Closing the Loop
- 1. Closing the Loop Integrating Site Search and Merchandising with Analytics to Increase Revenue Jason Purcell Senior Vice President, Marketing
- 2. Endeca at a glance Page Value Hundreds of millions of dollars: increased revenue, lower costs Technology New architecture for search & information access Industry Recognition Leader by Gartner, Forrester, other analysts 250M+ end users per month $100M+ sales Based in Cambridge, MA, global sales/service offices 600+ customer accounts Solutions Leader in site search, navigation, and merchandising
- 3. of retailers think Search and Browse – based merchandising is highly effective 1 87% of shoppers think good search is important to a satisfying shopping experience 2 84% 1 Forrester State of Retail Online report (2008) 2 Shop.org holiday survey report (2008)
- 4. Agenda : 3 Key Steps to Increase Revenue Identify Tune Automate 1 2 3
- 5. Identify Do users search, browse, or do both? What are the top search terms? What popular searches return few or zero results? Unified Reporting via WebTrends Site Search Integration 1
- 6. Tune 2 Do users search, browse, or do both? What are the top search terms? What popular searches return few or zero results? Merchandise on the search page A catalog retailer spent 80% of the time merchandising category and home pages when 90% of visits started with search.
- 7. Tune 2 Do users search, browse, or do both? What are the top search terms? What popular searches return few or zero results? Create or re-direct to Landing Pages A retailer saw a 50% increase in overall revenue by optimizing the top 100 search terms.
- 8. Tune 2 Do users search, browse, or do both? What are the top search terms? What popular searches return few or zero results? Improve Search, re-direct to another page, merchandise A media customer saw a 15% increase in search click-throughs and 20% increase in page views
- 9. Automate: “Closing the Loop” Optimizing the user experience is a critical, but time consuming, process If we could automate some of this process: Decisions can be based on hard data rather than assumptions Less time needed for maintenance Faster turnaround More freedom to innovate 3
- 10. Closing the Loop with WebTrends Site Search, Navigation, and Merchandising Analytics
- 11. “ Closing the Loop” Sort Options and Relevancy influenced by analytics
- 12. “ Closing the Loop” Sort Options and Relevancy influenced by analytics Content Spotlight your most recent Top Search Terms
- 13. “ Closing the Loop” Sort Options and Relevancy influenced by analytics Content Spotlight your most recent Top Search Terms Automatically create Landing Pages for top search terms and facets
- 14. Sort Options and Relevancy influenced by analytics Content Spotlight your most recent Top Search Terms Automatically create Landing Pages for top search terms and facets Dynamic Merchandising rules to feature “top” products within each user’s context “ Closing the Loop”
- 15. Demo
- 16. Don’t Leave Money on the Table! Identify key metrics around customer search behavior Create landing pages for your top search terms (and facets) Use dynamic merchandising to improve conversion on the long tail of results