Supercharge YoureCommerce Site

Search!

Ethan Giffin, CEOGroove Commerce

Pubcon 2011

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WHY DO WE THINK ABOUT SITE SEARCH?

“Cause That’s Where The Money Is…”- Willie Horton

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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• Magento Development & Integration• Social Media Marketing• Pay Per Click (PPC) Management• Search Engine Optimization (SEO)• eCommerce Site Analysis• Conversion Consulting

Baltimore & Brooklyn Offices

www.groovecommerce.com800.564.9826@GrooveCommerce

Supercharge Your Site Search | Groove Commerce

These Visitors Want to Engage!

Conversion Rate 300-500% Higher

Average Order Value (AOV) 25-50% Higher

60% of Retailers Say 2nd Easiest to Grow Sales*

Yet Most Retailers Never Look Under the Hood

Recent Client - 6 of Top 10 Terms ‘$0’ Revenue

So What are the Options…

Pubcon 2011

WHY OPTIMIZING SITE SEARCH MATTERS?

4

Out of the Box / Free Text

Solr

Nextopia

SearchSpring

SLI

Celebros

Custom Built

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SO WHAT ARE THE SEARCH OPTIONS?

Question…

How Many of You Spend

60 Minutes or More on Your Site Search a

Month?

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100,000 Monthly Visitors

2,500 Orders / 2.5% CR

Typical Average Order Value - $80

11% of Visitors Used Search

Of Those that Searched?

That’s’s 715 Orders Just from Site Search!

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RETAILER CASE STUDY #1

6.5% CR $100 AOV 29% of Sales

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HOW CAN THIS IMPACT SALES?

Much Easier to Go From 6.5% to 10%

Than 2.5% to 3.5%...

6.5% - $71,500 Sales

8.5% - $93,500 Sales (+ $22,000)

10% - $110,000 Sales (+ $38,500)

43% of Visitors Type ‘Category Name’ into Box*

Only 4 Out of Top 10 Terms Produced Sales!

1 of the 4 Was “Enter Your Search Here…”

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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

How Do We FixOur Site Search?

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STEPS TO OPTIMIZING YOUR SEARCH

Choose Your Path

Design

Analytics

Ongoing Review

Configuration

Supercharge Your Site Search | Groove Commerce

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Question…

How Many of Think You Should Spend

60 Minutes or More on Your Site Search a

Month?

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SETTING UP SEARCH ANALYTICS

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?

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SITE SEARCH ANALYTICS

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GOOGLE SITE SEARCH REPORT

Out of the Box

3rd Party

Hosted Subdomain vs API

Universal Search• Commerce x Content x Community

Filtered Search

Spelling & Synonyms

Autocomplete

Reporting

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CHOOSING YOUR PATH

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SEARCH PAGE DESIGN - “SHOES”

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SEARCH PAGE DESIGN - “FOOTJOY”

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COMMERCE X CONTENT X COMMUNITY

The Data Feed

Attributes

Your Search Box

Did you Mean? / Spelling

Synonyms• Unidirectional > vs. Bi-directional =

Direct Hits & Boosting

No Results Page

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CONFIGURING YOUR SEARCH

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MAGENTO SITE SEARCH REPORT

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MAGENTO EDIT SEARCH TERM

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MAGENTO “NO RESULTS” PAGE

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PROPER “NO RESULTS” PAGE

1. Popular Search Terms / Cloud

2. Perform Another Search or Call for Assistance

3. Show 3-9 Best Sellers / Buyers Guides

2

1

Help the Visitor Get Back on Track!

3

Hosted Subdomain / Analytics

Filtered Navigation / Spider Traps

Canonical / Duplicate Issues

Proper Robots.txt

Great PPC Landing Pages!

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SEO CHALLENGES & OPPORTUNITIES

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STEPS TO OPTIMIZING YOUR SEARCH

Choose Your Path

Design

Analytics

Ongoing Review

Configuration

Supercharge Your Site Search | Groove Commerce

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ABOUT ETHAN GIFFIN

With over a decade of industry experience in eCommerce,

SEO and the dynamic technologies that drive them Ethan

Giffin founded Groove Commerce to be a boutique web

agency that provides enterprise class service for online

retailers.

This blend of industry and agency experience has made Ethan

a sought after speaker and panelist at top events including:

Internet Retailer, Magento Imagine, eTail, Search Engine

Strategies (SES), SMX, American Marketing Association,

PubCon and Ad:Tech.

Currently, as CEO Ethan is leading the charge as an Award

Winning Magento partner.

Ethan E. GiffinCEO & Founder

ethan@groovecommerce.comTwitter: @Opie

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