WowCommerce
Infographic: Email Opens, March 2013

movableink:

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Charts are based on data collected by Movable Ink’s Advanced Analytics platform between March 1 - 31, 2013. They reflect aggregate statistics across Movable Ink’s customer base, which includes more than 100 enterprise B2C marketers from the retail, travel, financial, media, and telecommunications industries.

Because determining email opens requires images to load, the percentages for some device-types and platforms might be over or underrepresented.

 

Apple home page in memory of Steve Jobs

Apple home page in memory of Steve Jobs

Consider incorporating the “Floating Search Box” so that visitors always see and have access to the search box as they scroll down the page- this way they do not have to scroll back up to the top of the page to search.

Why do this? Makes sense as scrolling down the page means they are looking for something that hasn’t been found. Why not make the search box more available to these visitors emphasizing search and making it more accessible.

On average, visitors that search convert at a rate of 4X those that don’t.

Resources:

See it in action here: 

http://wellness.feelgoodstore.com/search#w=shoes&asug= 

One retailer did a AB split test for 3 weeks sending 50% of visitors to a page with the floating search box and the other 50% of visitors did not see the floating search box. The results were compelling as Per Visit Value increased by 24% for those that saw the floating search box. 

Take a look at the length of the top 10 retailers search boxes.

Then consider if your search box is big enough.

To determine, look at your top search phrases, the number of characters used on average and from that you should have a good idea of how long to make your search box. 

Why? On average, visitors that search convert at a rate of 4X those not searching a website. 

Resources:

Marketing Sherpa, 4 Simple Steps to Tweak Site Search Box & Lift Conversions 20%”: http://www.marketingsherpa.com/content/?q=node/5359

Blog, What’s the Best Search Box Size: http://www.smileycat.com/miaow/archives/002015.php (July 2010)

Data pulled from Google Analytics Advanced Segments, aggregated from five retailers over a 30 day span shows how visitors using Rich Auto Complete compare to those that don’t:

in Gray: Shows Different (4) Metrics & (3) Types of website visits:

  1. without searching the website
  2. searching the website
  3. those that use Rich Auto Complete (overall, those that click through products and those that click through to search suggestions) 

in yellow column: Compares return for Rich Auto Complete vs. visits without site search  

in Green Column: Compares return for Rich Auto Complete vs. visits with site search 

For example, Conversion Rate across 5 retailer websites shows that visits:

- without site search convert at 2% 

- with site search convert at 9% (4.5X visits w/o site search)

- with Rich Auto Complete visits convert at 15% (7.5X visits w/o site search)

Data: my worst enemy, my best friend
Chris Tucker

Clicking on the link above will take you to three retailers Google Analytics accounts that shows Rich Auto Complete usage and compares Ecommerce Conversion Rates 30 days prior and 30 days after implementation.

These sites saw an increase of 12%, 10% & 18% (average increase of 13%) in Ecommerce Conversion Rates from search compared to the previous 30 days.

Data suggests that by adding Rich Auto Complete retailers can create an engaging website experience and this feature can get search visitors to what they’re looking for faster and fewer clicks.

Here is a video of Rich Auto Complete- which lets visitors searching a website see both relevant search suggestions as well as products enabling them to go from a few keystrokes at the home page to find the phrase or product they are looking for in less time and fewer clicks.

Here are a few retailers using Rich Auto Complete:

http://www.bestbuyeyeglasses.com/

http://www.americanbridal.com/

http://www.step2.com/

Why do this? 

Showing search and product suggestions below the search box provides a serendipitous experience, will reduce the amount of spelling errors and get your visitors to better results pages and product detail pages in less time and fewer clicks. 

Further Considerations:

Track Rich Auto Complete usage in your web analytics tool to see how these visitors compare to those not using it. And if interactions with Rich Auto Complete or any other functionality convert better consider communicating it’s availability out to your customers by making the search box stand out more or even in your email communications. 

A business absolutely devoted to service will have only one worry about profits. They will be embarrassingly large
Henry Ford