Getting More Out of SearchJoshua Palau, VP Search

GETTING MORE OUT OF SEARCH

Razorfish Creates Experiences that Build Businesses

GETTING MORE OUT OF SEARCH

Search Creates Discovery Experiences that Build Loyalty

GETTING MORE OUT OF SEARCH

Visitors Who Convert ?????

But We Rarely Track All of Those Experiences

GETTING MORE OUT OF SEARCH

Evolution = Understanding that Every Interaction Counts

Evolve by Understanding Valuable Actions

GETTING MORE OUT OF SEARCH

ActionClicked and ConvertedStore Locator / Visited StoreLatent ConversionsPhone CallConverted on Different ComputerConverted thru Other MediaConsidered But Didn’t Purchase (Abandoned cart)Opt-InNo Action: Good Experience (Browse)No Action: Bad Experience

Visits281211

152

2543

100

Value per Action250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 250.00$

$10$5

(1.00)$ 1514

Total Visitor Value500$

2,000$ 250$ 500$ 250$ 250$ -$ 20$

125$ (43)$

3,852$

Total Clicks = $500.00We only measured against the two who convertedOptimize to those two

Closing the Loop

• Leverage learning’s from existing programs • Use Search to identify contact opportunities• Use Email to identify new keyword categories

• Close the loop through confirmations

• Build loyalty

Channel Evolution

GETTING MORE OUT OF SEARCH

?

Delivering the Experience

GETTING MORE OUT OF SEARCH

• Deliver the experience by meeting consumer demand

• Bounce rate by keyword group + landing page uncovers improvement areas

• Provide choice when queries are too broad to match searcher intent

• Rank organically for broad and specific terms

Content Evolution

The Target is Evolving

GETTING MORE OUT OF SEARCH

• The experience should match searcher intent

• Product searches with location based results

• Scanner usage increased dramatically

• Product comparisons, coupons, inventory management, GPS-based offers

Extend Beyond the Desktop

Search Evolution Requires Goal Evolution

GETTING MORE OUT OF SEARCH

CMO/CEO Job is Evolving

GETTING MORE OUT OF SEARCH

The best or nothing. That is what drives us.

Stay away from this

GETTING MORE OUT OF SEARCH

Bounce Rate

Site Copy

CTR / CPC / Imps / Rankings

Traffic

Too Much Data

Cool

Evolve the Conversation into this

GETTING MORE OUT OF SEARCH

Missed revenue opportunities

Delivering the Experience

Conversion / Sales / LTV

Engaging your Audience

Actionable Insights

Sales

Evolve…

• Optimize the entire experience – not just the 2%

• Deliver a true discovery experience

• Evolve your goals

• Speak the CMO language

Thank YouJoshua Palau, VP, Search

www.razorfishsearch.com

@searchshots