The document details a webinar hosted by Groove Commerce and Searchspring focused on improving eCommerce site search to enhance user experience and increase conversion rates. It discusses strategies for optimizing site search, including the use of analytics, advanced search features like Intellisuggest, and the importance of engaging visitors to boost sales. The webinar highlights the significant impact of effective site search on conversion rates and average order values for eCommerce retailers.

1. Evolving eCommerce:
ECOMMERCE SITE SEARCH:
The Magento eCommerce Forum
IMPROVING THE USER EXPERIENCE
FOR INCREASED CONVERSION
OCTOBER 2012

2. Ethan Giffin Scott Zielinski Mack McGee
CEO CEO VP Sales & Marketing
Groove Commerce SearchSpring Groove Commerce
Panelist Panelist Host
October 2012 Webinar | eCommerce Site Search: Improving the User Experience for Increased Conversion
Magento SEO 2

3. Our goal is to bridge the gap between
marketing and technology and deliver a
user-friendly, high converting product to
each one of our clients.
www.groovecommerce.com
Services include: 800.564.9826
• Website Design @GrooveCommerce
• Magento Development & Integration
• Inbound Marketing Services
• Social Media Marketing
• Pay Per Click Management
• Search Engine Optimization
• Email Marketing
• Site Analysis
• Conversion Consulting
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4. SearchSpring specializes in site search and
site navigation optimization. Our
innovative team of engineers constantly
create new features to improve your
customers shopping experience. www.searchspring.net
888.643.9043
Services include: @SearchSpring
• Advanced site search
• Category navigation
• Rich auto complete
• IntelliSuggest
• Mobile site search
• Automated SEO
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5. POLL #1
Why Magento?
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6. • Why Search Matters
• Turn Your Visitors into Buyers
• Analytics to Think About
• Drive More Qualified Traffic to Your Site
• Q&A
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7. Encourage Engagement
Increase Conversions
Boost Average Order Value
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8. • These Visitors Want to Engage!
• Conversion Rate 300-500% Higher
• Average Order Value (AOV) 25-50% Higher
• 60% of Retailers Say 2nd Easiest to Grow Sales*
• Yet Most Retailers Never Look Under the Hood
• Recent Client - 6 of Top 10 Terms ‘$0’ Revenue
• So What are the Options…
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9. • 100,000 Monthly Visitors
• 2,500 Orders / 2.5% CR
• Typical Average Order Value - $80
• 11% of Visitors Used Search
• Of Those that Searched?
29% of
6.5% CR } $100 AOV }
Sales
• That’s 715 Orders Just from Site Search!
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10. • Much Easier to Go From 6.5% to 10%
• Than 2.5% to 3.5%...
• 6.5% - $71,500 Sales
• 8.5% - $93,500 Sales (+ $22,000)
• 10% - $110,000 Sales (+ $38,500)
• 43% Type ‘Category Name’ into Box*
• Only 4 Out of Top 10 Terms Produced Sales!
• 1 of the 4 Was “Enter Your Search Here…”
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11. • Magento / Out of the Box
• Solr
• Custom Built
• 3rd Party
• SearchSpring IntelliSuggest
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12. TOP SITE SEARCH STRATEGIES
TO ENSURE CUSTOMER RETENTION
Why Magento?
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13. • What is IntelliSuggest Learning Search
• How Does it Work on Your Website?
Improve
relevancy of
results with
IntelliSuggest
Learning
Search
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14. Searched
vs. Clicked
Purchases
Products
With Other
Viewed
Products
Better
Tracking
Products
Products Viewed
Purchased With Other
Products
Products
Added to Products
Cart With Added to
Other Cart
Products
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15. What We Do With This Data:
1. Elevate search results. This allows your
search results to become smarter over time.
2. Show product recommendations. We typically
see a 300% increase in conversion.
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16. A customer searches for “Levi’s in July
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17. The same customer searches “Levi’s” in January
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18. What Just Happened?
• IntelliSuggest analyzed changes in what
customers were viewing and purchasing due to
changes in seasonality
• The search and category pages then re-ranked the
display of products to ensure the most popular/
highest converting products gravitated to the top
of results
• Improved relevancy for customers
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20. • Create filters based on unique product
attributes
• Add functionality and design to filters
• Provide more information to customers
with social plug-ins, ratings and reviews,
compare, and quick views
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25. Taking The Guess Work
Out of Search
• Display search
suggestions and
product images
• 1/3rd of customers
who search will click
on a product image
• Customer goes
directly to a product
page, eliminating a
step in the conversion
process
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26. POLL #2
Why Magento?
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27. ANALYTICS TO THINK ABOUT
Why Magento?
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28. Analytics
Ongoing Choose Your
Review Path
Configuration Design
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29. • Make Sure Google Analytics Tracks Search
• Top 100 Searches
• Top 100 Searches with No Revenue
• Top 100 Searches with No Results
• Similar Product Called Something Else?
• Missing Important Words from
Descriptions?
• Do You Not Currently Sell this Product?
• Last Years or Discontinued Models?
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33. 1. Popular Search
Terms / Cloud
2. Perform Another
1 Search or Call for
Assistance
2 3. Show 3-9 Best
Sellers / Buyers
Guides
3
Help the Visitor
Get Back on Track!
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34. DRIVE MORE QUALIFIED TRAFFIC
TO YOUR SITE
Why Magento?
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35. Additional services to optimize site search
include:
• Automated SEO
• Mobile Search
• Facebook Catalog Integration
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36. Accomplished By:
• Leveraging data from IntelliSuggest to power our
automated SEO cloud
AND
• Decrease bounce rates through improved relevancy
and increased engagement, boosting organic SEO
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37. 1. IntelliSuggest identifies the most popular site
search queries
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38. 2. Unique landing pages to optimize these
keywords are automatically created
3. Search engine spiders crawl and index
these pages optimizing keywords
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39. Results
Potential
customers
search these
same terms
within Google,
Yahoo, and Bing
The
optimization of
unique/long tail
search queries
gain significant
search engine
rank
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40. Bounce Rate Defined - The percentage of
single-page visits or visits in which the
person left a site from the entrance
(landing) page
More simplistically - Google directs user to
a site and user clicks back without
engaging with any aspect of the site
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41. As a Result of Encouraged Engagement Using:
AutoComplete
Customizable Multi-Select Filters
Improved Design
Improved Relevancy
Social Links
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42. POLL #3
Why Magento?
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43. Questions? Contact Us
info@groovecommece.com | (888) 924-1951
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