Direct Mail News & Resources

Most Merchants Aren’t Optimizing Site Search to Improve ROI

Global ecommerce merchants are missing significant opportunities to improve the effectiveness, reach and return of their marketing and sales programs, according to a new survey of 160 global retail organizations conducted by SLI Systems. While the survey shows online retailers’ top priorities for 2014 are their ecommerce platform, site search and SEO, followed closely by mobile and customer-focused analytics, still 57% admit to not utilizing their site search reports and information to enhance marketing programs. Only 25% of retailers say they integrate site search data into email marketing campaigns to better customize offers for customers, with 27% creating SEO landing pages populated with site search results and custom banners, 13% taking advantage of site search to power mobile search, and only 11% integrating site search with various social media channels to improve amplification. [RELATED: 5 Ways Site Search Data Creates Better Merchandising ] Half of respondents say they are not doing more with site search to enhance marketing and sales programs due to limited resources, while nearly 30% say they just aren’t sure how to do it, and 10% cite their existing site search solution does not allow for integration with marketing programs. Savvy Retailers Reap Site Search Benefits SLI Systems customer Jelly Belly knows firsthand how important site search can be to the efficacy of marketing programs.  The gourmet jellybean and candy retailer uses on-site search data to ensure the appropriate top-searched keywords are incorporated in press releases, advertising and marketing materials. In addition, Jelly Belly uses site search merchandising capabilities to tune results and create landing pages for customized product groupings. For a Cinco de Mayo promotion, for example, Jelly Belly grouped various beans together to create “recipes” for tres leches cake and Mexican hot chocolate. The company then uses the URLs of those dedicated landing pages for display advertising, retargeting and email campaigns. Jelly Belly also dropped a banner tool onto that page to tie the promotional assets from the email or banner ad to the landing page so it all makes sense. The result was

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Most Merchants Aren’t Optimizing Site Search to Improve ROI

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