[pubcon 2010] ecommerce optimization: does your site search stink?
TRANSCRIPT
Does Your Site Search Stink?
(or how you lost an extra million dollars in sales)
Ethan Giffin, CEOGroove Commerce
November 2010
Does Your Site Search Stink? | PubCon 2010 2November 2010
ABOUT GROOVE COMMERCE
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.
Services include:
• eCommerce website design• Pay per click (PPC) management• Search engine optimization (SEO)• eCommerce site analysis• Conversion consulting• Email marketing• Social Media
2400 Boston Street, Suite 320, Baltimore, Maryland 21224
www.groovecommerce.com800.564.9826
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WHAT DO WE THINK ABOUT SITE SEARCH?
“Straight Cash, Homey”- Randy Moss
Does Your Site Search Stink? | PubCon 2010
These Visitors Want to Engage!
Conversion Rate 3-5x Higher
Average Order Value (AOV) 25-50% Higher
Much Easier to Double Conversion
Most Retailers Never Look Under the Hood
Recent Client - 6 of Top 10 Terms ‘$0’ Revenue
Let’s Look…
November 2010
WHY OPTIMIZING SITE SEARCH MATTERS?
4
100,000 Monthly Visitors
2,500 Orders / 2.5% CR
Average Order Size - $80
40% Average Gross Profit
Those Who Searched?
That’s a 6.5% Conversion Rate…
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RETAILER #1
11% Searched $100 AOV 29% of Sales
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HOW CAN THIS IMPACT SALES?
Much Easier to Go From 6.5% to 10%
Than 2.5% to 3.5%...
6.5% - $72,500 Sales
8.5% - $93,500 Sales
10% - $110,000 Sales
Only 4 Out of Top 10 Terms Produced Sales!
1 of the 4 Was “Search…”
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EXAMPLE #1 - “GARMIN”
1. Need to Reiterate Search Phrase
2. Better Product Merchandising
3. Create Filtered Navigation
2
1
Products vs. Category vs. Brand
vs. Content…
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Does Your Site Search Stink? | PubCon 2010 8November 2010
EXAMPLE #2 - “GARMEN”
1. Did You Mean? For Most Brand Terms
2. Good Display of Top Products
3. Top Content & Buyers Guides
2
1
Not Great - But Could Save the Sale…
3
How Do We FixOur Site Search?
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November 2010 10
STEPS TO OPTIMIZING YOUR SEARCH
Choosing a Provider
Design
Analytics
Ongoing Review
Configuration
Does Your Site Search Stink? | PubCon 2010
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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SITE SEARCH ANALYTICS
Don’t Try to Build this Yourself!
Hosted Subdomain vs API
Universal Search• Commerce x Content x Community
Filtered Search
Spelling & Synonyms
Autocomplete
Reporting
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CHOOSING A PROVIDER
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SEARCH PAGE DESIGN - “SHOES”
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SEARCH PAGE DESIGN - “FOOTJOY”
The Data Feed
Attributes
Your Search Box
Did you Mean? / Spelling
Synonyms• Unidirectional > vs. Bi-directional =
Direct Hits & Boosting
No Results Page
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CONFIGURING YOUR SEARCH
Subdomain
Filtered Navigation
Canonical Issues
Robots.txt
PPC Landing Pages
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SEO CHALLENGES & OPPORTUNITIES
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THANK YOU!
• Got Questions?• Search Whitepaper Next Week• Twitter: @Opie• Find me on LinkedIn• Grab Me at the Bar!• Magento Tweetup 6:30 Ra Sushi
Ethan E. GiffinFounder & CEO
[email protected] ext.708
Does Your Site Search Stink? | PubCon 2010November 2010 18