Connecting Shoppers to Products to Accelerate E-Commerce Revenues

Transcription

1 Connecting Shoppers to Products to Accelerate E-Commerce Revenues David Woods Senior E-commerce Consultant March 26, 2015

2 Our Market SLI is an e-commerce acceleration provider for mid- to large-size Internet retailers and B2B sites worldwide Company Confidential

3 1000+ e-commerce sites worldwide use SLI Company Confidential

4 Real-world results 177% higher conversion rate 215% boost in revenue per visit 31% more product page views 10% sales lift from Dynamic Product Banners 11% higher conversion rates 8% higher revenue per visit 33% increase in site search use 73% revenue from site search 45% visitors use site search 25% site revenue credited to Rich Auto Complete 74% higher conversion rate with site search 47% of site revenue generated by search 45% decrease in bounce rate 175% higher conversion rates among searchers 43% of site revenue attributed to search 196% increase in AOV for customers using search 39% increase in site search conversions 45% increase in visitors using search 11% increase in overall site revenue Company Confidential

5 A suite of complementary products Search Merchandising User-generated SEO Recommendations Navigation Mobile Rich Auto Complete Dynamic Product Banners Company Confidential

6 E-commerce Site Search Why the search box should be at the centre of your e-commerce strategy Company Confidential

7 UK s No1 online pharmaceutical retailer Case studies % Of Site Traffic is using Search 6.4x greater conversion rate 53.60% Of Site revenue attributed to Sear h

8 Irelands No1 book and stationary retailer Case studies % of site Traffic is using on site search 3.44x greater conversion rate 58.11% of site revenue attributed to on site search

9 Large UK home furnishing retailer Case studies % of site Traffic is using on site search 4.22x greater conversion rate 42.30% of site revenue attributed to on site search

10 Traffic from mobile and tablet devices 50-60% traffic now coming from mobile and tablet devices

11 Site search conversion rate increases Case studies

12 Site Search Mistakes Common site search mistakes harming e-commerce revenues Company Confidential

13 Common site search mistakes zero results Every error negatively affects conversion rate

14 Common site search mistakes zero results Every error negatively affects conversion rate

15 Common site search mistakes zero results Every error negatively affects conversion rate

16 Common site search mistakes synonyms Every error negatively affects conversion rate

17 Common site search mistakes irrelevant results Every error negatively effects conversion rate

18 Common site search mistakes irrelevant results Every error negatively effects conversion rate

19 Common site search mistakes no refinements Every error negatively effects conversion rate

20 Common site search mistakes product sorting Every error negatively effects conversion rate

21 Site Search Top Tips Optimise site search and increase conversion rates Company Confidential

22 Optimise site search know your shopper More info lightweight 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 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 draped dress neutral dress lace dress 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 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 tiered dress wedding dress wedding dresses signature dress womens maxi

23 Optimise site search top search phrases More info

24 Optimise site search phrases with poor results More info

25 Optimise site search phrases with poor results More info

26 Identify trends by leveraging site search data More info

27 Identify promotions by leveraging site search data More info

28 Discover new product lines by leveraging site search data What are your customers looking for? Non book product now accounts for 10% of all sales

29 Site Search Top Tips Connect your shoppers with the products they wish to buy! Company Confidential

30 The search box make it prominent More info

31 The search box make it prominent More info

32 The search box make it prominent More info

33 Search and product suggestions Rich Auto Complete More info

34 Rich Auto Complete the results More info E-Commerce Conversion Rate Week 1 Week 2 Week 3 All Sessions 1.42% 1.63% 2.00% SLI Auto Complete - Suggestion 2.12% 2.49% 3.21% SLI Rich Auto Complete - Product 4:44% 5.07% 5.22% E-Commerce AOV Week 1 Week 2 Week 3 All Sessions SLI Auto Complete - Suggestion SLI Rich Auto Complete - Product Search Suggestion Results Suggestions have higher AOV than standard search Product Suggestions convert higher than any other search Product Suggestions have higher AOV then any other search UX is improved providing better & more enjoyable browsing experience Suggestions continue to improve due to SLI Learning

35 Rich Auto Complete the results More info

36 Spell checker Show results even when the search query is misspelled Spelling suggestions dropped from an average of 807/day to 523/day Click thrus on spelling suggestions have increased 14% Company Confidential

37 Spelling and terminology Reduce bounce rate & increase the likelihood that customers will find and buy what they want SPELLING TERMINOLOGY 37

38 Optimise the search experience intelligent search Learns from the activity of site visitors to give each shopper the most relevant results Searched: Black Dress Company Confidential

39 Contextually relevant results - intelligent search learning puts best performers first Company Confidential

40 Tune the results Promoting helps promote high-margin or sale products. Demoting is good for out-of-stock products

41 Refinements Refinements narrow down a wide selection to a targeted, manageable size Dynamic and customised to fit your data Company Confidential

42 Merchandising banners Use Campaign Banners on Search Pages to communicate, educated and drive urgency

43 Merchandising banners Use Campaign Banners on Search Pages to communicate, educated and drive urgency Company Confidential

44 Site Search Top Tips Use site search to deliver high-quality organic and paid search traffic to your site. Company Confidential

45 Leverage search data SEM

46 Drive traffic using search language Automatically creates pages optimised for keywords used in site search Proven to increase site traffic, revenue improve SEO, drive traffic & revenue Company Confidential

47 Site Champion boosts traffic by optimising long tail terms Complements your site s fat head SEO efforts with pages that rank for long-tail keyword searches Automatically-created pages Proven to increase site traffic & revenue Your SEO SLI Systems Source: Company Confidential

48 Site Champion increases traffic 26 th Jan: 2255 referrals / 178 conversions 7.89% Conversion Rate

49 Site search take aways Tips to optimise your shoppers search experience Review Top Search Terms regularly Optimise the High Traffic Search Pages Test Site performance for Search Phrase Test for misspellings and synonyms Check poor performing Search Phrases Help shoppers find products with Intelligent Suggestions and Product Links Ensure you have relevant refinements Use search data to help make other decisions (Purchasing / SEM)

50 Visit us at Stand #F81 for a free coffee and a Site Search Analysis! David Woods Senior E-commerce Consultant March 26, 2015