Translate search problems into substantiated impact scenarios.
Use your own data, conservative assumptions, and full fees instead of overall conversion claims.
Start with search volume
Determine how many visitors use search and which part of product interactions and revenue runs through searching visitors.
Identify loss points
Zero-result searches, low CTR, poor mobile UX, irrelevant ranking and missing product data have different solutions and costs.
Work with scenarios
Calculate a low, middle and high scenario for small improvements in CTR or conversion. Treat this as potential, not as a guarantee.
Take attribution uncertainty with you
Only use attributed orders that are sufficiently reliable and show unattributed share separately.
Calculate total costs
Ing count license, implementation, integration, management, product data, training and internal development time.
Plan measurement moments
Use the same KPI definitions before and after go-live and correct for seasons, campaigns and stock where possible.
Value outside of turnover
Also, bring less manual management, better assortment insights and faster international rollout when they are demonstrable.