Last time, we created an article about ZoobGear store. They increased conversion through the site search up to 45% using Searchanise. ZoobGear is a Shopify customer, but I’m going to prove you that e-commerce platform doesn’t matter. Searchanise increases conversion through the search on any other platform.
I’ve talked to Tom from Active In Style and The Active Man stores. They’ve been using Magento for a long time, and we’ve discussed how the advanced search helped their store to boost sales. Tom, tell me please a few sentences about your stores. How did you come up with the idea of selling sportswear?
So the story of the sites started from Lorna Jane in Australia. Our founder Caroline Lucey moved back to the UK from Lorna Jane in Oz, and she noticed hardly anyone wore activewear in general (whereas in Australia this was a common thing). On seeing a few more people wearing activewear in the following months, Caroline decide to contact Lorna Jane to sell their brand in the UK, an agreement was made as long as she didn’t trade under the Lorna Jane name (as this could be a potential market to enter for them). That’s where birth of Active in Style came from it felt like almost instantly there was a huge demand for this high quality activewear. After the success of selling Lorna Jane to the UK market, many other brands approached Active in Style to sell on their behalf; Running Bare, Jaggad (both Oz brands) and then Onzie to name a few. After which we had gotten the attention of Adidas, Under Armour and Puma who all wanted to work with us.
Since then we balance lesser known brands we are passionate about and want to push to the market, and the bigger brands who help from a discovery and trust point of view. We’ve been going from strength to strength. Why did you decide to use an improved search in the store? Did Searchanise increase your conversion through the search?
We run on a Magento platform, and before Searchanise we had a poor standard Magento search. If you had searched black tank tops on our site you’d get some black tanks (usually one’s with “tank” in the name) but often there would be rogue items like blue leggings. Although most importantly not all the black tank tops would appear in that search. It was embarrassing and an area we highlighted which needed to be improved immediately.
The impact of Searchanise has been vast not only does it provide an accurate search of our product database but the software is highly customisable meaning we can develop the pages to replicate our standard pages. All this being said the most important aspect of an ecommerce site search platform is has it improved our conversion rate. In June 2016 using the default site search we had a conversion rate of 3.85% from 1116 sessions (site search sessions only) – magento default plugin in place. In June 2017 using the site search we had a conversion rate of 5.05% from 1841 sessions (again site search sessions only) – when Searchanise was in place. It’s very impressive to see not only our traffic to go up but the conversion rate increasing so substantially is incredible. The best thing about this particular data is the search bar is in an identical location and the increase in sessions would be a natural increase rather than traffic being focused to the search.
What other tools did you use to increase your store conversion in general?
The other tools key to helping our sites are Hotjar in terms of understanding our customer journeys, Google analytics is essential, we use an automation email provider called Ometria and then onsite features like shop the look and our ability to use bundles allows us to increase our conversion. It was a great interview with Tom from Active In Style store. Many store owners pay a lot of attention to their adv campaigns, recommendations and email marketing. These tools are great, and they really help! But try to think about user experience, how easy for customers to find products and buy them. You’ll see that Searchanise is not a search, it’s a sales tool! P.S. If you want to measure your search effectiveness, read our article about it. And don’t forget to share your results with us: drop a line to firstname.lastname@example.org
In my view, the effectiveness of any application is measured in profit that it brings the store owner. Let’s take a site search for example. Econsultancy site research shows that the conversion among the visitors who used a site search is two times higher than among those who browsed through the products catalog. It’s good for store owners, and it sets them a goal—to create a convenient search in the shop to turn visitors into buyers.
Today, I’ll tell you how it is easy to evaluate the search effectiveness in your store with the help of Google Analytics (GA). GA believes that the search inside the store is an extremely important factor: it provides special “Site Search” reports to analyze the site search traffic.
Here is what you can analyze via GA:
Monitor how often visitors use search on your website (Google Analytics divides visitors into the Visits Without Site Search and Visits With Site Search groups).
Measure search conversion and compare it with product catalog.
Evaluate the revenue and the average order value in the search.
Analyze customers’ behavior who use site search.
- And the main thing—understand if you need to invest in the search development, and how soon you will return your inv estments.
3 Steps to Set Up GA for Search Analytics
1. Turn on Enhanced Ecommerce in the Shopify admin panelGo to the Online Stores tab → Preferences and find Google Analytics item. Add your GA code if you still haven’t activated analytics.
2. Turn on Enhanced Ecommerce in the GA admin panelVisit Admin page → View tab → Ecommerce set-up. Next, turn on Enable Enhanced Ecommerce.
3. Turn on Site Search Tracking in the GA panelOn the previous step, we activated visitor tracking for Ecommerce. Now, go to the Admin page → View → View Settings. Find and turn on Site Search Tracking on the bottom of the page. In the Query Parameter field, enter the letter “q” that means an internal query parameter in the site searсh. Other search apps could have different query parameters, and you can enter up to five parameters, separated by commas. Read How to identify search query parameters below.
Great! Now, GA tracks internal search traffic in your store!
Evaluation of Results
To view GA reports, open Behaviour tab → Usage. You’ll see the standard analytics reports based on visits. They are not so interesting for the evaluation of the financial efficiency of the search. So, go to the Ecommerce tab and choose to create charts by Revenue option as it shown on the screenshot.
Now you can get the efficiency graph for your search:
You have two segments of customers: Visits Without Site Search and Visits With Site Search. Compare clients by the following parameters:
Standard measure of how many visitors use search or view catalog.
Shows revenue of each segment. GA tracks your customers purchases, and how they made them: through the catalog or through the search. All customers purchases are added up together, which shows the profitability of each segment.
It shows how many purchases were made by customers from different segments. GA monitors whether the purchase took place or not, and from what page the user came to the product page.
- Avg. Order Value
It’s calculated by dividing Revenue by Transactions.
- Ecommerce Conversion Rate
It shows how many clients have made payments. It is calculated by dividing the number of customers in the Sessions column by the number of transactions.
- Per session value
Average revenue per visitor. The fewer visitors at a high check per buyer—the higher the parameter.
It’s clear from our table that the majority of our customers viewed products through the catalog and made more purchases there. However, the customers that bought goods through the search brought more profit, and conversion of these customers was 39% instead of 17%.
Counting the total profit from all the customers who have purchased through the search, you can see the effectiveness of the internal search in your store!
We’ll be happy to know the results of your measurements. Join our private community on Facebook Shopify Growth Tips, and share your results!
Today, I want to tell you about the services collecting product reviews. I came across 43 applications of this kind in the Shopify App Store. Some of them are free and some cost a lot of money. But there is a service our whole team fell in love with. The service is called Yotpo. It collects reviews from websites, Q&A, social networks, and e-mail messages. We were also pleasantly surprised that Yotpo can use the collected user-generated content (reviews and product ratings) to promote products on social networks.
We were so pleased with Yotpo that we’ve added its product ratings and comments to Searchanise! Now you can promote your products with the help of the user-generated content from the first letters typed in the search field. Look how cool it looks on the screenshots and demo store!
The Yotpo team highly appreciated Searchanise bundled with their service. Therefore, they will hold a personal product demo, explain you the extended features and help you develop a strategy for collecting the user-generated content.
And there’s more! As we begin our partnership with Yotpo, Searchanise customers receive a 20% discount for the paid Yotpo subscription during the first year plus 10% lifetime discount. And Searchanise customers who purchase Yotpo subscription also receive a 50% discount for 6 months for Searchanise PRO!
P.S. If you are already a Yotpo customer, use the Searchanise integration instruction.