search & navigation 2.0

© OMIKRON 2004 - www.omikron.net© 1993-2005 OMIKRON Data Quality GmbH ∙ www.omikron.net ∙ [email protected]

Search & Navigation 2.0

Carsten Kraus

The ways inside your shop, updated for more success

© 1993-2005 OMIKRON Data Quality GmbH ∙ www.omikron.net ∙ [email protected]

„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.


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


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


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

10 other

46 old search


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


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


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


Often search finds too much

With generic search terms, there are often several hundred results

Customers do not want to browse for hours


When search finds too much…

Ranking- Sales- Deliverability- Your margin- …

After search navigation- Allow users to refine their search


What to show on the results page?

Price Picture

- Size!

Exact product type deliverability discount Relevant criteria to narrow their choice

further


Results page II

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


List view Attention decreases

from top to bottom


Gallery view Attention is distributed

almost equal


Gallery view Attention is distributed

almost equal Mostly! ;-)

What could be the reason?

© OMIKRON 2004 - www.omikron.net© 1993-2005 OMIKRON Data Quality GmbH ∙ www.omikron.net ∙ [email protected]

80% of the customers want to search

Make them happy

Carsten [email protected]


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!


What do customers search for?

products- „Trousers“, „Digicam“, „17 inch Monitor“

Brand names categories

- „bargains“

Background-Infos- „Time of delivery“- „Telephone“- „returns“


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

search & navigation 2.0

Documents