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David Woods SLI Systems Looking Ahead Seminar
This document summarizes a presentation about optimizing e-commerce site search. It discusses the value of the search box, understanding customer search terms and intent, using analytics to improve search and product listings, testing different search experiences, and ensuring search results are relevant. The goal is to connect customers to the right products to accelerate online sales.
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David Woods SLI Systems Looking Ahead Seminar
- 1. Accelerate e-commerce by connecting shoppers to products David Woods, Sales Director eCommerce & Omni-channel Experience
- 2. Agenda 1. Valueof the search box 2. Understanding the customer language 3. Searchandising using analytics 4. Reporting case studies 5. Importance of relevance 6. Testing 2
- 3. 3 Some ofour UK based clients…
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- 5. Searchers are yourmost valuable shoppers *Based on analytics data for 200+ retailers 5 11% higher 3x greater 6 Min. longer Searchers vs. non-searchers* $11.09 w/ search $4.62 w/o search 7 more Pages Per Visit
- 6. 6 Importance ofSite Search https://econsultancy.com/reports/ecommerce-platforms-buyers-guide Site search functionality was rated as critical by 56% of companies… just 21% rated their current solution as good Why? They have buying intent They are in late stage buying mode They are loyal They have come as a result of a campaign
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- 8. The Search Box 8 25% increase in usage £11k extra searches £34k potential increase p/m
- 9. Search Box WentFrom… 9 And more importantly included this…
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- 11. Key Search Reports& Insights 11 Advanced, Real-Time Reporting Insight into users’ needs Wide range of controls for fine tuning What visitors are looking for, what they are finding and not finding Category-based reporting
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- 13. 13 Know YourShopper
- 14. 14 Rank Phrase Avg. Daily Searches 1 plasterboard 420 2 fence post 368 3 doors 329 4 decking 329 5 radiators 305 6 gravel 290 7 fencing 264 8 bricks 256 9 skirting board 243 10 timber 241 11 lighting 229 12 cement 219 13 paint 205 14 gates 189 15 sheds 184 16 plywood 183 17 sand 183 18 laminate flooring 182 19 worktop 181 20 door handles 174 Review Search Terms Identify new opportunities Optimize High Traffic Pages
- 15. 15 Rank Product Average daily Clicks 1 Bark Chippings 78 2 Multi-Purpose Compost 76.65 3 Pea Shingle 75.41 4 Slotted Concrete Fence Post 70.48 5 Deck Board 2.4m 68.88 6 Featheredge Boards 68.72 7 Timber Loft Ladder and Hatch 63.1 8 Acrylic Sheet 61.52 9 Top Soil 60.87 10 Fence post 60.25 Conversions What’s actually being click on? Focus on where the traffic is Most Viewed Pages
- 16. 16 More mobilephones / fancy dress? (need to carry the product?) Better refining options for broad searches? It’s actually named something else? (sneakers / trainers) Rank Phrase Number of Results Avg. Searches per Day 1 gifts 535 88.25 2 mobile phones 0 84.25 3 play suit 54 72.29 4 cards 25 59.35 5 swimwear 84 56.37 6 fancy dress 0 54.96 7 sneakers 3 46.35 8 hair accessories 2 40.47 9 purple shoes 28 40.11 Searches with Poor Results
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- 20. 20 Redirects 40% Reduction in bounce rate
- 21. Never Offer Visitorsa Dead End 21 1% of people exit poor search on the site
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- 24. 24 Check Spelling Spelling suggestions dropped from an average of 807/day to 523/day Click thrus on spelling suggestions have increased 14%
- 25. Site Search Insights Fifty Shades 50 fifty shades of grey Exclusive distributor of an official line of 50 Shades of Grey products!
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- 27. 27 Rich AutoComplete Text Suggestions – Conversion Rate 24% AOV increase £3.66 Product Suggestions – Conversion Rate 29.5% AOV increase £5.40
- 28. 28 Importance ofRelevance
- 29. 29 Importance ofRelevance
- 30. 30 Search resultsneed to be Relevant Search Query: Black dress vs.
- 31. 31 Result Accuracy Top 5 product 76% 1 2 3 4 5
- 32. 32 Chemist DirectSell These…
- 33. 33 Taking controlof the Results Search for “Johnson’s”
- 34. 34 Price Lowto High
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- 36. 36 Boden –dynamic refinements Age, Size, Height, Shape refinements http://clothing.boden.co.uk/search#w=womens%20red%20skirt&asug=&view=normal
- 37. 37 Test, Test,Test Grid Vs List Test Yearly increase in revenue ~ £250,000 increase in usage Grid views spend £4.47 more than list viewers Increase in revenue of ~£21,000 per month
- 38. 38 Test, Test,Test Infinite Scroll & Floating Search
- 39. 39 Search onMobile Show search box prominently Offers refinements with a drop down menu Relevance even more important
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- 41. Site Search Critiquehttp://sitesearch.sli-systems. com/Site-Search-Critique.html Live Web Demo http://sitesearch.sli-systems.com/Request-Demo.html 41
- 42. Thank You DavidWoods David.woods@sli-systems.com