Closing the Loop

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  • Closing the Loop

    1. 1. Closing the Loop Integrating Site Search and Merchandising with Analytics to Increase Revenue <ul><li>Jason Purcell </li></ul><ul><li>Senior Vice President, Marketing </li></ul>
    2. 2. Endeca at a glance Page Value Hundreds of millions of dollars: increased revenue, lower costs Technology New architecture for search & information access Industry Recognition Leader by Gartner, Forrester, other analysts 250M+ end users per month $100M+ sales Based in Cambridge, MA, global sales/service offices 600+ customer accounts Solutions Leader in site search, navigation, and merchandising
    3. 3. <ul><li>of retailers think Search and Browse – based merchandising is highly effective 1 </li></ul>87% of shoppers think good search is important to a satisfying shopping experience 2 84% 1 Forrester State of Retail Online report (2008) 2 Shop.org holiday survey report (2008)
    4. 4. Agenda : 3 Key Steps to Increase Revenue <ul><li>Identify </li></ul><ul><li>Tune </li></ul><ul><li>Automate </li></ul>1 2 3
    5. 5. Identify <ul><li>Do users search, browse, or do both? </li></ul><ul><li>What are the top search terms? </li></ul><ul><li>What popular searches return few or zero results? </li></ul>Unified Reporting via WebTrends Site Search Integration 1
    6. 6. Tune 2 <ul><li>Do users search, browse, or do both? </li></ul><ul><li>What are the top search terms? </li></ul><ul><li>What popular searches return few or zero results? </li></ul>Merchandise on the search page A catalog retailer spent 80% of the time merchandising category and home pages when 90% of visits started with search.
    7. 7. Tune 2 <ul><li>Do users search, browse, or do both? </li></ul><ul><li>What are the top search terms? </li></ul><ul><li>What popular searches return few or zero results? </li></ul>Create or re-direct to Landing Pages A retailer saw a 50% increase in overall revenue by optimizing the top 100 search terms.
    8. 8. Tune 2 <ul><li>Do users search, browse, or do both? </li></ul><ul><li>What are the top search terms? </li></ul><ul><li>What popular searches return few or zero results? </li></ul>Improve Search, re-direct to another page, merchandise A media customer saw a 15% increase in search click-throughs and 20% increase in page views
    9. 9. Automate: “Closing the Loop” <ul><li>Optimizing the user experience is a critical, but time consuming, process </li></ul><ul><li>If we could automate some of this process: </li></ul><ul><ul><li>Decisions can be based on hard data rather than assumptions </li></ul></ul><ul><ul><li>Less time needed for maintenance </li></ul></ul><ul><ul><li>Faster turnaround </li></ul></ul><ul><ul><li>More freedom to innovate </li></ul></ul>3
    10. 10. Closing the Loop with WebTrends Site Search, Navigation, and Merchandising Analytics
    11. 11. “ Closing the Loop” <ul><li>Sort Options and Relevancy influenced by analytics </li></ul>
    12. 12. “ Closing the Loop” <ul><li>Sort Options and Relevancy influenced by analytics </li></ul><ul><li>Content Spotlight your most recent Top Search Terms </li></ul>
    13. 13. “ Closing the Loop” <ul><li>Sort Options and Relevancy influenced by analytics </li></ul><ul><li>Content Spotlight your most recent Top Search Terms </li></ul><ul><li>Automatically create Landing Pages for top search terms and facets </li></ul>
    14. 14. <ul><li>Sort Options and Relevancy influenced by analytics </li></ul><ul><li>Content Spotlight your most recent Top Search Terms </li></ul><ul><li>Automatically create Landing Pages for top search terms and facets </li></ul><ul><li>Dynamic Merchandising rules to feature “top” products within each user’s context </li></ul>“ Closing the Loop”
    15. 15. Demo
    16. 16. Don’t Leave Money on the Table! <ul><li>Identify key metrics around customer search behavior </li></ul><ul><li>Create landing pages for your top search terms (and facets) </li></ul><ul><li>Use dynamic merchandising to improve conversion on the long tail of results </li></ul>

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