How Enterprise Search and Search Solutions enhance E-commerce solutions - Case. Findability Day 2014

1. Findability day
Copenhagen
11.
September
2014

2. This is the story about Sprell’s investment in
search
• Its not technically advanced
• Its not big in terms of users
• Its not ground breaking in its consept…
…But it is case where the effects of improved
search has been quanBfied

3. Sprell is a small family business selling
quality toys offline and online to Norwegian
19 years -­‐ 7 shops -­‐ online
sales since 2000 -­‐ leading in our
niche -­‐ double digit growth –
6M Euro 2013 – target 10M Euro
in 2016
70,00
60,00
50,00
40,00
30,00
20,00
10,00
-
mNOK
1997 1999 2001 2003 2005 2007 2009 2011 2013

4. We sell «the good stuff» to parents who care
Toys
that
work
Healthy
materials
that
last
Toys
with
a
pedagogical
content

5. Our online store has been through 6 development stages
Get
closer
to
the
customer
User
Experience
revisited
Search
Mobile
MulHchannel
retail
Understand
how
to
market
online
Learn
online
markeHng
Understand
what
is
important
for
us
Explore
Social
Media
AdverHse
wisely
Mail
Take
care
of
our
brand
and
be
relevant
Get
up
and
running
E-­‐Commerce
complexity
Get
online
and
focus
on
user
experience
Fix
Back-­‐office
Focus
on
user
experience
Improve
integraHon
2000
2002
2004
2006
2008
2010
2012
2014

6. In 2012/13 we faced tougher compeBBon online
-­‐ e-­‐commerce revenue stopped growing
2011
2012
2013
0000
0004
0008
0012
0016
0020
0024
0028
0032
0036
0040
0044
0048
0052
0056
0060
0064
0068
0072
0076
0080
0084
0088
0092
0096
0100
0104
0108
0112
0116
0120
0124
0128
0132
0136
0140
0144
0148
0152
0156
Revenue
#
Orders
X
Spending/order
#
Visits
#
Conversion
%
User
Experience
Product
selecHon
Cross
selling
MarkeHng
PR
SEO
X
Revenue
per
week

7. Summer 2013 a relaunch project was launched to restart growth
-­‐ Three issues to fix idenBfied
Improve
organic
Google
search
findability
(SEO)
Increase
conversion
rate
Increase
value
of
shopping
basket
Traffic
Conversion
rate%
Value
*
*
=R
evenue
Fix
URL
issue
and
modernize
technical
pladorm
Improve
internal
search
Improve
cross
selling
through
product
suggesHons
(ASP-­‐>.Net)
Findwise
Solr.
Search
engine
Redesign
user
experience

8. We
made
search
more
visible
and
included
it
in
the
main
navigaHon
bar
We
created
a
search
dialog
to
aid
the
customer
when
searching

9. We
created
a
search
dialog
to
aid
the
customer
when
searching
Pink

10. We
tried
to
increase
Cross
selling
by
improving
“product
suggesHons”
Products
that
fits
together
with…
(manual
linking)
Similar
Products
(search
engine
driven!)

11. … the project gave immediate results
8
weeks
of
Christmas
shopping
in
2012
(orange)
and
2013
(blue)
New
web
site
launched
20.
November
2013
+32,28%
-­‐8,42%
Revenue
growth
in
Revenue

12. … and the results seems to last over Bme
10
months
with
an
average
of
22%
growth
in
conversion
rate
Investment
paid
back
in
approx.
7
months!

13. SEO has had a significant impact on traffic
-­‐ and opened for reducing adwords spending
8
weeks
of
christmas
shopping
in
2012
and
2013
Overall
traffic
up
16%
Google
/
organic
up
133%
Google
/
paid
down
22%
Direct
traffic
up
12%
Organic
traffic
cost
savings

14. All product menus are search driven
-­‐ any click within the red marked areas will trigger a findwise search string

15. An example: -­‐ User click on Leker/babyleker
Search
string
that
is
launched:
hop://ss01.sprell.no:8080/searchws/ident/sprell/searcher/jellyfish/search.json?
category_h=leker%20%20§%20babyleker%20%20&category_menu=leker%20%20&q=*:*
Result
returned
in
JSON
format
Fast
response

16. A search driven site has important advantages
-­‐ and some disadvantages
• “Very
fast…just
incredible
fast,
impossible
to
make
the
product
menus
working
that
fast
with
tradiHonal
SQL
queries”
(quote
from
our
developer
at
Kingspoint
AS)
• “To
build
the
facet
menu
and
do
the
sorHng
in
the
product
lisHng
pages
with
tradiHonal
SQL
would
be
very
complicated
and
costly.”
(quote
from
our
developer
at
Kingspoint
AS)
• Increased
complexity
with
more
specialists
involved
both
in
development
and
maintenance
• Slightly
less
control
when
publishing
products,
since
more
of
the
site
content
is
automated
(sorHng,
prioriHzing
of
products,
etc..)
The
search
driven
site
approach
made
it
possible
to
relaunch
the
site,
without
replacing
the
back-­‐end,
resulHng
in
significant
cost
savings
and
shorter
development
Hme

17. Summary
• ImplemenHng
a
professional
internal
search
put
Sprell.no
back
on
track
in
terms
of
growth
• The
investment
had
a
payback
Hme
of
approximately
7
months
• The
search
driven
site
approach:
• has
prolonged
the
lifeHme
of
our
old
back-­‐office
soluHon
with
2-­‐3
years
• helped
solving
the
SEO
issue
in
a
fast
and
cost
effecHve
way