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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
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
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1997 1999 2001 2003 2005 2007 2009 2011 2013
mNOK
We sell «the good stuff» to parents who care
Toys that work
Healthy materials that last
Toys with a pedagogical content
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
Our online store has been through 6 development stages
2002 2000 2010 2004 2008 2006 2012 2014
Get online and focus on user experience
Fix Back-‐office
Focus on user experience
Improve integraHon
E-‐Commerce complexity
In 2012/13 we faced tougher compeBBon online -‐ e-‐commerce revenue stopped growing
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2011
2012 2013
Revenue
# Orders Spending/order X
# Visits # Conversion %
User Experience Product selecHon
Cross selling
MarkeHng PR SEO
X
Revenue per week
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
* * Revenue =
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
We made search more visible and included it in the main navigaHon bar
We created a search dialog to aid the customer when searching
We tried to increase Cross selling by improving “product suggesHons” Products that fits together with… (manual linking) Similar Products (search engine driven!)
… 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% growth in Revenue -‐8,42% Revenue
… 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!
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
All product menus are search driven -‐ any click within the red marked areas will trigger a findwise search string
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
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
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