Magento Forum Sydney, November 7th 2013 Preparing your Online Store for Christmas Location: Sydney, Australia Presented By: Mark Brixton, Country Manager APAC, SLI Systems Currently using Magento and SLI Systems and want to learn more about how to customise, or enhance your online business for Christmas? Review this presentation to learn how you can get the most out of your eCommerce partners during the peak retail season. Focus: “Preparing your Online Store for Christmas”

1. Christmas eCommerce Tips
Search and Merchandising for the Festive Season
Presented By:
Mark Brixton
Country Manager – APAC
mark.brixton@sli-systems.com

2. ABOUT SLI SYSTEMS
We Love to Search

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. A Snapshot of Australia’s eCommerce Landscape
BY THE NUMBERS

5. Number Crunch
• $37 Billion AUD (2013 Projected) VS $27 Billion AUD in 2010 Spent Shopping Online (1)
• 94% of Australia Population Have Access to the Internet (1)
• Average Spend Per Online Consumer is Over $2,000AUD Per Annum (1)
• > 50% of Australian Consumers Shop from Australian eCommerce Sites (1)
• Most Popular Categories are Travel and Accommodation, Music and
Entertainment, Clothes and Jewellery (1)
• Australia Has One of the Highest Smartphone Adoption Rate in the World – 65% of
Australians Own a Smartphone (2)
• 41% of Smartphone Users Have Purchased a Product on Their Smartphone (2)
(1) Source: eConsultancy Report, Analysis of AU eCommerce Statistics 2012
(2) Source: IPOS MediaCT Our Mobile Planet: Australia 2013
SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

6. Improve Your Revenues By Improving Your Site Search
THE DIRT ON SEARCH

7. Bad Search vs Good Search
I Just Want Pants
•
Bad Search
•
Good Search
SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

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. 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. Ensure You Measure Success
Understand How You are Tracking Against Your Objectives:
• 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. A CLOSER LOOK

12. Why Adore Beauty Approached SLI Systems
Adore Beauty Approached SLI Systems in 2012 in Need of a Site Search Solution
•
Business Problem: Users couldn’t find quickly enough what they were looking for in Adore Beauty’s large
inventory, negatively impacting conversion rates. Adore Beauty wanted to ensure users were able to quickly find
what they were looking for and to allow users to easily filter their search results.
•
Adore Beauty 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 SEARCH – THE KEY TO INCREASED CONVERSIONS

13. Solution Found
• Rich Auto Complete Ensures Access to Products Directly from the Search Box
• 33% of Searchers Use RAC
• Conversion Rate 2 X Higher
• AOV 17% Higher
SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

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. Search Responsiveness
•
•
•
•
Multi-Faceted Search Refinements
Search Suggestions
Articles
Social
Users can multi-select their refinements to quickly refine results. They can search by:
•
•
•
•
•
Price Range
Brand
Type
Category
Sub-Category
SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

16. No Results Page
SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

17. Non-Product Content
SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

18. 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

19. Prepare for the Silly Season
EXCEL: BE AN ECOMMERCE ELF

20. Plan Your Digital Marketing Strategy for Christmas
• Retailers Predict 11 – 20% Increase in Christmas Spending for 2013, eCommerce and
Mobile Being the Major Drivers for Growth (1).
• Consumers are Bombarded with Messaging Pre-Christmas; Craft an Effective Marketing
Strategy to Drive Sales:
-
GET THEIR ATTENTION – Create Buzz with Unique Offers and Bold Headlines.
-
URGENCY – Be Clear About Dates and Deadlines for Offers, Don’t Extend Them,
Encourage Users to Buy Now. If the Campaign is Successful Repeat It.
-
VALUE – Customers Want to See Value During the Christmas Period, Offers Need to
Be Aggressive.
-
LEVERAGE ALL CHANNELS – Ensure Your Christmas Online Retail Strategy
Extends Across Social Media Platforms and Marketplaces (If Applicable).
(1) Source: Retail Touchpoints August 2013
SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

21. Optimise Search Merchandising for Christmas
• Gain Insights for your Site Search Data, Review Search Queries:
-
Which Searches Are Popular?
-
Are Users Searching for Products You Don’t Offer?
-
Are Users Seeing “No Results” Pages for Top Searches?
• Landing Pages for Christmas Products – Promote Your Merchandise and Glean Insights
into Popular Products.
• Gift Finders – Establish Refinements to Allow a User to Define a Set of Criteria for
Purchase, e.g. Price, Recipient (Mum, Dad, Sister, Brother).
• Branding Banners, Ribbon Overlays and Integration of Social Media Can Increase
Conversions.
SITE SEARCH – THE KEY TO INCREASED CONVERSIONS