5 Ways to Optimize eCommerce Search Performance Presented by: Clare Conway Vice President of Customer Success Clavis Insight

Who We Are…Clavis Insight The Industry Leader of Online Retail Store Analytics for Manufacturers …technology to visit online stores around the world… …analyze everything the customer sees… ...deliver insight solutions, analytics and consultancy…

About the Presenter Clare Conway is Vice President of Customer Success at Clavis Insight.  In her role, she helps leading manufacturers effectively access analytics that drive ecommerce business strategies.

Discussion Points How to optimize product name, content, imagery and availability to improve search results The factors to consider when choosing the best products to optimize for search The difference in search results and browsing behavior on PC versus mobile websites

Shoppers can see all products here … …but how about here..?

Let’s talk about Google’s objective is to provide you the most relevant results about your key phrase

Compare that with Retailer’s objective is to drive sales. Maximising Customer Purchasing.

What Factors drive Search?

Sales and Search are deeply connected Search Results

Search Ranking and Click Throughs % Page views based on search ranking is heavily skewed in favour of the top 5, accounting for approximately 58% Top 10 accounts for 73% of total page view views This chart shows the drop off in number of click throughs based on the ranked position… The higher your search results, the better your sales…

So let’s focus the set of Factors...

Availability Many eCommerce search engines will hide products that are out of stock Search algorithms generally have a form of ‘memory’ built in So poor availability will cause problems in search results longer than a single day OOS issue

Product Page Content Product Title contains Brand Name, Functional Name, Product Size Good use of bullets Good use of keywords in product description

Imaging Create shots optimised for online High quality image Multiple Images Create shots optimised for online Add as many images as the retailer will support Keep the images up to date

User Engagement Not all retailers support user generated content High volume of reviews, Good average score High engagement Not all retailers support user generated content It’s likely they will all add these feature Definitely drives conversion

Pricing Certain Retailers will show products on offer first in Search

Choosing the best products to optimize

Choosing the best products to optimize 80 % of Product Listings 20% of Sales Identify your key categories For each category understand your key search terms In each category, identify the ‘20%’ products for optimization 80% of Sales

Impact of Mobile on Search Above the Fold

Search By Market Product Title - Add Brand Name, Functional Name, Size Add detailed Product Description, ensure to add Keywords to this section Add Manufacturer Code, Manufacturer Name Highly quality main image Use all the Bullets Maximise reviews and answer Questions Make the most of Images Check that products are in all possible category locations

Takeaways – Things to Fix Now… Identify your top 20% of products to optimize Drive Reviews Answer Questions Ensure these products have high in stock levels Align Price and Promotions strategy with Products you want to optimise in Search Add Brand, Functional Name, Size to Title Maximise copy – Bullets, Description – Using keywords Add high quality images Maximise Image count

Industry Leader in Online Retail Store Analytics for Consumer and Business Goods Manufacturers Clavis Insight Assortment & Availability Ratings and Reviews Share of Search Search and Menu Rank Price Merchandising Tracker POS Amazon Analytics Technology visits Online Stores, Mobile Web and Mobile App Platforms globally Audit & Analysis of everything the shopper sees in the online store Cloud reporting platform that delivers timely, relevant insights to drive actions & sales growth. Integrate across your eCommerce stack for deeper analysis, consulting and implementation expertise

Complete Online Store Search Analytics Search Performance Dashboard Search Performance Goal Tracking Full Category Search Results

For More Information: Visit: www.clavisinsight.com Email: info@clavisinsight.com