[Pubcon 2010] eCommerce Optimization: Does Your Site Search Stink?

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

November 2010 Does Your Site Search Stink? | PubCon 2010 3

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…


RETAILER #1

11% Searched $100 AOV 29% of Sales


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…”


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…

3


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?


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?


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


CHOOSING A PROVIDER


SEARCH PAGE DESIGN - “SHOES”


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


CONFIGURING YOUR SEARCH

Subdomain

Filtered Navigation

Canonical Issues

Robots.txt

PPC Landing Pages


SEO CHALLENGES & OPPORTUNITIES


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

[Pubcon 2010] eCommerce Optimization: Does Your Site Search Stink?

Technology

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