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Search & Navigation 2.0

Carsten Kraus. Search & Navigation 2.0. The ways inside your shop, updated for more success. „Surfing the net“ belongs to the past. Today users know where they go When entering the internet, they have aims in mind: They want to find out about sth. They want to do sth. (e.g. buy )

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Search & Navigation 2.0

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  1. Carsten Kraus Search & Navigation 2.0 The ways inside your shop, updated for more success

  2. „Surfing the net“ belongs to the past • Today users know where they go • When entering the internet, they have aims in mind: • They want to find out about sth. • They want to do sth. (e.g. buy ) • The aims may change during a visit, but users are never aimless • They enter your shop, only if they believe they can reach their aims there • If at any point they don’t see how they can get closer to their aims in your shop, they jump to the next one.

  3. The 3 Phases of Online Purchase • Visit the website: Online-Marketing • Find desired products: Search & Navigation • Finalize purchase: Trust, no barriers • Success factors: If only one of these phases does not work perfectly, the purchase is in danger

  4. Who is speaking to you? • Carsten Kraus, CEO of Omikron Data Quality, the makers of FACT-Finder • FACT-Finder is an innovative search & navigation technology from Germany

  5. Facts about FACT-Finder • Over 500 shops throughout Europe • Shops with FACT-Finder represent 3.5 billion € annual turnover • Market share German Top100: • 46 Standard Search • 10 other • 44 FACT-Finder • our market position is still increasing! 44 FACT-Finder 46 old search 10 other

  6. The 3 Phases of Online Purchase • Visit the website: Online-Marketing • Find desired products: Search & Navigation • Finalize purchase: Trust, no barriers • Success factors: If only one of these phases does not work perfectly, the purchase is in danger

  7. 80% of the users want to search • 35% of them (= 27% total) do not find the desired products,… • …although the online shop has them in stock

  8. Why Search does not Find: • Typing errors: digtial camrea  digital camera • Multiple spellings: Foto  Photo • Orthography: Asspyrin  Aspirin • Colloquial abbreviations: digicam  digital camera • Composite words: Plateaustiefel  Lederstiefel mit Plateausohle (German & Skandinavian Languages) • Multidirectional Thesaurus:trousers  jeans  Levis trousers  pants

  9. Often search finds too much • With generic search terms, there are often several hundred results • Customers do not want to browse for hours

  10. When search finds too much… • Ranking • Sales • Deliverability • Your margin • … • After search navigation • Allow users to refine their search

  11. What to show on the results page? • Price • Picture • Size! • Exact product type • deliverability • discount • Relevant criteria to narrow their choice further

  12. Fomt size: not too small! Table view: All elements always at the same position Colors can help to emphasize items When products are bought on looks, use gallery view Results page II

  13. List view • Attention decreases from top to bottom

  14. Gallery view • Attention is distributed almost equal

  15. Gallery view • Attention is distributed almost equal • Mostly! ;-) • What could be the reason?

  16. 80% of the customers want to search Make them happy  Carsten Kraus ckraus@omikron.net www.fact-finder.de

  17. The business impact of finding • Customers who don’t find, can’t buy • As researched by Nielsen Norman Group, in 2001 customers did not find in 27% of the cases where the product was present • The study is 8 years old, but • The situation in most shops is still the same • as search & navigation have not principally changed. • Thus, there is a chance of increasing your conversion rate by those 27% - take it!

  18. What do customers search for? • products • „Trousers“, „Digicam“, „17 inch Monitor“ • Brand names • categories • „bargains“ • Background-Infos • „Time of delivery“ • „Telephone“ • „returns“

  19. Search often has problems • too much found • Nothing found • Or the wrong things: Example • In all three cases the user does not feel he has found

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