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How have Top Retailers increased Site Conversions using Site Search & other
Techniques?
Wednesday 13th February 2013
Simon KempSales [email protected] 318157
• Highest converting channel
• Up to 50% of visitors use the search box
• Fundamental to the user experience
The Importance Of Site Search
• Everyone uses Google every day
• We are are used to searching
• If you can’t find it, you can’t buy it
All Consumers Search all the time
The Single best indicator of Shopper Intent
Site Searchers are Worth More
+138%
+92%
+23%
Site Searchers Convert At A Higher Rate
• At least 2x the site average conversion rate
• Searchers spend 23% more than average
• Searchers are worth over 100% more per visit
• Relevance is crucial
• Help visitors choose to buy
• 73% of people exit poor Search
• Helps merchants understand visitors
• Without it, merchants actually lose business
Lose business without great Site Search
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Understanding 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
• 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
Understanding Visitors’ Language
Site Search Influenced by Web Search
Site Search Influenced by trends
Evolution of Search
Continued Innovation
Voice Search
Mobile Search
Instant Previews
Google Instant
Optimized Refinements
Realtime Search
Auto Complete
Universal Search
Links to news and articles
Images in Search
13
Placement Of The Search Box
Auto Complete
Rich Auto Complete
• Can get straight to
products from the search
box
• 33% of searchers use it
• Conversion rate 2x
• AOV 17% higher
Ranking Based on Learning
Related Searches
Search Refinements
Sort By
Video Content
Ratings & Reviews in Search
Facebook Integration
• Inclusion of like button and number of likes• Query at index time to allow sort by likes
No Results Found is an Opportunity
Measure the performance of Site Search
• Identify your business kpi’s
• Which Site Search metrics contribute?
• Searches per session• Average page views per visit• Searchers conversion rate• Search results to site exit ratio• Search phrases with poor results• % search page exits• % zero results• % zero conversion searches• % search to product click-thru
Multivariate Testing
VS.
• Encourage Site Search use
• Enlarge the ‘Visits with Search’ segment
• Provide a relevant experience for Searchers
Leverage Your Best Converting Channel