Unlock the Secret to Site Search – Learn from the Success of Aussie Retailer CrackaWines

Shaun RyanCEO, SLI Systems

BY THE NUMBERS

A Snapshot of Australia’s eCommerce Landscape

Number Crunch

• $37 Billion AUD (2013 Projected) VS $27 Billion AUD in 2010 Spent Shopping Online (1)

• 94% of Australia Population Have Access to the Internet (1)

• Average Spend Per Online Consumer is Over $2,000AUD Per Annum (1)

• > 50% of Australian Consumers Shop from Australian eCommerce Sites (1)

• Most Popular Categories are Travel and Accommodation, Music and Entertainment,

Clothes and Jewellery (1)• Australia Has One of the Highest Smartphone Adoption Rate in the World – 65% of

Australians Own a Smartphone (2)• 41% of Smartphone Users Have Purchased a Product on Their Smartphone (2)

(1) Source: eConsultancy Report, Analysis of AU eCommerce Statistics 2012

(2) Source: IPOS MediaCT Our Mobile Planet: Australia 2013

THE DIRT ON SEARCH

Improve Your Revenues By Improving Site Search

Bad Search vs Good Search

Bad Search Good Search

• I Just Want Pants

Effective Site Search

• Search is Popular – Typically 50 % of Your Visitors Will Use It

• If Consumers Can’t Find It, They Can’t Buy It: You Lose Money

• 73% of Visitors Leave a Site Within Two Minutes if the Experience is Poor

• People Who Search Convert at 2 - 3x the Rate of People Who Don’t

• Improving Search, an Easy Way to Increase Your Revenue

• Watching Search Behaviour Helps You Understand Your Visitors

• Think About Your Site Behaviour - Do You Search First?

Understanding Visitors’ Language

• The Site Search Box Gives You Insight into the Language of Your Visitors

• It’s Often Different to the Language You Use

• Retailers See a Huge Variety of Query Terms and Phrases

• Pay Attention to Changes in Behaviour, Trends and Seasonality

• Helpful for SEO, SEM and Other Advertising

• What are Users Searching for RIGHT NOW?

Use KPIs to Measure Success

Understand How You are Tracking Against Your Objectives:

• Top Searches

• Searches with Poor Results Inc Zero Results

• Search to Purchase Conversion Rate

• Average Rank of Clicks

• % Search to Click-Through

• Speed of Search Results Page (Page Load Times)

• Volume of Search Queries

Why is Search Important?

• 43% of Visitors’ Who Land on a Site Go Directly to the Search Box (1)

• Site Search Users are Almost Three Times More Likely to Convert (1)

• 50% of Users Prefer to Use a Site’s Internal Search Engine, Opposed to Navigating

the Site (2)

(1) Source: MarketingSherpa.

(2) Source: E-commerce Time.

A CLOSER LOOK

CrackaWines and SLI Systems – The Proof is in the Pudding

Wine…

Why CrackaWines Approached SLI Systems

Snapshot on CrackaWines

• CrackaWines is Australia’s Largest Wine Site

• > 4,500 Products and >160,000 Product Reviews

• Traffic Growth >100%YoY

CrackaWines Approached SLI Systems in Early 2013 in Need of a Site Search Solution

Business Problem: Users couldn’t find quickly enough what they were looking for in

CrackaWines’ large inventory, negatively impacting conversion rates. CrackaWines wanted to

ensure users were able to quickly find what they were looking for and to allow users to easily

filter their search results.

CrackaWines also sought to increase conversions and average basket size value and enable

tuning of search results to match business objectives.

• Rolled out Learning Search, Learning Navigation, Rich Auto Complete

• Added SLI Mobile Integration in April 2013

Solution Found

• Rich Auto Complete Ensures Access to Products Directly from the Search Box

• 33% of Searchers Use RAC

• Conversion Rate 2 X Higher

• AOV 17% Higher

appear.

Relevant

• Learn from User Behaviour

Search Responsiveness• Introduction of AJAX for Seamless Loading and Display of Search Results and

Refinements

AJAX increases page performance because it only requests the necessary data from SLI’s search servers when a consumer does a search or selects an option on the search page. The improved refinements and page-load speed has led to higher conversions. 20% increase in conversions

Search Responsiveness• Multi-Faceted Search Refinements• Recent Searches

Consumers can multi-select their refinements to quickly refine results. They can search on any of:

PriceNumber of Bottles Per Case How They Want to Buy — Immediately, From the Daily Deals or at AuctionBy Variety By RegionBy Vintage By BrandBy Wine RatingBy Country

Integrated Banner Marketing

• Search Results Page – Targeted Banner Marketing

Insights gained into customers’ on-site behaviour has also allowed CrackaWines to fine-tune search results and use banners for one-to-one marketing to promote wines in which the customer is interested.

No Results Page

Mobile Offering

Home Page Integration Search Refinement Filtered Results

• Wine on the Go

CrackaWines chose to replicate their site experience for mobile users, they found this necessary because of their changing customer profile and increased mobile traffic.

ABOUT SLI SYSTEMS

We Love to Search

About SLI Systems

• We’re Almost Teenagers – We’ve Been Around for Twelve Years

• We Were Founded in New Zealand With Global Offices in Australia, New Zealand,

United Kingdom & US

• We are Publically Listed (SLI NZSX)

• Some of Our Happy Customers – We Serve Over 600 Sites Globally

Search That Works

Don’t Forget to Enter the Draw to Win a Case of Wine

Visit at Stand 1004

“Search is a critical part of our website that we can just ‘set and forget’, confident in the fact that SLI are constantly evolving and improving this aspect of our website’s offering.”

Calvin Brodie, Head of Digital, CrackaWines