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25. April 2016
WER SUCHT, DER FINDET...
Shop-Personalisierung über die
Suchfunktion optimieren
2"
EPOQ E-SERVICES
zur Agenda
IHRE MODERATORIN & REFERENTEN
Christine Baranowski & Erdal Yildiz
Konzeption/UI Design & Sof...
3"
GUIDED SELLING
WAS SIE ERWARTET:
Warum wollen wir die Shop Suche
optimieren?WHY
Wie optimieren wir gezielt?
Was ist neu...
4"
GUIDED SELLING
WHY?
ABSPRUNGRATE
BEDÜRFNISSE & ZUFRIEDENHEIT
ABVERKAUFSSTRATEGIE
5"
GUIDED SELLING
HERAUSFORDERUNGEN IM E-COMMERCE
der User nutzen
ausschließlich die Suche,
um Produkte zu finden.1
Suchnut...
6"
GUIDED SELLING
HERAUSFORDERUNGEN IM E-COMMERCE
verlassen den Online-Shop nach erfolgloser
Suche, obwohl das Produkt vor...
7"
GUIDED SELLING
zur Agenda
HOW?
1) SUCHVERHALTEN ANALYSIEREN
3) KONFIGURATION & PRODUKTDATEN
2) KAMPAGNEN
8"
GUIDED SELLING
zur Agenda
HOW?
1) SUCHVERHALTEN ANALYSIEREN
9"
GUIDED SELLING
zur Agenda
HOW?
2) KAMPAGNEN
KAMPAGNEN- & BACKEND-TOOLS
THESAURUS – SEMANTISCHE ERWEITERUNG
Suchergebnismenge für BEIDE Begriffe
addieren
Suchergebnism...
KAMPAGNEN- & BACKEND-TOOLS
KAMPAGNEN- & BACKEND-TOOLS
KAMPAGNEN- & BACKEND-TOOLS
ERGEBNISMANAGEMENT – PRODUKTE PRIORISIEREN
Spezifische Produkte oben im
Suchergebnis anzeigen
Un...
KAMPAGNEN- & BACKEND-TOOLS
KAMPAGNEN- & BACKEND-TOOLS
KAMPAGNEN- & BACKEND-TOOLS
LINK FINDER – LANDING PAGES VERLINKEN
Link anzeigen oder unmittelbar
weiterleiten
Interne oder ...
KAMPAGNEN- & BACKEND-TOOLS
KAMPAGNEN- & BACKEND-TOOLS
KAMPAGNEN- & BACKEND-TOOLS
BANNER – MARKEN, TRENDS... HERVORHEBEN
Auf Landing Page weiterleiten
Start- und Enddatum festle...
KAMPAGNEN- & BACKEND-TOOLS
KAMPAGNEN- & BACKEND-TOOLS
22"
GUIDED SELLING
zur Agenda
HOW?
3) KONFIGURATION & PRODUKTDATEN
KAMPAGNEN- & BACKEND-TOOLS
FOLLOW UP – TOLERANZ
KAMPAGNEN- & BACKEND-TOOLS
FOLLOW UP – FACETTEN FILTER
KAMPAGNEN- & BACKEND-TOOLS
KAMPAGNEN- & BACKEND-TOOLS
FOLLOW UP – SORTIERUNG
KAMPAGNEN- & BACKEND-TOOLS
KAMPAGNEN- & BACKEND-TOOLS
FOLLOW UP – GEWICHTUNG
VIELEN"DANK."
Thorsten Mühling
Geschäftsführer
epoq internet services GmbH
Am Rüppurrer Schloß 1
D-76199 Karlsruhe
Tel.: +...
VIELEN"DANK."
Thorsten Mühling
Geschäftsführer
epoq internet services GmbH
Am Rüppurrer Schloß 1
D-76199 Karlsruhe
Tel.: +...
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Webinar: Shop-Personalisierung über die Suchfunktion optimieren (25.04.2016)

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In dieser Webinar-Präsentation erfahren Sie, welche Einstellungen im Steuerungs-Tool einer Personalisierungs-Software vorgenommen werden können, um über die Suchfunktion einen höheren Personalisierungsgrad zu erzielen.

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Webinar: Shop-Personalisierung über die Suchfunktion optimieren (25.04.2016)

  1. 1. 25. April 2016 WER SUCHT, DER FINDET... Shop-Personalisierung über die Suchfunktion optimieren
  2. 2. 2" EPOQ E-SERVICES zur Agenda IHRE MODERATORIN & REFERENTEN Christine Baranowski & Erdal Yildiz Konzeption/UI Design & Softwareentwicklung Jasmina Hrustanovic Marketing Manager
  3. 3. 3" GUIDED SELLING WAS SIE ERWARTET: Warum wollen wir die Shop Suche optimieren?WHY Wie optimieren wir gezielt? Was ist neu bei der epoq Suche? Attributgewichtung & Gestaltung... HOW NEW
  4. 4. 4" GUIDED SELLING WHY? ABSPRUNGRATE BEDÜRFNISSE & ZUFRIEDENHEIT ABVERKAUFSSTRATEGIE
  5. 5. 5" GUIDED SELLING HERAUSFORDERUNGEN IM E-COMMERCE der User nutzen ausschließlich die Suche, um Produkte zu finden.1 Suchnutzer haben eine 6-8x höhere Conversion Rate im Vergleich zu Nicht- Suchnutzern2 80% 1 http://www.ecommerce-leitfaden.de/download/ECL/E-Commerce-Leitfaden.pdf 2 http://www.ecommerce-alive.com/themen/motion/onsite-suche-im-ecommerce/
  6. 6. 6" GUIDED SELLING HERAUSFORDERUNGEN IM E-COMMERCE verlassen den Online-Shop nach erfolgloser Suche, obwohl das Produkt vorhanden ist.130% 1 http://www.ecommerce-leitfaden.de/download/ECL/E-Commerce-Leitfaden.pdf 3 http://www.siliconvalleyblog.de/blog/2010/08/23/ses-2010-battle-hymn-of-the-searchengines/ 4 https://www.prestashop.com/blog/de/4-grundlegende-tipps-zur-verbesserung-ihrer-on-site-suchmaschine/ 90% der Nutzer sind über lange Suchzeiten frustriert.3 verlassen den Online-Shop sofort, wenn die Suche nicht das Ergebnis liefert, das sie suchen.4 95%
  7. 7. 7" GUIDED SELLING zur Agenda HOW? 1) SUCHVERHALTEN ANALYSIEREN 3) KONFIGURATION & PRODUKTDATEN 2) KAMPAGNEN
  8. 8. 8" GUIDED SELLING zur Agenda HOW? 1) SUCHVERHALTEN ANALYSIEREN
  9. 9. 9" GUIDED SELLING zur Agenda HOW? 2) KAMPAGNEN
  10. 10. KAMPAGNEN- & BACKEND-TOOLS THESAURUS – SEMANTISCHE ERWEITERUNG Suchergebnismenge für BEIDE Begriffe addieren Suchergebnismenge EINES Begriffs um die eines anderen erweitern Suchergebnismenge EINES Begriffs durch einen anderen ersetzen Unerwünschte Suchergebnismenge eines ähnlichen Begriffs ausschließen SYNONYME ALTERNATIVE REPLACE EXCLUDE
  11. 11. KAMPAGNEN- & BACKEND-TOOLS
  12. 12. KAMPAGNEN- & BACKEND-TOOLS
  13. 13. KAMPAGNEN- & BACKEND-TOOLS ERGEBNISMANAGEMENT – PRODUKTE PRIORISIEREN Spezifische Produkte oben im Suchergebnis anzeigen Unerwünschte Suchergebnisse ausblenden PRIORISIEREN AUSSCHLIESSEN
  14. 14. KAMPAGNEN- & BACKEND-TOOLS
  15. 15. KAMPAGNEN- & BACKEND-TOOLS
  16. 16. KAMPAGNEN- & BACKEND-TOOLS LINK FINDER – LANDING PAGES VERLINKEN Link anzeigen oder unmittelbar weiterleiten Interne oder externe Verlinkung, z.B. auf Content oder Company Seiten Toleranz: Fuzzy, contains, starts/ends with IN-/DIREKTER LINK BELIEBIGE ZIEL URL OPTIONEN
  17. 17. KAMPAGNEN- & BACKEND-TOOLS
  18. 18. KAMPAGNEN- & BACKEND-TOOLS
  19. 19. KAMPAGNEN- & BACKEND-TOOLS BANNER – MARKEN, TRENDS... HERVORHEBEN Auf Landing Page weiterleiten Start- und Enddatum festlegen Toleranz: Fuzzy, contains, starts/ends with Alternatives Suchergebnis anzeigen ZIEL URL GÜLTIGKEIT OPTIONEN ALTERNATIVE SUCHE
  20. 20. KAMPAGNEN- & BACKEND-TOOLS
  21. 21. KAMPAGNEN- & BACKEND-TOOLS
  22. 22. 22" GUIDED SELLING zur Agenda HOW? 3) KONFIGURATION & PRODUKTDATEN
  23. 23. KAMPAGNEN- & BACKEND-TOOLS FOLLOW UP – TOLERANZ
  24. 24. KAMPAGNEN- & BACKEND-TOOLS FOLLOW UP – FACETTEN FILTER
  25. 25. KAMPAGNEN- & BACKEND-TOOLS
  26. 26. KAMPAGNEN- & BACKEND-TOOLS FOLLOW UP – SORTIERUNG
  27. 27. KAMPAGNEN- & BACKEND-TOOLS
  28. 28. KAMPAGNEN- & BACKEND-TOOLS FOLLOW UP – GEWICHTUNG
  29. 29. VIELEN"DANK." Thorsten Mühling Geschäftsführer epoq internet services GmbH Am Rüppurrer Schloß 1 D-76199 Karlsruhe Tel.: +49 (0) 721 89 334-101 Fax.: +49 (0) 721 89 334-199 Mail: muehling@epoq.de Web: www.epoq.de „Nur was der Besucher findet, kann er auch kaufen!“ „The box isn‘t limited to search [...] it‘s a communicator [...] it links design, engineering and marketing.“ 1 http://www.ecommerce-leitfaden.de/download/ECL/E-Commerce-Leitfaden.pdf 2 http://www.ecommerce-alive.com/themen/motion/onsite-suche-im-ecommerce/
  30. 30. VIELEN"DANK." Thorsten Mühling Geschäftsführer epoq internet services GmbH Am Rüppurrer Schloß 1 D-76199 Karlsruhe Tel.: +49 (0) 721 89 334-101 Fax.: +49 (0) 721 89 334-199 Mail: muehling@epoq.de Web: www.epoq.de 11.05.2016 | 11:00 Uhr epoq Produktvorstellung: Personalisierte Onsite Empfehlungen WEITERE WEBINARE

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