inventory, negatively impacting conversion rates. Dick Smith wanted to ensure users were able to quickly find what they were looking for and to allow users to easily filter their search results. • Dick Smith also sought to increase conversions and average basket size value and enable tuning of search results to match business objectives. • Rolled out Learning Search, Rich Auto Complete, Site Champion and Learning Search Mobile. SITE SEARCH – THE KEY TO INCREASED CONVERSIONS
    13. 13. Benefits of Rich Auto Complete • Rich Auto Complete Ensures Access to Products Directly from the Search Box • 33% of Searchers Use Rich Auto Complete • Conversion Rates 2 X Higher • AOV 17% Higher SITE SEARCH – THE KEY TO INCREASED CONVERSIONS
    14. 14. Search Responsiveness • Introduction of AJAX for Seamless Loading and Display of Search Results and Refinements. • AJAX increases page performance because it only requests the necessary data from SLI’s search servers when a consumer does a search or selects an option on the search page. The improved refinements and page-load speed has led to higher conversions. SITE SEARCH – THE KEY TO INCREASED CONVERSIONS
    15. 15. No Results Page SITE SEARCH – THE KEY TO INCREASED CONVERSIONS
    16. 16. Site Champion: User Generated SEO KEY FEATURES KEY BENEFITS • • • • • • • • • Automatically Generated Search Engine Optimised Landing Pages Based on Frequently Used Search Terms Compliments Existing SEO Activities Able to Optimise the Long Tail Increased Site Traffic Increased Sales Quick and Painless Implementation Platform Independent 2nd Position 3rd Position SITE SEARCH – THE KEY TO INCREASED CONVERSIONS
    17. 17. Learning Search Connect for Magento Enterprise Key Features: • Indexes Full Magento Catalogs • Scheduled Feed Creation and Transfer • Fast, Comprehensive and Compliant • Compatible with All Versions of Magento Enterprise EE1.10+ and Community CE1.6+ • From Magento Connect Extension Marketplace SITE SEARCH – THE KEY TO INCREASED CONVERSIONS
    18. 18. Prepare for the Silly Season EXCEL: BE AN ECOMMERCE ELF
    19. 19. Optimise Search Merchandising for Christmas Suggested Actions for Top Searches: 1. Tune Results 2. Landing Pages to Promote Merchandise 3. Branding Banners SITE SEARCH – THE KEY TO INCREASED CONVERSIONS
    20. 20. Optimise Search Merchandising for Christmas 4. Custom Landing Pages for Christmas Products – Promote Your Merchandise and Glean Insights into Popular Products. SITE SEARCH – THE KEY TO INCREASED CONVERSIONS
    21. 21. Optimise Search Merchandising for Christmas 5. Gift Finder - Establish Refinements to Allow a User to Define a Set of Criteria for Purchase, e.g. Price, Recipient (Mum, Dad, Sister, Brother). SITE SEARCH – THE KEY TO INCREASED CONVERSIONS
    22. 22. Optimise Search Merchandising for Christmas 6. Suggested Actions for Poor Results - Don’t Stock What Your Customers are Looking For? No Worries! 7. Synonyms – SIII VS. S3 SITE SEARCH – THE KEY TO INCREASED CONVERSIONS
    23. 23. THANK YOU Shaun Ryan CEO shaun.ryan@sli-systems.com @ShaunRyan SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

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