Keynote: Site Search - Making sure customers find the merchandise they want - Slides de Jason Miller/motorcycle.com. Fórum E-commerce Brasil 2012.

1. Making sure your customers find
the merchandise they want
Presenter: Jason E Miller
jason@motorcycle-usa.com

2. 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

3. 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

4. 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.

5. Enter the tire finder
Allow users to quickly drill directly to all available tires in
their specific size range.

6. 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

7. 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

8. 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

9. Match functionality between Search and navigation
• SLI search template
• Match site look and feel
• Facet filter functionality
• Badging
• Reviews
• Merchandising banners

10. Custom search landing pages

11. 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

12. User landing on item page via natural search
Dynamic results pane

13. • Boost SEO footprint
• Use micro data
• Show SLI Popular items
• Based on SEO term
• Save sales on disco items
• Rich Relevance Recs

14. 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

15. Bike based departments eliminate customer confusion

16. All the items shown
now apply to only the
chosen bike.

17. 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

18. Consistent message – bike info stays through checkout
Parts sales increased 197%

19. Taking it mobile
• SLI search and category's
• 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

20. 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

21. 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

22. 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

23. Akamai Mobile Detect and Redirect

24. Results – 200% increase in mobile channel sales

25. 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.