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Groove Commerce CEO Ethan Giffin On Improving E-Commerce Sites With Search And Checkout

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Published on Jan 19, 2012

During Pubcon Las Vegas 2011 the conference's video content producer Vanessa Zamora sat down with Ethan Giffin, chief executive and founder at Groove Commerce to discuss the topic of e-commerce, which Giffin spoke about during Pubcon. Giffin said they do a lot with the Magento e-commerce platform, and that since the company was acquired by eBay earlier in 2011, Giffin said he is excited about the changes going on in the space surrounding that. Groove Commerce is aiming their focus in the design build of Magento sites and in the other half of optimizing and increasing conversion rates, he continued.

Giffin, who spoke at Pubcon about using search engine optimization (SEO) to improve e-commerce websites and the challenges surrounding that, shared two tips that his company applies when working with clients. The first item he said they look at, which is the easiest fix, is the site search and the second is the checkout. Site search is the number one way to drive traffic with the assistance of third party search engine providers that can come in and power your e-commerce site search, Giffin shared. The checkout, according to Giffin, is the only place where you can increase the conversion rate and it equals top line revenue, so figuring out how to get more people through that revolving cart page, how to get them through the actual checkout page, and if it should be a one step checkout or a multi-step checkout are all things Groove Commerce looks at when analyzing a website to make improvements.

In conclusion, Giffin said he likes to think about Pubcon as the conference for the people that speak at conferences, so all the nice tidbits of information like what are the latest Google strategies, how social media is invading the space, how Facebook and Twitter are playing into overall optimization and affecting rankings are topics he was excited about hearing during sessions and around Pubcon.

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