Developing A Best Practice
Search Experience
Rob Swint
Director of Product Marketing
Endeca Technologies
Oct. 13, 2010
Who is Endeca?
Copyright ©2010 Endeca Technologies, Inc. All rights reserved. Proprietary and confidential.Page 2
  Leade...
Agenda
  Why does search matter?
  Guiding customers to a conversion event
  Merchandising within the search experience...
Page 4
User experience | Importance of Search
Transaction
Pages
Product Detail
Pages
A Sample Customer Path
1.  Enter via ...
Each page is unique, each page an opportunity
“Camera”
Price
Brand
Top Rated
“pink”
Agenda
  Why does search matter?
  Guiding customers to a conversion event
  Merchandising within the search experience...
Search
  Search look-ahead:
Prompt for valid next
step, taking out the
guess work
  Spell-correction:
Present valid
alte...
Facets
  Product data
  Refinement
counts:
Evaluate the
tradeoffs and
possibilities
  Multi-select: Select
multiple opt...
Copyright ©2010 Endeca Technologies, Inc. All rights reserved. Proprietary and confidential.Page 9
Refinements: Innovative...
t
3rd Party
Content
Expert Content
  Buying Guides
  Articles and FAQs
  Video
Peer Content
  Top sellers
  Top rated...
Mobile
  Access point for
research
Customers are
increasingly relying
on mobile devices to
research and make
purchases
 ...
Agenda
  Why does search matter?
  Guiding customers to a conversion event
  Merchandising within the search experience...
What types of personalization are available?
  Profile-based (Behavioral)
–  Marketing creates segmentation
–  Based on b...
Merchandising in search: Explicit vs. implied interest
Search: “iPod”
Filter: 16 GB
Abandoned cart
containing
docking stat...
Search: “iPod”
Filter: 16 GB
Abandoned cart
containing
docking station
Big spender, loves
ponies, books
about Greece
Which...
Context
Recent
Actions
Behavioral
Profile
Personal
Promotion
Search: “iPod”
Filter: 16 GB
Abandoned cart
containing
dockin...
Agenda
  Why does search matter?
  Guiding customers to a conversion event
  Merchandising within the search experience...
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Endeca: Developing A Best Practice Search Experience

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Search and browse pages are where customers decide whether your site can meet their needs. The best sites quickly guide customers to the best products and information that match those needs. But which user experience elements are most effective in pushing customers to a purchase? Learn best practices for developing a search experience that converts more visitors into customers.

Rob Swint, Director of Product Marketing, eBusiness solutions, Endeca

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Endeca: Developing A Best Practice Search Experience

  1. 1. Developing A Best Practice Search Experience Rob Swint Director of Product Marketing Endeca Technologies Oct. 13, 2010
  2. 2. Who is Endeca? Copyright ©2010 Endeca Technologies, Inc. All rights reserved. Proprietary and confidential.Page 2   Leader in search technology   45 of the top 100 Internet Retailers use Endeca today   Increases traffic and converts more visitors into customers   Continuing to grow with hybris and mobile commerce
  3. 3. Agenda   Why does search matter?   Guiding customers to a conversion event   Merchandising within the search experience   Innovative site example   Q&A Copyright ©2009 Endeca Technologies, Inc. All rights reserved. Proprietary and confidential.Page 3
  4. 4. Page 4 User experience | Importance of Search Transaction Pages Product Detail Pages A Sample Customer Path 1.  Enter via the Home Page 2. Search for “Camera” 3. Refine by Price 4. Refine by Brand 5. Sort by Top Rated 6. Refine by Color “pink” 7. Click Desired Product 8. View Product Detail 9. Add to Shopping Cart 10. Transact > 60% of the user experience is the facet- driven dialog 1.  Enter via Google Home Page Search Results PagesNav Refinement PagesDynamic Topic PagesCategory Pages Facet-Driven Pages
  5. 5. Each page is unique, each page an opportunity “Camera” Price Brand Top Rated “pink”
  6. 6. Agenda   Why does search matter?   Guiding customers to a conversion event   Merchandising within the search experience   Innovative site examples   Q&A Copyright ©2009 Endeca Technologies, Inc. All rights reserved. Proprietary and confidential.Page 6
  7. 7. Search   Search look-ahead: Prompt for valid next step, taking out the guess work   Spell-correction: Present valid alternatives, keeping shoppers on the right path   Relevance Controls: Give users the ability to control relevance and presentation, sorting by what’s most important to shopper Copyright ©2010 Endeca Technologies, Inc. All rights reserved. Proprietary and confidential.Page 7 Relevance: Guide customers to best entry point
  8. 8. Facets   Product data   Refinement counts: Evaluate the tradeoffs and possibilities   Multi-select: Select multiple options, graying out as configured.   Inventive Refinements: Visualizations to help evaluate options Copyright ©2010 Endeca Technologies, Inc. All rights reserved. Proprietary and confidential.Page 8 Refinements: Help customers visualize next steps
  9. 9. Copyright ©2010 Endeca Technologies, Inc. All rights reserved. Proprietary and confidential.Page 9 Refinements: Innovative Visualizations
  10. 10. t 3rd Party Content Expert Content   Buying Guides   Articles and FAQs   Video Peer Content   Top sellers   Top rated   Review content   Profile content (“customers like you”) Shoppers want expert advice in the context of their path to feel confident that they are making the best purchase. Shoppers want to filter by reviews and ratings from people like them to identify the best product among seemingly similar choices. Copyright ©2010 Endeca Technologies, Inc. All rights reserved. Proprietary and confidential.Page 10 Confidence: Value of 3rd party opinion
  11. 11. Mobile   Access point for research Customers are increasingly relying on mobile devices to research and make purchases   Consistency Basic actions should return like results, regardless of channel – search results, categories, etc. Copyright ©2010 Endeca Technologies, Inc. All rights reserved. Proprietary and confidential.Page 11 Consistent: Similar experience regardless of method
  12. 12. Agenda   Why does search matter?   Guiding customers to a conversion event   Merchandising within the search experience   Innovative site examples   Q&A Copyright ©2009 Endeca Technologies, Inc. All rights reserved. Proprietary and confidential.Page 12
  13. 13. What types of personalization are available?   Profile-based (Behavioral) –  Marketing creates segmentation –  Based on behavioral profile, recent actions –  Each segment delivered content as determined by marketing   Algorithmic (Behavioral) –  Algorithm automatically creates “micro-segments” –  Based on behavioral profile, recent actions (click stream, actions, etc.) –  Each person delivered content based “similar customers”   Contextual –  Each visitor indicates their intent –  Based on a actions at that moment –  Each person delivered content based on rule triggered against content Page 13 Types of merchandising
  14. 14. Merchandising in search: Explicit vs. implied interest Search: “iPod” Filter: 16 GB Abandoned cart containing docking station Big spender, loves ponies, books about Greece Explicit interest Implied interest Implied interest Context Recent Actions Behavioral Profile “Personal Promotion”
  15. 15. Search: “iPod” Filter: 16 GB Abandoned cart containing docking station Big spender, loves ponies, books about Greece Which one is the most relevant promotion by itself? Promote most popular 16 GB iPod Promote discount on docking station Promote most popular item with big spending, Greek pony lovers (answer = Bose headset) Context Recent Actions Behavioral Profile Personal Promotion? Merchandising in search: Explicit vs. implied interest OR OR
  16. 16. Context Recent Actions Behavioral Profile Personal Promotion Search: “iPod” Filter: 16 GB Abandoned cart containing docking station Big spender, loves ponies, books about Greece Context informs the best content to deliver Promote most popular 16 GB iPod Promote bundle of 16 GB iPod + docking station Promote most popular 16 GB iPod with big spending, Greek pony lovers Merchandising in search: Don’t ignore context
  17. 17. Agenda   Why does search matter?   Guiding customers to a conversion event   Merchandising within the search experience   Innovative site examples   Q&A Copyright ©2009 Endeca Technologies, Inc. All rights reserved. Proprietary and confidential.Page 17
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