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5 Ways to Accelerate Customers to Purchase
Using Site Search, Merchandising and Traffic
Ed Hoffman, VP of SLI Systems
Ian Scarr, UK Director of Sales, SLI Systems
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If customers can’t find it, they can’t buy it
Position 1
Position 3
Position 4
Position 5
Position 2
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1. Deliver a RELEVANT User Experience
to Online Shoppers
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Product Page Views: +31.25%
Average Order Value: +1.81%
Conversion Rate: +2.25%
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“Learns” from past activity by tracking visitors’ searches & click-thrus
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Takeaways
Search box is the highest converting channel
Searchers spend 23% more than average
Up to 30% of visitors use the search box
73% of visitors will leave if they can’t find what they’re looking for
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2. Never Offer Customers a Dead End
During the Shopping Experience
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Tag Cloud
Popular Products
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Spelling
suggestions
dropped from an
average of 807/day
to 523/day
Click thrus on
spelling suggestions
have increased 14%
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Takeaways
10% of searches end up on a no results page
Never offer a dead end
Avoid visitors seeing the no results page
Merchandise the no results page to keep visitors shopping on the site
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3. Merchandise the Online Shopping
Experience Using Site Search Insights
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Advanced, Real-Time Reporting
Delivers greater insight into users’
needs
Provides wide range of controls for
fine tuning
Detailed information tracking what
visitors are looking for, what they are
finding and not finding, and metrics
on search quality
Offers category-based reporting,
providing insights into the search
behaviour within areas of websites
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New Product Lines
Expansion
of existing
stock
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Embossing…or…personalisation…or…initial
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Expand the Vocabulary of Your Site
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Takeaways
Observe site search reports on a weekly basis
Monitor search reports to identify new product opportunities
Create searchandising rules to improve the user experience through the search box
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4. Drive More Traffic Using Your
Customers Language
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• 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
• 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
• 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
• 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
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Basket Page:
+10.71%
Orders:
+9.79%
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Takeaways
Search terms your customers use on your site are similar to Google, Bing, Yahoo, etc.
Ensure your site is optimised for thousands
of keywords
Drive more traffic & revenue to your site using customer’s language
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5. Test, Test, Test to Ensure Optimal
Performance
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Grid Vs List TestGrid spend £4.42 more than list viewersIncrease in revenue of ~£21,000 per monthYearly increase in revenue ~ £250,000
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Identify your business kpi’s
What 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
Measure Performance
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Takeaways
Tests give you data that indicate how visitors prefer to shop on your site
Use this data to improve your site’s overall usability and ultimately conversions
Track search KPI’s to monitor improvements
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Thank you!
www.sli-systems.co.uk
Request a Site Critique Today
sitesearch.sli-systems.com/Site-
Search-Critique.html