ecommerce expo london 2011

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

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• 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

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• 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

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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?

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• 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

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• 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

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Navigation

Navigation

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The search box

The search box

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The search box

The search box

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The search box

The search box

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The Search Box

Search suggestions in the search box

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Rich Auto Complete

Rich Auto Complete

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Search results page

Search results page

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Relevance

Relevance

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Relevance

Colour Pallet

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Keyword triggered banners

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Keyword triggered banners

Keyword triggered landing page

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Product landing page

Product Landing pages

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Sale landing page

Ratings and reviews

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Ratings and reviews

Ratings and reviews

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Non product content

Non product content

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No results pages

No results pages

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User Generated SEO

Extending your SEO

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Let’s get social

Let’s get social

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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:

sales@sli-systems.com

http://twitter.com/slisystems

http://twitter.com/osricp

Question time