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July | 2012 | Transform Agency

Effective eCommerce and Design

Monthly Archives: July 2012

Improves Sales by Optimizing Magento’s Search

If you have an eCommerce site and you haven’t given due attention to your on-site search results pages, you should re-consider. Consumers often use on-site search to find products they are looking for quickly. A study initiated by MarketingSherpa discovered that searchers are almost twice as likely to convert as non-searchers in any given website visit.

The Magento Commerce platform includes fundamental features that can lead to better quality control of your search results pages. Since the end goal is always improved conversion rates, let’s take a “results-based” approach and offer the following five tips on how to improve your search results page in Magento:

Product Setup:

  1. Don’t take shortcuts: Take your time with each product’s data: Be specific and provide as much detail and information as possible.

Configure your Attributes (filters):

  1. Make sure that all products are available via quick search.
  2. Analyze which attributes show in the layered navigation of the search results page. Does it match user searches?

Sort the order the search results page attributes, placing more important attributes toward the top. For example, if you were sorting search results for a clothing site, the “size” attribute would most likely be at the top of the filters.

Magento Reporting:

Track what your users are searching for and what results they are actually seeing. Focus on identifying search terms that aren’t coming up correctly, including high-volume search terms and misspellings.

Modify your search results to make improvements:

  1. Magento gives you the ability to control what is actually shown to users when performing searches. As an Administrator, the functionality in Magento enables you to alter the logic of the search engine—further improving it.
  2. Start with your highest volume search terms first, working your way down., but manually go through the searches and analyze the results
  3. Is your site returning the best possible products for that search term?
  4. Are there other products that should be appearing? (add necessary synonyms to include related products.
  5. Is there enough volume for that term to justify creating a custom-landing page for a specific search phrase?

Summary:

Although a tedious process, using these strategies should improve website’s conversion rate and sales. Although many visitors prefer to use the category system a large percent will choose site search as their primary means of navigating your website. So, it becomes necessary to configure your site search for the most relevant results and repeat this process from time to time to keep site-search optimized.

Posted in Conversion Rate Improvement, Ecommerce, Magento

No Rest for Pinterest: Social Media's Latest Rising Star

For e-commerce web site owners, your site’s header should feature the Pinterest signal including red and white “P” icon alongside your other social signals — Facebook, Twitter, LinkedIn. Your product images should be “pin it” ready so your brand can be shared within this growing community of 20 million users.

Social media, social network, social platform, social community… No matter how you label it, social media is ubiquitous in today’s world, not just the Internet. Old media, such as TV, radio and print is still flooded with advertising but as consumers, we are now being bombarded with even more advertiser “call-to-actions” including social media tag lines, “Like Us on Facebook” or “Follow Us on Twitter.” Some companies and celebrities promote their social profiles even more than their actual product, service, or art which they should be promoting two-fold. Social media’s influence is increasing so much that certain celebrities with massive throngs of fans or followers (e.g. Lady Gaga – 27 million Twitter followers), are often paid to tweet or post Facebook statuses related a particular product or service.

If someone asked you to name the biggest social media platforms right now, you’d most likely list off the usual suspects including Facebook, Twitter, LinkedIn. But would anyone say Pinterest?

Pinterest is a rapidly growing social content community where “re-pin” and “boards” are the on-site buzz-words similar to “likes” are to Facebook and “retweets” are to Twitter. Imagine a virtual bulletin board, where the rest of the world wide web’s pages are the clippings that you can “pin” onto your own virtual board. Well, that is Pinterest. According to Experian Hitwise, it is now the third most popular social network in the U.S. with 104 million monthly visits, more than LinkedIn or Google +, and second only to Facebook and Twitter with 7 billion monthly visits and 182 million monthly visits respectively. What’s most astonishing is that Facebook and Pinterest each average 405 minutes a month per user. How did this happen this quickly?

Developed in 2009 and launched a closed beta version in 2010, Pinterest was not an overnight success story. The success of any social platform is largely based on it becoming a part of a user’s daily routine. Most individuals were so caught up with real time news feeds, texts, and Facebook status updates that they failed to stop and take a minute to appreciate Pinterest’s unique grid-like design. Now, an estimated 20 million users later, it is safe to say Silbermann’s insect and stamp collection-based idea is thriving. Silbermann credits this growth to his personal interaction with the first 5,000 users a reason for its growth along with relentless pursuit of quality investors.

Time will tell if Pinterest becomes a part of pop culture and everyday vernacular like Facebook and Twitter have. As the rate of its growth, it has a strong chance but there are many questions such as whether society can handle not two just primary social networks, but three?

Can Pinterest become a part of your daily routine?

Posted in Ecommerce, Ecommerce marketing, Uncategorized

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