Upload
osric-powell
View
318
Download
1
Embed Size (px)
DESCRIPTION
Site search is a crucial aspect of the online retailing experience. This presentation discusses the importance of site search and how it can be used to drive conversion by showing some best practice examples and methods. By exploring the potential and benefits of site search your business will tend to see improvements in other kpi’s which can help to improve the overall performance of your website. In addition, the business will gain valuable insights into the language and behaviours of online visitors which can be used to steadily improve the user experience which is vital if you are to successfully deliver a rewarding experience to your visitors/shoppers.
Citation preview
10/17/2011
1
How to boost conversions
through relevant site search
If they can’t find it, they won’t buy it!
Presented by: Osric Powell
Sorry, no results were found!
• UK is Europe’s leading e-retail economy with sales of £70 billion forecast (2011)
• UK e-retail market grew at 18% (Jan–Aug) compared to the same period in 2010
• 37 million UK Internet shoppers (2011)
• Online Conversion Rates Drop by 55% in 5 Years as Purchasers Become Shoppers
• Average online visitor conversion rate in 2010 was 3.8%
• 30% of tablet users have used their device to shop online, compared to 25% of
smartphone users.
• Google search in August – up 26%, mobile searches up 150% year on year
• Consumers spend on average 20% more online that they do offline.
• December 2010 saw £6.8 billion of spend
• IMRG predicts that Monday 8th December will be the busiest day for etailers, with
£320m of sales. Peak web shopping times are expected between 1pm and 2pm.
• An e-commerce site converting just 1% more visitors could generate an additional
£678m in revenue.
Source: Aberdeen Research, IMRG, Econsultancy, DCMS, Verdict Consulting
Let’s set the scene
10/17/2011
2
• The single most important page on your site is the site search page.
• When people arrive at a site, 43% use the search box
• 30% of all activity on websites is search.
• Visitors who use Site Search convert better than non-searchers. Why?
• Conversion rates through site search are up to 50% higher than the average
• Best in class retailers make a big deal of their site search and merchandising
• 73% of best in class retailers have a process for disseminating results from search
to key decision makers
• 63% of laggard retailers have yet to coordinate internal search and merchandising
resources
• 58% of UK Smartphone users who search via their devices search for products
• 42% of people are deterred from shopping by poor images and product
descriptions
• 32% from poor navigation
• 26% from finding items are unavailable
Source: Marketing Sherpa, SLI Systems, Useit.com, Aberdeen Research, Google, Screen Pages
Why Site Search is so important
• Leading provider of Hosted Site Search
• Global Offices in the UK, NZ, AUS, US
• Serves more than 350 Sites
• Over a decade of site search experience
• Patented search technology
• Lightweight deployment
• Local unlimited support
• Platform independent
About Us
10/17/2011
3
• Learning Search – Helping shoppers find the most relevant,
popular items
– a hosted site search service that gets smarter the more it’s used
– Leveraging all content on your site, not just your products
• Learning Navigation – giving shoppers a consistent
shopping experience across your site
– dynamic site navigation pages that give people more
options for navigating a site
• Site Champion – helping shoppers find your products
anywhere on the web
– A user-generated SEO service that automatically optimizes pages for
search engine spiders, increasing a site’s ranking in natural searches
Tailored to fit your unique business and shopper requirements
Fast and easy to implement
Our solutions
Customers
10/17/2011
4
Partners
• Full product details
• Product Name, Category, Price
• URL
• Short Description
• URL to product image
• availability
• Product number
• Manufacturer part #
• Plus any other fields that may be of use like stock, discounted price, type
What makes a good data feed?
10/17/2011
5
• Synonyms and misspellings
• Search terms for related items
• Ratings and reviews
• Non product content
• Social media integration
• Mobile platform support
• Ability to merchandise products
• Merchandise your no results page
• Recommendations/personalisation
• Sort and refine
• Control and configurability accessible by the user
Features of a good site search solution
• ipod cables
• ipod 15gb
• 15gb ipod
• ipods 15gb
• apple i-pod
• ipod 20
• 20 ipod
• apple ipod 20gb
• 20gb apple ipod
• 20gb ipod
• ipod 20gb
• ipods 20gb
• 20gb ipods
• ipod 20g
• 20g ipod
• ipod mini
• mini ipod
• mini ipods
• ipod minis
• ipod minies
• ipods mini
• ipodmini
• apple ipod mini
• apple mini ipod
• apple ipods mini
• apple ipod minis
• mini apple ipod
• apple mini ipods
• ipod 20 gb
• 20 gb ipod
• 2285
• a 2285
• i pod minis
• i pod mini
• mini i pod
• ipod car
• ipod 40g
• 40g ipod
• ipods 40g
• gb ipod
• ipod gb
• i pod batteries
• ipod 4g
• ipods 4g
• 4g ipod
• a2285
• ipod g4
• g4 ipod
• g4 ipods
• apple ipod 20
• 20g g4
• ipod 20 click
• 20gb g4 ipod
• 20gb ipod g4
• ipod 20gb g4
• ipod g4 20gb
• 20 gb ipod 4g
• ipod 20gig
• 20gig ipod
• apple 20 gb i pod
• ipod-mini
• apple ipod 20mg
• ipod 20gb click wheel
• 20gb
• i pod
• i pods
• ipod
• ipods
• ipode
• ipod a
• ipod s
• apple
• apples
• appl
• apple ipod
• apple ipods
• ipod apple
• g4
• car adapter
• adapter car
• car adapters
• i-pod
• apple i pod
• ipod cable
Understand your visitors language
10/17/2011
6
• bridesmaid dresses
• bandage dresses
• floral shift dress
• one shoulder draped dress
• stripe dress
• shift dress
• tribal cutwork dress
• zip dress
• strapless satin pencil dress
• summer dress
• jersey dress
• midi dress
• midi dresses
• pewter dress
• beaded dress
• crochet dress
• ruffle dress
• curvaceous satin dress
• backless
• womens maxi
dress
• dress
• frock
• girls dresses
• broderie dress
• summer dress
• maxi dress
• maxi
• sale dress
• sale dresses
• pencil dress
• prom dress
• prom dresses
• evening dress
• dresses
• dress 2011
• long dress
• strapless dress
• satin dress
• long evening dress
• one shoulder dress
• dresses 2010
• neutral dress
• lace dress
• wedding dress
• wedding dresses
• signature dress
• draped dress
• knit dress
• limited edition dresses
• silk dress
• peplum lace dress
• print dress
• denim dress
• leather dress
• check dress
• floral print dress
• military dress
• sequin dress
• butterfly dress
• backless dress
• animal print dress
• formal dress
• boudoir satin dress
• diamante dress
• vintage sun dress
• everyday dress
• halterneck dress
• retro print dress
• celebration dress
• silk party dress
• beach dress
• crossover jersey dress
• tea dress
• spot dress
• limited edition dress
• funky print dress
• festival dress
• cotton dress
• mini dress
• hooded dress
• tiered dress
Understand your visitors language
Navigation
10/17/2011
7
Navigation
Navigation
10/17/2011
8
The search box
The search box
10/17/2011
9
The search box
The search box
10/17/2011
10
The search box
The search box
10/17/2011
11
The Search Box
Search suggestions in the search box
10/17/2011
12
Rich Auto Complete
Rich Auto Complete
10/17/2011
13
Search results page
Search results page
10/17/2011
14
Relevance
Relevance
10/17/2011
15
Relevance
Colour Pallet
10/17/2011
16
Keyword triggered banners
10/17/2011
17
Keyword triggered banners
Keyword triggered landing page
10/17/2011
18
Product landing page
Product Landing pages
10/17/2011
19
Sale landing page
Ratings and reviews
10/17/2011
20
Ratings and reviews
Ratings and reviews
10/17/2011
21
Non product content
Non product content
10/17/2011
22
No results pages
No results pages
10/17/2011
23
User Generated SEO
Extending your SEO
10/17/2011
24
Let’s get social
Let’s get social
10/17/2011
25
Mobile
• Work on improving user satisfaction
• Measure conversion rate & other kpi’s
• Increase the amount of people using search
• Identify what devices your visitors are using
• Continuously innovate the site and your brand
• Strive to improve the quality of your data
• Analyse the data, communicate actionable insights
• Come and see us at stand 332!
What next ?
10/17/2011
26
• Don’t make me think
• Search Patterns
• Big Book of Site Search tips
• Big Book of Navigation tips
• Always be testing
Recommended reading…
Thank You!
www.sli-systems.co.ukIf you would like a FREE Site Search Review, please sign
up at SiteSearchReview.com.
Or, if you are interested in a FREE 30 day trial
contact us at:
http://twitter.com/slisystems
http://twitter.com/osricp
Question time