5 Areas To Focus On To Maximize Holiday Conversions

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About Your Experts

Trevor Legwinski - Chief Retail Officer, SearchSpring

Trevor has broad experience in retail and eCommerce, he has 10+ years of experience leading marketing, eCommerce, and omni-channel for retailers including Hallmark, Cycle Gear, Bambeco. He has grown brands from $0-$40M and from $500M+ in annual revenues. Trevor is a featured retail speaker and moderator in the marketing, conversion optimization and personalization space.

Ashley Hilton- Head of Customer Success, SearchSpring

Ashley manages SearchSpring’s customer success team, who helps over 600 customers improve relevancy, implement best practices and increase conversion. She brings over 7+ years of experience in customers success and retail including four years at Staples.

Agenda

5 Key Areas to focus on to maximize holiday conversions:1.) Product Data 2.) Site Search 3.) Facets4.) Landing Pages5.) Mobile

Format

● 45 Min Webinar● Recording will be emailed to you and available tomorrow● Please submit questions, they will be answered at the

end● Stay until the end for a exclusive offer● Share this webinar with your teammates

About SearchSpring

About Searchspring

Since 2007 SearchSpring has been a trusted partner by over 600 B2B and B2C pure-play and omni-channel retailers across 12 retail categories. Their Relevancy Platform™ drives conversion, AOV and LTV across search, category, product and landing pages, while their merchandising and insight suites empower marketers and merchandisers with the tools to easily merchandise and take action to drive results.

SearchSpring Mission

● Deliver a relevant and personalized shopping experience.

● Get shoppers to the right products faster.

● Save marketers and merchandisers time.

● Increase revenue, AOV and LTV.

SearchSpring Platform PillarsRelevancyDeliver the most engaging shopping experiences ensuring customers convert and repeat.

MerchandisingDisplay the most profitable items to shoppers and make your merchandising/marketing teams more effective.

InsightsEmpower you with data to unlock new revenue opportunities.

Relevancy Engine

Relevancy Suite

Insights Suite

Merchandising Suite

Relevancy Platform: Unifying Shoppers & eCommerce Teams

Why Search is Mandatory To Optimize Conversions

Our average customer sees between 10-15% of visitors interacting with search, but those search visitors go on to drive >33% of total site revenue.

Why Search is Mandatory To Optimize Conversions

Search visitors convert at a rate 400% higher than average.

Intelligence Drives Results

Basic keyword matching only covers 40% of common search use cases, which means you are leaving 60% of revenue potential on the table.

5 Areas To Focus On To Maximize Holiday Conversions

Product Data Optimization

Correct Misspellings In Your Product Data1. Install a spelling or grammar checker and train

data entry team to correct misspellings.

Can cause findability issues - both on site and from a SEO / advertising perspective (misspellings are often corrected automatically and misspelled matches are either not found, or pushed to the bottom of results).

Retailers misspell 35% of words on average

Optimize Product Titles

1. Move the Brand or Manufacturer's name into its own field, don't replicate it in the product name. (You can always piece it together in your site's templates so they display together.)

2. Less is more - put just enough information in the title for the customer to make an informed decision to click/explore, but no more.

3. If it's a Women's or Men's specific product, mention that in the title (think clothing, bicycles, supplements, etc)4. Make it obvious - be sure the product name describes the product (if it’s a shoe, make sure it has shoe in the name)

Product Tile Optimization Examples

Don't: Canada Goose 'Montebello' Slim Fit Down Parka with Genuine Coyote Fur TrimDo: Women's Montebello Down Parka

Don't: Double Duty Beauty The Lip Sculptor Double Ended Lipstick & GlossDo: 2-in-1 Lipstick & Gloss

Leverage UGC to Improve Product Ranking

● Leveraging review can increase results for long tail searches

● Ensure that your ratings & reviews are being indexed.

“Breathable Jerseys for Long Rides”

Product Reviews + Search: Longtail Example

Site Search Optimizations

Look at Historical Data from LYTop Three Reports To Review:

1. Top Performing Searches (identify the best products are showing above the fold) especially important with terms that product multiple pages of results.

2. High Bounce/Exit Rate Keywords: typically this is caused by under merchandised pages, or not relevant results.

3. Popular Searches with Zero Results: Review products displaying, could be improperly merchandised or not enough results displayed.

Prune Your Synonyms

1. Top Synonyms: Review synonyms from last year and ensure they are setup or reactivated.

2. New Products: If you are adding new products for this holiday season ensure to think about common nicknames, or slang for the products being added to your site.

Optimize Your Redirects1. Size Charts2. Shipping Information3. Returns Information4. “My Account” page/login5. FAQs6. Sale

Focus on Usability: Icons vs. BarSearch bars receive nearly 3x as much usage from visitors vs. icons.

Focus on Usability: Button● Use of a button more than doubles search usage.● Using text such as “search” instead of an icon in the button further increases usage by 20%.

Focus on Usability: Placement● Center search bar placement receives twice the usage of left placement nearly 20% great

usage then right placement.

Faceting Optimizations

Optimize Optimize Facets to Reduce Bounce Rates

1.) Display a max of 5-7 facet groups

2.) Offering too many facets will confuse users and can lead to higher bounce rates

3.) Make sure facets are ordered by most used first

Watch out for facet creep

1.) Make sure your facets do not take up the whole page

2.) Show up to 10 attributes within a facet group

3.) If you have more than 10 attributes offer a scroll bar or “more options available (# of options)

Leverage Dynamic Faceting

1.) Manually Optimizing Facets can be tedious and time consuming

2.) Look to dynamic facets to automatically display the most relevant facets based on the category/subcategory

Leverage Color Swatches and Icons For Increased Conversion Rates

1.) Hard to understand faceting adds friction and reduces conversion

2.) Optimizing your layout and icons has shown between 5-12% conversion improvements from facets

Landing Page Best Practices

Make Sure Your Offers & Promotions Are Consistent

1.) Ad copy 2.) Promo Code3.) Product

Assortment

Leverage Banners to Drive Conversions

1.) Promotional2.) Educational3.) SEO

Optimize For Product Relevancy on Landing Pages

1.) Ensure products displayed match keywords

2.) Use intelligence to dynamically arrange most relevant products

3.) Use visual merchandising to assort based on internal merchandising objectives

Leverage Data to Optimize Landing Page Conversions

Landing Pages

1.) Watch for under performing and overexposed products on your pages

2.) Monitor bounce and conversion rates as well

3.) Focus on 80/20 rule, 20% of your products generally drive 80% of your revenue

Don’t Forget Mobile

Don’t Forget Mobile: Responsive

1.) Make sure your site/landing pages are responsive at a minimum

2.) Search bar visible by default

3.) Optimize images and facets to reduce friction

Don’t Forget Mobile: Faceting

1.) Leverage flyout faceting to simplify the user experience

2.) Stick to 5-7 most used facets to reduce friction for customers

3.) Dynamic faceting will also improve overall conversion

Questions?

We’d love to hear from you to help maximize holiday conversions

Trevor Legwinski:www.searchspring.comtrevor@searchspring.com

Ashley Hilton:www.searchspring.comashley@searchspring.com