The weather’s warm. The days are long. Some call it summer. For others, it’s do-it-yourself season – and it officially kicks off with the upcoming Memorial Day weekend.
Online sales for hardware and home improvement retailers continue to grow, and it’s no wonder.
The Internet boasts an endless supply of project ideas, before-and-after galleries and video tutorials. Most recently, Nifty’s “stuffed animal zoo” video made the rounds on my Facebook feed, and it was enough to make me want to try my hand at building something. (I didn’t but I still might.)
Customers with varying levels of expertise (me versus a professional) is one of the challenges retailers in this space face. Another issue is that certain products – appliances versus building materials, for example – are searched for in different ways. Appliance or décor purchases may be driven by price, brand or appearance, whereas those looking for a tool or part need to match a particular specification, such as gauge, thread size or dimension.
However, the right e-commerce solutions can help you overcome these hurdles and deliver an exceptional shopping experience.
Provide Highly Relevant Search
If shoppers can’t find what they want in the first page of results, they are likely to believe you don’t carry the item and abandon your site. Show customers the most relevant items first and you’ll increase the likelihood that they’ll make a purchase. Automatically present relevant products, images and other information as soon as visitors start typing letters into the search box.
Search by Various Measurement Units
Are your products specified by measurement in fractions or decimals? Site visitors don’t always search for products using the same unit names or symbols. Whether they search “8.5 x 12.375” or “8 ½ x 12 3/8,” your site search should accommodate searches with standard or metric units so customers are always presented with the right products.
Match Full or Partial SKUs or Part Numbers
Many tools and building materials are referenced by a SKU instead of a product name. Additionally, customers visiting your site may only have a manufacturer’s part number as a reference for what they need. Make sure your search can match full or partial SKUs, making it easy for customers or customer service teams to find a product quickly.
Target Your Customers by Location
Your customers’ needs and your ability to deliver might be different based on geography. Make sure your site search can integrate geolocation services to allow deeper segmentation of products by location. This allows you greater control over regional variations in price, function or other attributes. Additionally, you can point them to the closest store.
Index Educational Information & Specs
Whether you target B2B or B2C customers, education is an important factor in your e-commerce site. New homeowners may want basic information on how to make repairs, while contractors or architects may need technical specifications. Keep all of your documents, online articles, video tutorials, reviews and other non-product content easily searchable, so customers always find what they need.
For more tips, check out the SLI industry brief Do It Yourself: Hardware, Appliances and Tools.
Each time I interview an SLI customer for a case study, it’s a privilege to hear firsthand how our solutions make a significant impact on retailers’ growth. One of my most recent interviews was with Everlast E-commerce Director Mike Ebert, who told me that site search was one of the first things he looked at when he joined Everlast in mid-2014, and that implementing SLI was one of the biggest “wins” he’s had in the changes made since.
“I’ve known about SLI forever and wanted to work with you guys since I was on the agency side,” Ebert said.
“At Everlast, one of the first things I looked at was how easy it was for people to find things on the site. I typed in red boxing gloves and didn’t get any boxing gloves, which was a problem! Only 1% of traffic was engaging with search and only 0.15% of that traffic was converting. It was a blip in what it contributed to Everlast’s revenue,” he said.
Everlast, whose brand is older than the zipper (the company was founded in 1910), controls about 85% of the boxing products market, according to SportsOneSource LLC. Mike knew it was time Everlast.com became a larger revenue-contributing part of the global business, and he set out on a number of new projects to make that happen.
First, Mike worked with SLI to implement SLI Learning Search®, SLI Rich Auto Complete™ and SLI Learning Navigation®. Moving from Yahoo site search to SLI, Everlast immediately resolved the problem of customers not being able to find the products they were looking for. The results were clear: with SLI, conversions for site search increased 6x.
“I knew I could get SLI up and running quickly and deliver benefits right away,” Ebert said. “It didn’t take much and it produces results.”
Everlast’s success is showcased in an SLI case study.
After solving the problem of product findability, Ebert next tackled the job of looking for a new platform and a design agency to create a modern, mobile-friendly site.
Ebert chose the Magento platform, then worked with e-commerce site development specialists Blue Acorn to create a sleek new fitness-inspired site, based on Magento Edition 1.14’s native responsive functionality. The new design makes use of Everlast’s stunning product photography, creates a better user experience and makes administrative management much easier. Read more about this process in Blue Acorn’s case study with Everlast.
Everlast also solved its need to showcase products in unique ways with the SLI Merchandising Console. With the ability to create banners on results pages and promote specific products, Everlast is now able to merchandize to two separate customer groups – its longtime customer base of boxing enthusiasts, and a new group of customers looking to add boxing to an overall fitness routine.
For additional promotional efforts, Everlast began working with Bronto to improve its email communication. Now when new customers come to the Everlast site and sign up for emails, they receive a “Welcome” series of emails – these drive 38% of total email revenue, while accounting for only 2.3% of email sends.
“SLI is our big win,” Ebert said, “Now revenue from search represents 10% of Everlast’s revenue.”
He added: “You guys and Bronto are the best tech implementations we have.”
We’re glad to hear it, Mike. Keep fighting for better e-commerce!
According to the recent Forrester Research report “Must-Have eCommerce Features,” it’s critical that retailers support “spearfishers” – or shoppers who already have a specific product or brand in mind (versus those aimlessly browsing).
To achieve this, Forrester suggests casting one’s hook with easy-to-use site search, including autocomplete, and clear categories to support spearfishers who want to find, buy and move on. Additional research upholds Forrester’s findings as:
- 8 seconds is the average time visitors spend before deciding whether or not to remain on a site (MarketingSherpa)
- 43 percent of visitors immediately go to the search box (MarketingSherpa) and searchers are 2-3x more likely to convert than non-searchers
- 50 percent of users prefer to use a site’s internal search engine, as opposed to navigating the site (E-Commerce Times)
It’s clear that many online shoppers are spearfishers, which is why it is important for retailers to quickly serve up the products they are looking for.
Top Tips to Hook Spearfishers with Smart Site Search
Here are our top tips to help you provide your most focused shoppers with a satisfying search experience that leads to improved conversions and sales:
Autocomplete with Graphics – Type Less, Buy More
A critical feature for speed in site search is the ability to show product results with images from the first letter a searcher types. It gives shoppers one-click access to products they want to buy, reducing the number of clicks from search to purchase.
For even better guidance, also show search suggestions based on category, brand or department to let shoppers quickly jump to the right section of results. For example, a search for wine at Fortnum & Mason immediately shows popular choices and categories for wine gifts, wine glasses, wine and cheese, etc.
Moreover, allow users to preview products of interest right within the autocomplete box. For instance, update products displayed when users hover over search suggestions to give them more choices and increase engagement.
Jump Directly to a Results Page When You Know the Answer
Use redirects when you want to take visitors to a particular page on your site, rather than showing search results for a query or class of queries. For example, if there is only one result, it may make sense to take the visitor directly there, rather than showing them the search results page. When visitors type in a specific product or SKU numbers, take them directly to the product page.
Create Landing Pages Related to Specific Keywords
For some popular search terms, you may want to redirect users to a specific site search page tailored to that search keyword. For example, you may already have landing pages dedicated to particular brands. When visitors search for specific brands, you can send them to the related brand page instead of a generic search results page.
For example, Sports Unlimited serves up a landing page for any Under Armour brand searches. We recommend examining your site search reports to identify the most popular searches. Then consider whether you can provide a better experience by having dedicated landing pages for some searches.
Optimize the Mobile Experience
Speed and ease are especially critical for mobile “spearfisher” shoppers. Ensure your autocomplete helps you capture sales from your small-screen shoppers with dedicated mobile and tablet designs that automatically display options correctly regardless of device size and orientation.
As John Tomich stated in a recent article for Multichannel Merchant, “A successful mobile interaction with your customer is one in which everything is obvious, easy and fast.” He cites that mobile shoppers overwhelmingly prefer social logins for ease of use. Express checkout and easy payment options are as critical here as with any shopping site.
SLI Systems welcomed leading retailers and e-commerce experts from across Australia to the second SLI Connect Sydney summit last week. Hosted at the iconic Sydney Opera House, the event featured a strong lineup of top brands, including Krispy Kreme, Nisbets, Shopbot, eStar, Braintree, Temando, ChannelAdvisor and Bronto Software. Throughout the day, speakers and guests alike discussed the future of e-commerce and how retailers need to evolve in a fast-changing world.
Change is constant in the e-commerce industry
Consumer purchasing habits are changing. Smartphones and tablets now account for 55 percent of time spent shopping online. And we no longer make purchases through one channel alone.
As Tim Davies, known in the industry as “Mr. eBay” explained, “sometimes we begin buying on one device and then move onto another before making a purchase. Brands need to respond with an omnichannel approach.”
Importantly, it’s no longer just millennials who are digitally savvy. The older generation, those known as digital dinosaurs, are now taking their shopping habits online. And with more disposable income, they offer a new opportunity for e-commerce retailers.
Despite acknowledged challenges from international competitors, there was a real sense of optimism in the room. Retailers are taking steps to remain competitive, with nine out of 10 having updated their e-commerce strategies in the last year and adopting new technologies, such as optimising for mobile.
One of our keynote speakers, Krispy Kreme’s Digital Business Manager, Richard Schulman, emphasised the role of e-commerce tools in providing a high-quality customer experience and, ultimately, driving sales.
“It’s no secret that e-commerce retailers need to streamline their websites and make sure that they are easy to use for the average punter, but the secret is how,” he said. “Most businesses don’t realise how easy it is, or how important it is.”
It’s time to go mobile
The importance of mobile was a key theme throughout the day. Mobile commerce now accounts for 11% of e-commerce sales – and this figure is set to rise.
The growth in mobile has huge implications for e-commerce. No retailer wants to provide a poor mobile user experience as it creates friction for shoppers in finding and buying.
More than half of the retailers at SLI Connect had optimised their website for mobile and tablet – and those who hadn’t, have made it a priority for 2016.
No “silver bullet” for long-term success
Looking to the future, Blair Cassidy, VP of product management at SLI Systems, painted a compelling vision for the role of virtual reality in the future of e-commerce. He challenged innovative retailers to take the lead in implementing this promising technology.
But while virtual reality and other online retail technologies have much to offer e-commerce in the future, a key takeaway from the event was that no single approach or tool holds the key to success.
“There is no ‘silver bullet’ for success,” said panel member, John Menagh, director of sales at eStar. “Retailers must ensure their online and offline strategies are in harmony, so that consumers receive a consistent, high-quality experience of your brand, where ever they are.”
So that’s it for this year’s SLI Connect Sydney! A big thank you to all who attended, guests, speakers and sponsors, and for making our second SLI Connect such a success. The next SLI Connect event is planned for September 15, 2016 in New York City at the magnificent Carnegie Hall! Save the date and stay tuned – registration will open soon. Click here to view survey results from SLI Connect UK, which was held in March.
While you’re prepping for Holiday 2016, you can still please plenty of shoppers (and boost your business’ bottom line).
Spring is the perfect time to refresh your site. It is the season of spring cleaning and tax refunds, both of which can motivate consumers to treat themselves. Speaking of, I think I have some space for a new pair of shoes. …
So how can you attract and convert these shoppers?
Curate aesthetically pleasing landing pages
First impressions are everything. Impress and attract shoppers by curating unique landing pages for specific audiences. For instance, create pages that showcase your new spring inventory of sunglasses or patio furniture. Include links to these pages in your email marketing campaigns. (You can send me the one with the spring sandals.)
Use high-quality product photos and lots of them so shoppers really get a sense of your items. Seeing products from all angles, or clothing on a real person, will make shoppers feel more confident about adding items to their carts and checking out.
Lure shoppers deeper into your site with eye-catching banners that boast relevant content. After shopping for sandals, I will want to look for a new spring bag too.
Optimize for different devices (if you haven’t already)
Don’t be that online retailer that shows shoppers desktop results on mobile. Nobody has time for that! There is nothing more annoying for shoppers than having to zoom into desktop results on their mobile devices. In fact, they probably won’t bother and will instead move on to a site easier to use.
Shoppers are coming out of hibernation and no longer sitting at desktop computers or curling up with their laptops in bed. Make sure they can still enjoy a seamless shopping experience on your e-commerce site when they are out and about using mobile or tablet devices.
Set up your site search for seasonality
If I search for “sunnies,” I expect search results that contain (hot) sunglasses. Set up your site search to handle seasonal synonyms like “sunnies” and “sunglasses” so that shoppers don’t instead run into pesky no-results pages.
It should go without saying that your search should return relevant and popular items based on the search term. Consider conducting a site search audit and make sure the items that you would expect to be returned are coming up in search.
While you’re getting your site ready for winter code freeze, make sure you aren’t ignoring eager spring shoppers and spring clean your site.
For more recommendations on how you can improve your site, set up a site search analysis with our team.
It’s that time of the year again! On Wednesday, April 6, SLI Systems will hold its second annual SLI Connect event at the Sydney Opera House.
At the one-day e-commerce summit, you will hear from leading retailers who will be discussing, exploring and learning from each other’s e-commerce opportunities and challenges.
The day will include keynote speakers, presentations and an interactive panel from prominent online retailers and will end with an exclusive reception – all of which will provide quality networking opportunities.
This year, agenda highlights include:
- Opening keynote: A Future of E-commerce – Virtual Personalisation given by Blair Cassidy, vice president of product management for SLI Systems
- ChannelAdvisor customer presentation with Nisbets
- E-commerce expert panel with ShopBot, eStar and Braintree
- Joint presentation given by Temando with Krispy Kreme Australia: Making Dough(nuts): An E-commerce Success Story
- Bronto customer presentation with 2XU
- Closing keynote address given by Mr. eBay himself, Tim Davies, president of the Professional eBay Sellers Alliance in Australia (PeSA Australia)
The 2015 SLI Connect had a number of key takeaways including how Australian retailers can be more competitive with international entrants taking market share. This year’s SLI Connect will take a look at how brands have responded to this in order to remain competitive in an ever-growing global market.
We hope to see you there, register here!
Some people are just born lucky. You know the ones. It doesn’t matter if they are at a garage sale, flea market or thrift store, they are going to find exactly what they are looking for every time. It’s going to be the perfect size, the hottest color and an outrageously good deal. Their natural good fortune seems to be the only help they need.
Good for them, I say. But luck is not everyone’s lot in life.
What about the unlucky ones. The ones who can’t find a parking spot let alone a pair of Jimmy Choo’s for a screaming discount in the exact right fit and shade.
Yes, I know this is a first-world problem. But life is hard enough for the I-never-catch-a-break crowd. Shopping shouldn’t be a burden too. I can hear them muttering, “Why bother looking for a new dress. I never find anything I like anyway.”
Online retailers, you have the power to make even your most unlucky shoppers feel like they’ve won a million bucks.
First of all, I’m going to assume that if you are reading this blog you value site search. Hopefully, you are already delivering amazingly relevant search results based on what shoppers are most likely to buy. (If you have any questions about this, feel free to call us.) OK, moving on.
Give good recommendations. Almost every site has recommendations these days. That doesn’t mean they are any good. Don’t clutter the shopping experience by displaying random products. Smart recommendations provide a personal shopping experience. For instance, people who bought that lipstick also bought this blush. It’s like a knowledgeable salesperson is walking your shoppers through your store, and that makes shoppers feel cared for and understood.
Build buyer confidence. If you think you are unlucky, you might be hesitant about making an online purchase. After all, you might want to see the product in person before deciding to buy. Help shoppers overcome this mental hurdle by showing them every angle of the product in easy-to-view photos. In addition, catwalk and customer videos provide that almost in real life experience. This can be helpful when selling everything from clothes and accessories to dirt bikes and motorcycles.
Provide a seamless experience from any device. Don’t even try to ignore this one. We are a society addicted to our phones and tablets and phablets. Make sure your shoppers can shop at any time from any device. In addition, if your site is not mobile-friendly, it will hurt your site’s ranking in Google’s organic search results. (By the way, you’re invited to the upcoming Internet Retailer webinar: Mobilegeddon: Not Over Yet.)
The bottom line is this: The smarter your site is, the luckier your shoppers will feel. And who doesn’t like feeling lucky?
For more tips on improving your shopping experience, check out our Big Book of Site Search Tips.
What once was considered a niche market is now a booming billion-dollar industry. Savvy parents are ready to spend a pretty penny to give their bundles of joy the best start in life. Despite declining birth rates in many countries, the global baby care market is growing at a CAGR of 7% and is expected to reach $66.8 billion by 2017, according to Transparency Research (2014).
You don’t have to have a dedicated site for baby products to win these valuable customers. Many health and pharmacy retailers are catering more to the “parent and baby” demographic. Even lifestyle and outdoor retailers are adding infant and toddler items to their product offerings.
Here are a few ways that any online retailer with baby or toddler products can gain a greater share of parents’ and grandparents’ spending.
Focus on Mobile
Browsing the Internet with both hands free is considered a luxury for new parents. Swaying back and forth with a tiny infant in arms and a smartphone in hand is a much more common scene. Consider your site new-parent ready if the desperately sleep deprived can find what they are looking for while only using their thumbs. You’ll want to enhance the real estate of smaller screens while delivering relevant results with speed.
In addition, think about how best to streamline the purchase process for mobile shoppers. The fewer clicks, the better. Make sure shoppers have the option to save payment and shipping information so they only have to enter it once.
Make the Experience Highly Personal
A few months make a world of difference when it comes to what a baby needs and what parents want to buy. For example, moms and dads of newborns are searching for the perfect swaddle while parents of 6-month-olds are introducing solid foods and encouraging their babies to sit on their own.
When parents sign up to receive emails, gather the dates of birth, sex and names of their children. Tailor email campaigns and curate landing pages with products that match the baby’s age and each exciting developmental stage. In other words, send emails specific to celebrating a baby’s first birthday when the child turns 1, but avoid cluttering up your customers’ inboxes with irrelevant messages about newborns when their baby is already a toddler.
Your clickthrough rate on emails will be higher when parents know you are giving them valuable information specific to their kids. Also, keep in mind that parents will open a majority of those emails on a smartphone or tablet, so make sure both the email and the landing pages are tailored for the mobile experience.
Is it a Binky, Paci, Dummy, Soother or Comforter?
Does your site speak Baby? The pacifier alone has more than 100 pet names. Learning your customers’ language means they will more likely find the products they had in mind. Alternatively, ignoring synonyms, misspellings and popular pet names could lead to search queries ending in a “no results” page by mistake.
In-Store or Curbside Pick Up
Out of diapers and wipes? Need a humidifier for baby’s first cold? Sometimes even overnight delivery isn’t fast enough. If you are a retailer with brick-and-mortar locations, consider allowing customers to complete their purchases online and pick up products the same day at the store. Or even better, deliver their orders curbside to their cars. This will save parents time and keep them from having to wake a sleeping baby.
Babies aren’t the only ones who need special care. Retailers can gain brand loyalty before the little one even arrives by helping moms-to-be navigate fertility issues, morning sickness, stretch marks and postpartum preparation. These categories are often labeled “conception,” “pregnancy” and “maternity.”
For more tips on delivering an exceptional online shopping experience that will win over parents and grandparents shopping for baby and toddler items, take a look at our E-commerce Baby Boom industry brief.
Your online retail site is about more than just the products you sell. It’s also a valuable resource for your users. It should be engaging, offering unique photos, videos, articles and features that shoppers won’t get anywhere else. This content is a powerful tool that you can use to boost your brand and elevate your sales.
The creative use of content can give e-commerce customers a unique and memorable shopping experience – one that creates brand loyalty and convinces customers to buy.
There are many types of non-product content you can use to enhance your shoppers’ experience, and ultimately lead them to a purchase. Some of the top content types used on retail sites are social posts, blogs and how-to articles.
Showcase social posts
A social media strategy is a given for any online merchant today. When you integrate content from your social media networks into your main website, you can deliver more information to buyers and get them excited about purchasing your products. Show that your social pages offer reliable, valuable content and it will compel users to keep coming back for more.
Social content is especially important because it gives the consumer a window into how others are using the products they’re considering purchasing. Some photos, videos or blogs might appeal to a consumer’s practical decision-making by showing the quality and price of the item. Other posts might strike an emotional response, creating a desire for the item because it’s fun or in-fashion. Either way, social content can be a strong influencer in motivating shoppers to buy.
To take your social strategy to the next level, you can also tune in to the Tuesday, March 8 PracticalEcommerce webinar: 5 Ways Social Listening Can Drive Ecommerce Sales.
Be a blogger
A blog is an excellent way to incorporate great non-product content into your retail site while also showcasing your brand’s individual voice. It can also generate some great organic traffic to your site, since search engines like Google and Bing rate quality, consistent content higher in the rankings. A relevant blog naturally improves your SEO. As search engines increase in sophistication, the days of stuffing blog posts with relevant keywords are over. When you create posts that are relevant to your brand, they will naturally place high in search rankings. It also follows that other sites will want to link to this useful content, increasing the reach of your blog posts.
Giving customers insight into your company helps shoppers feel like they can get to know your brand and what it stands for, which helps to create loyalty that will drive future sales.
Offer how-to articles and videos
Inform your customers not only about what your product is, but also about what it can do. Offering how-to articles, particularly in the form of nicely edited videos, display your brand’s expert knowledge to users. When shoppers see that your company is an authority in the field, they will return to your site as a reliable resource again and again. Maybe they’ll come for those valuable instructions, but they are also very likely to come back to make purchases.
Make it Easy to Find
Whichever type(s) of content you integrate into your retail site, you have to be sure users will see it. Be sure it shows up in your search and navigation results. Then feature it prominently using tabbed results pages.
For the full set of tips and examples of integrating content into your e-commerce site, download our e-book: Use Creative Content to Convince Online Shoppers to Buy.