Christmas eCommerce Tips - Search and Merchandising for the Festive Season New Zealand

Presented By:

Shaun Ryan

CEO

[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 New Zealand’s eCommerce Landscape


Number Crunch

• Number of New Zealanders Shopping Online Has Tripled in < 10 Years (1)

• 65% of Kiwis Aged Over 14 Have Purchased Online (1)

• Close to 94% of Kiwis Have Access to the Internet (1)

• Most Popular Categories are Entertainment and Leisure (41.8%), Fashion

Products (24.9%), Electronics (17.2%) (1)

• Estimated NZ Online Expenditure $3.2 Billion NZD (Projected for 2013) (2)

• Kiwi Smartphone Penetration Among Daily Internet Users Increased to

Almost 60% (Up From 32% in 2012) (3)

• One in Six New Zealanders Now Own Both a Smartphone and Tablet (3)

(1) Source: The New Zealand Herald, Amelia Wade 2013

(2) Source: The New Zealand Herald, Julian Prior 2013

(3) Source: Scoop, Ericsson New Zealand 2013

THE DIRT ON SEARCH

Improve Your Revenues By Improving Your Site Search


Help Users Find What They’re Looking For

• Before • After

“Laptops”

http://www.dicksmith.co.nz/



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.

http://www.harrods.com/


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?

https://live.sli-systems.com/api/1/c1d2eb8ba7ebfd73d26d3b697b63b088d35d1e33/dashboard


Ensure You Measure Success

Understand the Key Search Metrics:

• 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


Why Dick Smith Approached SLI Systems

Dick Smith Approached SLI Systems in Early 2013 in Need of a Site Search Solution

• Business Problem: Users couldn’t find quickly enough what they were looking for in Dick Smith’s

large inventory, negatively impacting conversion rates. Dick Smith wanted to ensure users were

able to quickly find what they were looking for and to allow users to easily filter their search

results.

• Dick Smith 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 Champion and Learning Search Mobile.


Benefits of Rich Auto Complete

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

• 33% of Searchers Use Rich Auto Complete

• Conversion Rates 2 X Higher

• AOV 17% Higher



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.



No Results Page


Site Champion: User Generated SEO

2nd Position

3rd Position

KEY FEATURES

• Automatically Generated • Search Engine Optimised Landing Pages• Based on Frequently Used Search Terms• Compliments Existing SEO Activities• Able to Optimise the Long Tail

KEY BENEFITS

• Increased Site Traffic• Increased Sales• Quick and Painless Implementation• Platform Independent

https://www.google.com.au/search?q=acer+e1522&rlz=1C1LENP_enAU530AU531&oq=acer+e1522&aqs=chrome..69i57j0.565j0j8&sourceid=chrome&espv=210&es_sm=93&ie=UTF-8


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


Optimise Search Merchandising for Christmas

Suggested Actions for Top Searches:

1. Tune Results

2. Landing Pages to Promote Merchandise

3. Branding Banners



4. Custom Landing Pages for Christmas Products – Promote Your

Merchandise and Glean Insights into Popular Products.



5. Gift Finder - Establish Refinements to Allow a User to Define a Set of

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



6. Suggested Actions for Poor Results - Don’t Stock What Your Customers are

Looking For? No Worries!

7. Synonyms – SIII VS. S3


THANK YOU

Shaun RyanCEO

[email protected]@ShaunRyan

mailto:[email protected]