Closing the Loop
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Closing the Loop Integrating Site Search and Merchandising with Analytics to Increase Revenue Jason Purcell Senior Vice President, Marketing
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Transcript of Closing the Loop
Closing the LoopIntegrating Site Search and Merchandising with Analytics to Increase Revenue
Jason PurcellSenior Vice President, Marketing
Endeca at a glance
ValueHundreds of millions of dollars: increased
revenue, lower costs
TechnologyNew architecture for search &
information access
Industry RecognitionLeader by Gartner, Forrester, other
analysts
250M+ end users per month
250M+ end users per month
$100M+ sales
Based in Cambridge, MA, global sales/service offices
600+ customer accounts
Page 2
SolutionsLeader in site search, navigation, and
merchandising
of retailers think Search and Browse – based merchandising is highly effective1
87%87%
of shoppers think good search is important to a satisfying shopping experience2
84%84%
1Forrester State of Retail Online report (2008)2Shop.org holiday survey report (2008)
Agenda : 3 Key Steps to Increase Revenue
Identify
Tune
Automate
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22
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Identify
• Do users search, browse, or do both?
• What are the top search terms?
• What popular searches return few or zero results?
Unified Reporting via WebTrends Site Search Integration
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Tune22
• Do users search, browse, or do both?
• What are the top search terms?
• What popular searches return few or zero results?
Merchandise on the search page
A catalog retailer spent 80% of the time
merchandising category and home pages when
90% of visits started with search.
Tune22
• Do users search, browse, or do both?
• What are the top search terms?
• What popular searches return few or zero results?
Create or re-direct to Landing Pages
A retailer saw a 50% increase in overall
revenue by optimizing the top 100 search terms.
Tune22
• Do users search, browse, or do both?
• What are the top search terms?
• What popular searches return few or zero results?
Improve Search, re-direct to
another page, merchandise
A media customer saw a 15% increase in search click-throughs and 20% increase in page views
Automate: “Closing the Loop”
• Optimizing the user experience is a critical, but time consuming, process
• If we could automate some of this process: – Decisions can be based on hard data rather than assumptions– Less time needed for maintenance– Faster turnaround– More freedom to innovate
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Closing the Loop with WebTrends
Site Search, Navigation, and Merchandising
Analytics
“Closing the Loop”
• Sort Options and Relevancy influenced by analytics
“Closing the Loop”
• Sort Options and Relevancy influenced by analytics
• Content Spotlight your most recent Top Search Terms
“Closing the Loop”
• Sort Options and Relevancy influenced by analytics
• Content Spotlight your most recent Top Search Terms
• Automatically create Landing Pages for top search terms and facets
• Sort Options and Relevancy influenced by analytics
• Content Spotlight your most recent Top Search Terms
• Automatically create Landing Pages for top search terms and facets
• Dynamic Merchandising rules to feature “top” products within each user’s context
“Closing the Loop”
Demo
Don’t Leave Money on the Table!
• Identify key metrics around customer search behavior
• Create landing pages for your top search terms (and facets)
• Use dynamic merchandising to improve conversion on the long tail of results
