1. 5 Ways to Optimize eCommerce Search Performance Presented by:
Clare Conway
Vice President of Customer Success Clavis Insight

2. 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…

3. 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.

4. 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

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

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

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

8. What Factors drive Search?

9. Sales and Search are deeply connected
Search Results

10. 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…

11. So let’s focus the set of Factors...

12. 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

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

14. 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

15. 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

16. Pricing
Certain Retailers will show products on offer first in Search

17. Choosing the best products to optimize

18. 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

19. Impact of Mobile on Search
Above the Fold

20. 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

21. 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

22. 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

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

24. For More Information:
Visit: