Christmas eCommerce Tips - Search and Merchandising for the Festive Season Australia

Presented By:

Mark Brixton

Country Manager – APAC

[email protected]

Christmas eCommerce Tips Search and Merchandising for the Festive Season

ABOUT SLI SYSTEMS

We Love to Search

SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

About SLI Systems

• We’re Almost Teenagers - We’ve Been Around for Twelve Years

• Founded in New Zealand With Global Offices in Australia, New Zealand, United Kingdom and United States

• We are Publically Listed (SLI NZSX)

• Some of Our Happy Customers – We Serve Over 600 Sites Globally

BY THE NUMBERS

A Snapshot of Australia’s eCommerce Landscape

SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

Number Crunch

• $37 Billion AUD (2013 Projected) VS $27 Billion AUD in 2010 Spent Shopping Online (1)

• 94% of Australia Population Have Access to the Internet (1)

• Average Spend Per Online Consumer is Over $2,000AUD Per Annum (1)

• > 50% of Australian Consumers Shop from Australian eCommerce Sites (1)

• Most Popular Categories are Travel and Accommodation, Music and Entertainment,

Clothes and Jewellery (1)• Australia Has One of the Highest Smartphone Adoption Rate in the World – 65% of

Australians Own a Smartphone (2)• 41% of Smartphone Users Have Purchased a Product on Their Smartphone (2)

(1) Source: eConsultancy Report, Analysis of AU eCommerce Statistics 2012

(2) Source: IPOS MediaCT Our Mobile Planet: Australia 2013

THE DIRT ON SEARCH

Improve Your Revenues By Improving Your Site Search

SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

Bad Search vs Good Search

• Bad Search • Good Search

I Just Want Pants

SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

Effective Site Search

• If Consumers Can’t Find It, They Can’t Buy It = You Lose Money

• 73% of Visitors Leave a Site Within Two Minutes if the Experience is Poor

• 50% of Users Prefer to Use a Site’s Internal Search Engine, Opposed to Navigating the Site

• People Who Search Convert at 2 – 3 X the Rate of People Who Don’t

• Improving Search = Easy Way to Increase Your Revenue

• Watching Search Behaviour Helps You Understand Your Visitors

• Think About Your Site Behaviour - Do You Search First?

(1) Source: MarketingSherpa.

(2) Source: E-commerce Time.

SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

Understanding Visitors’ Language

• The Site Search Box Gives You Insight into the Language of Your Visitors

• It’s Often Different to the Language You Use

• Retailers See a Variety of Query Terms and Phrases e.g. Jumper/Sweater/Jersey/Top

• Monitor Changes in Behaviour, Trends and Seasonality

• Helpful for SEO, SEM and Other Advertising

• What are Users Searching for RIGHT NOW?

SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

Ensure You Measure Success

Understand How You are Tracking Against Your Objectives:

• Top Searches

• Searches with Poor Results Including Zero Results

• Search to Purchase Conversion Rate

• Average Rank of Clicks

• % Search to Click-Through

• Speed of Search Results Page (Page Load Times)

• Volume of Search Queries

A CLOSER LOOK

SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

Why Adore Beauty Approached SLI Systems

Adore Beauty Approached SLI Systems in 2012 in Need of a Site Search Solution

• Business Problem: Users couldn’t find quickly enough what they were looking for in Adore Beauty’s large

inventory, negatively impacting conversion rates. Adore Beauty wanted to ensure users were able to quickly find

what they were looking for and to allow users to easily filter their search results.

• Adore Beauty also sought to increase conversions and average basket size value and enable tuning of search

results to match business objectives.

• Rolled out Learning Search, Rich Auto Complete

SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

Solution Found

• Rich Auto Complete Ensures Access to Products Directly from the Search Box

• 33% of Searchers Use RAC

• Conversion Rate 2 X Higher

• AOV 17% Higher

SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

Search Responsiveness

• Introduction of AJAX for Seamless Loading and Display of Search Results and Refinements

• AJAX increases page performance because it only requests the necessary data from SLI’s search servers when a consumer does a search or selects an option on the search page. The improved refinements and page-load speed has led to higher conversions.

SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

Search Responsiveness

• Multi-Faceted Search Refinements• Search Suggestions• Articles• Social

Users can multi-select their refinements to quickly refine results. They can search by:

• Price Range• Brand• Type• Category• Sub-Category

SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

No Results Page

SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

Non-Product Content

SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

Learning Search Connect for Magento Enterprise

Key Features:

• Indexes Full Magento Catalogs

• Scheduled Feed Creation and Transfer

• Fast, Comprehensive and Compliant

• Compatible with All Versions of Magento Enterprise EE1.10+ and Community CE1.6+

• From Magento Connect Extension Marketplace

EXCEL: BE AN ECOMMERCE ELF

Prepare for the Silly Season

SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

Plan Your Digital Marketing Strategy for Christmas

• Retailers Predict 11 – 20% Increase in Christmas Spending for 2013, eCommerce and

Mobile Being the Major Drivers for Growth (1).

• Consumers are Bombarded with Messaging Pre-Christmas; Craft an Effective Marketing

Strategy to Drive Sales:

- GET THEIR ATTENTION – Create Buzz with Unique Offers and Bold Headlines.

- URGENCY – Be Clear About Dates and Deadlines for Offers, Don’t Extend Them,

Encourage Users to Buy Now. If the Campaign is Successful Repeat It.

- VALUE – Customers Want to See Value During the Christmas Period, Offers Need to

Be Aggressive.

- LEVERAGE ALL CHANNELS – Ensure Your Christmas Online Retail Strategy

Extends Across Social Media Platforms and Marketplaces (If Applicable).

(1) Source: Retail Touchpoints August 2013

SITE SEARCH – THE KEY TO INCREASED CONVERSIONS

Optimise Search Merchandising for Christmas

• Gain Insights for your Site Search Data, Review Search Queries:

- Which Searches Are Popular?

- Are Users Searching for Products You Don’t Offer?

- Are Users Seeing “No Results” Pages for Top Searches?

• Landing Pages for Christmas Products – Promote Your Merchandise and Glean Insights

into Popular Products.

• Gift Finders – Establish Refinements to Allow a User to Define a Set of Criteria for

Purchase, e.g. Price, Recipient (Mum, Dad, Sister, Brother).

• Branding Banners, Ribbon Overlays and Integration of Social Media Can Increase

Conversions.