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%

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

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

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%

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

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

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