SlideShare a Scribd company logo

Increasing Conversions with Relevancy, Merchandising & Actionable Insights

•Download as PPTX, PDF•
•
Miva
Miva

SearchSpring is a search engine provider that has over 600 clients globally, with more than 125 being Miva merchants. The document discusses common mistakes merchants make regarding site search, including not tracking site search data in Google Analytics, having poor search box placement and styling, lack of search result merchandising, and not taking action on insights from search data. It provides best practices such as ensuring the search box is visible on all devices, has high contrast, follows industry conventions for placement, and is accompanied by product recommendations and banners targeted to search terms.

Related slideshows

9minutes app pitch
9minutes app pitch9minutes app pitch
9minutes app pitch
 
20140513 Presentation The Amazon Experience_Slideshare
20140513 Presentation The Amazon Experience_Slideshare20140513 Presentation The Amazon Experience_Slideshare
20140513 Presentation The Amazon Experience_Slideshare
 
Online trends & insights (Rebecca de Freitas)
Online trends & insights (Rebecca de Freitas)Online trends & insights (Rebecca de Freitas)
Online trends & insights (Rebecca de Freitas)
 
1 of 33
1
Founded in 2007 Over 600+ clients across the globe, well over 100 are Miva merchants Integrated with Miva, our first customer was a Miva merchant. SearchSpring developed the very first search engine for a Miva customer. 2 MIVA HERITAGE
3 TRUSTED BY OVER 125 MIVA MERCHANTS
RELEVANCY, MERCHANDISING, & ACTIONABLE INSIGHTS We’ll discuss what we’ve learned from working with hundreds of clients. INCREASING CONVERSION WITH
of our enterprise clients are making these crucial mistakes... 5 More than 50%
6 Not enabling Google Analytics to track site search. Mistake #1 But why should you care about tracking site search behavior?
MORE THAN 50% In most online retail industries, search is responsible for of total revenue.
8 WHY?
9 the opportunity to provide input, automatically resulting in a more relevant shopping experience. SEARCH GIVES SHOPPERS
10 They know what they want, and are likely to buy if they can find it at a fair price. SEARCH USERS ARE MOTIVATED
If you’re not getting insight into search problems, you’re likely leaving a lot of money on the table. INSIGHTS HELP YOU RECOGNIZE :
Marketing opportunities e-mail and social campaigns for highly popular search categories and products Purchase opportunities start selling products shoppers want that you don’t currently carry Pricing opportunities recognize overpriced products. Failed searches searches may be yielding “no results” pages for various reasons. Synonym opportunities are your visitors using spellings that you haven’t thought about yet? Merchandising opportunities reordering products, adding banners, etc.
But what if your site search is barely used? LESS THAN 5%
Poor search box placement & styling Mistake #2
While there are industries that have very low search usage, LOW SEARCH VOLUME CAN BE SOLVED with proper placement and styling technique.
Poor placement and styling can dramatically decrease search usage. Adjustments to placement and styling are fast and cheap. Search allows shoppers to give input, thereby making their experience more relevant. WHY YOU SHOULD CARE
Although it may seem to be common knowledge, many people still don’t understand that this icon means search. COMMON MISTAKE Search box collapsed by default. Only the magnifying glass icon is shown.
“The transition to the search icon is not as smooth and without perils as designers may want…” “The magnifying glass alone makes it much harder to locate the search.” ~NNGroup.com BEST PRACTICE Use search box instead of an icon.
“Mobile drives nearly half of ecommerce traffic” ~2015 MarketingLand Report COMMON MISTAKE Search box hidden in mobile view, for example, inside a hamburger menu.
“Revenue per visit increased 34%, average order value jumped 24% and conversion rates for pages shopped via site search increased 8.75%” ~InternetRetailer.com BEST PRACTICE Expose your search box. This will drastically increase usage. Floating or “sticky” search boxes perform better.
COMMON MISTAKE Poor contrast between search box and website background. Minimal designs sometimes sacrifice usability. While these designs are nice to look at, they often hide the search box unintentionally.
“Increasing the contrast of the field’s border, input text, search button, etc. can make it pop out on the page.” ~Baymardcom BEST PRACTICE Increase contrast with background and border color. Minimal design can easily be retained.
COMMON MISTAKE Search box placement does not match industry conventions.
When it comes to placement, pay attention to what the biggest brands are doing. There’s a surprising amount of diversity in search placement by industry. Apparel is almost always in top right, travel is generally in the center below the header. These conventions are expected by shoppers. BEST PRACTICE Pay attention to the trends set by biggest industry players.
Poor relevancy due to inefficient or nonexistent merchandising efforts. Mistake #3
While global relevancy issues aren’t easy to fix, there are simple, quick, and effective solutions that target high-value opportunities. WHY YOU SHOULD CARE
Merchandise those search results to increase relevancy. (Find out which products are highest converting) Place banners on these search results pages to display promotions directly related to those search terms. DISCOVER MOST COMMON SEARCH TERMS
Manually merchandise results on those pages. Manage synonyms where relevant. Utilize redirects to get people to appropriate category pages. DISCOVER VERY LOW CONVERTING SEARCH TERMS
Product Pages Search Results Pages This is still a tactic that is underutilized. It does more than introduce shoppers to new products. It creates a more relevant, engaging experience that will motivate them to return. USE PRODUCT RECOMMENDATION SOFTWARE Shopping Cart Order Confirmation Page SHOW RECOMMENDATIONS IN
The best user experience is the experience that is the most relevant to the shopper. Use banners to display promotions for those brands or products Merchandise products on these pages based on insight into shopper behavior (clicks, conversions, searches, etc.) OPTIMIZE BRAND & CATEGORY PAGES
Not using insight to act on high-value opportunities Mistake #4
Introduce house brands to take advantage of high-performing products and categories. Make sure you’re using merchandising to put your high-margin products and house brands at the top of your search and category pages. Promote your house brands and highest margin products in product recommendations and banners. USE YOUR INSIGHTS TO MOTIVATE INFORMED TACTICAL BUSINESS DECISIONS
Increasing Conversions with Relevancy, Merchandising & Actionable Insights

More Related Content

Increasing Conversions with Relevancy, Merchandising & Actionable Insights

  • 1. 1
  • 2. Founded in 2007 Over 600+ clients across the globe, well over 100 are Miva merchants Integrated with Miva, our first customer was a Miva merchant. SearchSpring developed the very first search engine for a Miva customer. 2 MIVA HERITAGE
  • 3. 3 TRUSTED BY OVER 125 MIVA MERCHANTS
  • 4. RELEVANCY, MERCHANDISING, & ACTIONABLE INSIGHTS We’ll discuss what we’ve learned from working with hundreds of clients. INCREASING CONVERSION WITH
  • 5. of our enterprise clients are making these crucial mistakes... 5 More than 50%
  • 6. 6 Not enabling Google Analytics to track site search. Mistake #1 But why should you care about tracking site search behavior?
  • 7. MORE THAN 50% In most online retail industries, search is responsible for of total revenue.
  • 9. 9 the opportunity to provide input, automatically resulting in a more relevant shopping experience. SEARCH GIVES SHOPPERS
  • 10. 10 They know what they want, and are likely to buy if they can find it at a fair price. SEARCH USERS ARE MOTIVATED
  • 11. If you’re not getting insight into search problems, you’re likely leaving a lot of money on the table. INSIGHTS HELP YOU RECOGNIZE :
  • 12. Marketing opportunities e-mail and social campaigns for highly popular search categories and products Purchase opportunities start selling products shoppers want that you don’t currently carry Pricing opportunities recognize overpriced products. Failed searches searches may be yielding “no results” pages for various reasons. Synonym opportunities are your visitors using spellings that you haven’t thought about yet? Merchandising opportunities reordering products, adding banners, etc.
  • 13. But what if your site search is barely used? LESS THAN 5%
  • 14. Poor search box placement & styling Mistake #2
  • 15. While there are industries that have very low search usage, LOW SEARCH VOLUME CAN BE SOLVED with proper placement and styling technique.
  • 16. Poor placement and styling can dramatically decrease search usage. Adjustments to placement and styling are fast and cheap. Search allows shoppers to give input, thereby making their experience more relevant. WHY YOU SHOULD CARE
  • 17. Although it may seem to be common knowledge, many people still don’t understand that this icon means search. COMMON MISTAKE Search box collapsed by default. Only the magnifying glass icon is shown.
  • 18. “The transition to the search icon is not as smooth and without perils as designers may want…” “The magnifying glass alone makes it much harder to locate the search.” ~NNGroup.com BEST PRACTICE Use search box instead of an icon.
  • 19. “Mobile drives nearly half of ecommerce traffic” ~2015 MarketingLand Report COMMON MISTAKE Search box hidden in mobile view, for example, inside a hamburger menu.
  • 20. “Revenue per visit increased 34%, average order value jumped 24% and conversion rates for pages shopped via site search increased 8.75%” ~InternetRetailer.com BEST PRACTICE Expose your search box. This will drastically increase usage. Floating or “sticky” search boxes perform better.
  • 21. COMMON MISTAKE Poor contrast between search box and website background. Minimal designs sometimes sacrifice usability. While these designs are nice to look at, they often hide the search box unintentionally.
  • 22. “Increasing the contrast of the field’s border, input text, search button, etc. can make it pop out on the page.” ~Baymardcom BEST PRACTICE Increase contrast with background and border color. Minimal design can easily be retained.
  • 23. COMMON MISTAKE Search box placement does not match industry conventions.
  • 24. When it comes to placement, pay attention to what the biggest brands are doing. There’s a surprising amount of diversity in search placement by industry. Apparel is almost always in top right, travel is generally in the center below the header. These conventions are expected by shoppers. BEST PRACTICE Pay attention to the trends set by biggest industry players.
  • 25. Poor relevancy due to inefficient or nonexistent merchandising efforts. Mistake #3
  • 26. While global relevancy issues aren’t easy to fix, there are simple, quick, and effective solutions that target high-value opportunities. WHY YOU SHOULD CARE
  • 27. Merchandise those search results to increase relevancy. (Find out which products are highest converting) Place banners on these search results pages to display promotions directly related to those search terms. DISCOVER MOST COMMON SEARCH TERMS
  • 28. Manually merchandise results on those pages. Manage synonyms where relevant. Utilize redirects to get people to appropriate category pages. DISCOVER VERY LOW CONVERTING SEARCH TERMS
  • 29. Product Pages Search Results Pages This is still a tactic that is underutilized. It does more than introduce shoppers to new products. It creates a more relevant, engaging experience that will motivate them to return. USE PRODUCT RECOMMENDATION SOFTWARE Shopping Cart Order Confirmation Page SHOW RECOMMENDATIONS IN
  • 30. The best user experience is the experience that is the most relevant to the shopper. Use banners to display promotions for those brands or products Merchandise products on these pages based on insight into shopper behavior (clicks, conversions, searches, etc.) OPTIMIZE BRAND & CATEGORY PAGES
  • 31. Not using insight to act on high-value opportunities Mistake #4
  • 32. Introduce house brands to take advantage of high-performing products and categories. Make sure you’re using merchandising to put your high-margin products and house brands at the top of your search and category pages. Promote your house brands and highest margin products in product recommendations and banners. USE YOUR INSIGHTS TO MOTIVATE INFORMED TACTICAL BUSINESS DECISIONS