1. Ethan Giffin, CEO
Groove Commerce
Pubcon 2011

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3. Our goal is to bridge the gap between marketing
and technology and deliver a user-friendly, high
converting product to each one of our clients.
Baltimore & Brooklyn Offices
Services include:
www.groovecommerce.com
• eCommerce Website Design 800.564.9826
• Magento Development & Integration @GrooveCommerce
• Social Media Marketing
• Pay Per Click (PPC) Management
• Search Engine Optimization (SEO)
• eCommerce Site Analysis
• Conversion Consulting
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4. These Visitors Want to Engage!
Conversion Rate 300-500% Higher
Average Order Value (AOV) 25-50% Higher
60% of Retailers Say 2nd Easiest to Grow Sales*
Yet Most Retailers Never Look Under the Hood
Recent Client - 6 of Top 10 Terms „$0‟ Revenue
So What are the Options…
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5. Out of the Box / Free Text
Solr
Nextopia
SearchSpring
SLI
Celebros
Custom Built
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7. 100,000 Monthly Visitors
2,500 Orders / 2.5% CR
Typical Average Order Value - $80
11% of Visitors Used Search
Of Those that Searched?
6.5% CR  $100 AOV  29% of Sales
That‟s‟s 715 Orders Just from Site Search!
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8. Much Easier to Go From 6.5% to 10%
Than 2.5% to 3.5%...
6.5% - $71,500 Sales
8.5% - $93,500 Sales (+ $22,000)
10% - $110,000 Sales (+ $38,500)
43% of Visitors Type „Category Name‟ into Box*
Only 4 Out of Top 10 Terms Produced Sales!
1 of the 4 Was “Enter Your Search Here…”
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9. 1. Need to Reiterate
Search Phrase
1 2. Better Product
3
Merchandising
3. Create Filtered
Navigation
2
Products vs.
Category vs. Brand
vs. Content…
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11. Analytics
Ongoing Choose Your
Review Path
Configuration Design
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14. Make Sure Google Analytics Tracks Search
Top 100 Searches
Top 100 Searches with No Revenue
Top 100 Searches with No Results
Similar Product Called Something Else?
Missing Important Words from Descriptions?
Do You Not Currently Sell this Product?
Last Years or Discontinued Models?
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16. Out of the Box
3rd Party
Hosted Subdomain vs API
Universal Search
• Commerce x Content x Community
Filtered Search
Spelling & Synonyms
Autocomplete
Reporting
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20. The Data Feed
Attributes
Your Search Box
Did you Mean? / Spelling
Synonyms
• Unidirectional > vs. Bi-directional =
Direct Hits & Boosting
No Results Page
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24. 1. Popular Search
Terms / Cloud
2. Perform Another
1 Search or Call for
Assistance
2 3. Show 3-9 Best
Sellers / Buyers
Guides
3
Help the Visitor Get
Back on Track!
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25. Hosted Subdomain / Analytics
Filtered Navigation / Spider Traps
Canonical / Duplicate Issues
Proper Robots.txt
Great PPC Landing Pages!
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26. Analytics
Ongoing Choose Your
Review Path
Configuration Design
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27. With over a decade of industry experience in eCommerce, Ethan E. Giffin
SEO and the dynamic technologies that drive them Ethan CEO & Founder
Giffin founded Groove Commerce to be a boutique web
ethan@groovecommerce.com
agency that provides enterprise class service for online
Twitter: @Opie
retailers.
This blend of industry and agency experience has made Ethan
a sought after speaker and panelist at top events including:
Internet Retailer, Magento Imagine, eTail, Search Engine
Strategies (SES), SMX, American Marketing Association,
PubCon and Ad:Tech.
Currently, as CEO Ethan is leading the charge as an Award
Winning Magento partner.
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