Making Sense of Big Data - Decoding Search Term Chaos

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Diagnosing the reason for low conversion rates in a category by decoding big search & keyword data. Proposing a solution by mapping customer intentions.

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Making Sense of Big Data - Decoding Search Term Chaos

  1. 1. UXtrategy Indian Gifts Portal Increasing Findability Step 2: Faceted Search Faceted Search allows users to drill down and find what they are searching for. It assists users in task completion to conversion.
  2. 2. Problem Hypothesis • Users seeking birthday gifts landing on Indian Gifts Portal consist of 5.7% of all users landing on the site. (Definition – Annexure 1) • They are focused on recipients. They are defining recipients by relationship, age, gender & location. (Keyword Visualization – Annexure 2a, 2b). • On the site they are still seeking much the same but in a more focused manner. (Keyword Visualization – Annexure 3a, 3b) • But they are not finding it, (Behavioral Flow - Annexure 4a, 4b, 4c) and 99.95% are leaving without converting. (Conversion Rate Comparison – Annexure 5)
  3. 3. Solution • Faceted Search to be available on the Birthday Gifts landing page which focuses on – – – – – – – Recipient Relationship with User Age, gender & location of the Recipient Gift Ideas – Unique, Religious, Love Gifts etc. Personalized / Customized Gifts The whole bundle – Gift + Cake + Flowers + Greeting Delivery Zones (With a clear list of cities & countries) Time Dependent Delivery (And Error Prevention Tips)
  4. 4. Faceted Search – Information Architecture
  5. 5. Birthday Gifts + Birthday Cakes + Flowers + Chocolates + Gifts for Her + Gifts for Him + Gifts for Parents + Gifts for Kids + Unique Gift Ideas + Gift Hampers + Gifts Below 999 + Gifts By Country + Delivery in India
  6. 6. Birthday Gifts - Birthday Cakes ½ KG Cakes 1 Kg Cakes Big Cakes Numbers/Letters Doll/Toy Cakes Heart Shaped Chocolate Cakes Eggless Cakes Sugar Free Cakes Cake Hampers Midnight Special Express Delivery + Flowers + Chocolates + Gifts for Her + Gifts for Him + Gifts for Parents + Gifts for Kids + Unique Gift Ideas + Gift Hampers + Gifts Below 999 + Gifts By Country + Delivery in India
  7. 7. Birthday Gifts + Birthday Cakes + Flowers Flowers + Cake Flowers + Gift Flowers + Wine Flowers + Card A Dozen Flowers Heart Shaped Roses Other Flowers Designer Blooms Fixed Time Delivery Midnight Delivery Express Delivery Flowers by City + Chocolates + Gifts for Her + Gifts for Him + Gifts for Parents + Gifts for Kids + Unique Gift Ideas + Gift Hampers + Gifts Below 999 + Gifts By Country + Delivery in India
  8. 8. Birthday Gifts + Birthday Cakes + Flowers + Chocolates Happy Birthday Personalized Designer Chocos Homemade Belgian Sugar Free Lindt Cadburys Candy Hampers Chocos & Teddy Choco Hampers Choco & Flowers Less than Rs. 499 Rs. 500 – Rs. 1000 Above Rs. 1000
  9. 9. Birthday Gifts + Birthday Cakes + Flowers + Chocolates + Gifts for Her Wife Girlfriend Sister Cousin Friend / Colleague Jewelry Jewelry Boxes Bags & Purses Cosmetics / Perfume Watches Kurtis Stoles & Dupattas Full Suits Western Clothing Gadgets & Gizmos Desktop Gifts Pooja Gifts Home Crafts Teddy Bears
  10. 10. Birthday Gifts + Birthday Cakes + Flowers + Chocolates + Gifts for Her + Gifts for Him Husband Boyfriend Brother Cousin Friend / Colleague Desktop Gifts Brass Nautical Gifts Leather Items Bands & Bracelets Wallets & Bags Watches Jewelry Perfumes T-Shirts Formal Shirts Kurtas Gadgets & Gizmos
  11. 11. Birthday Gifts + Birthday Cakes + Flowers + Chocolates + Gifts for Her + Gifts for Him + Gifts for Parents Mother Father Uncle Aunt Religious Gifts Oil Burners Candle Holders Photo Frames Kurta Sets Unstitched Suits Kurtis Shawls & Stoles Jewelry Bags & Purses Paintings Showpieces Gadgets & Gizmos
  12. 12. Birthday Gifts + Birthday Cakes + Flowers + Chocolates + Gifts for Her + Gifts for Him + Gifts for Parents + Gifts for Kids Baby Girl Baby Boy Baby Toys Baby Hampers Baby Gear 0-1 years (?) 1-2 years (?) 2-5 years (?) 5 – 10 years (?) > 10 years (?) Clothes for Boys Clothes for Girls Home Textiles Decorative Items Soft Toys Wish-list Item to be noted.
  13. 13. Birthday Gifts + Birthday Cakes + Flowers + Chocolates + Gifts for Her + Gifts for Him + Gifts for Parents + Gifts for Kids + Unique Gift Ideas Zardozi Wall Décor Dhokra Arts Bastar Arts More Artistic Gifts Marble Time Pieces Gemstone Paintings Nautical Gifts Chess Sets Feng Shui Gifts More Table Gifts Personalized Cakes Photo Crystals Chocolate Messages Photo Pillows Kitsch Cushion Covers More Gifts below 999
  14. 14. Birthday Gifts + Birthday Cakes + Flowers + Chocolates + Gifts for Her + Gifts for Him + Gifts for Parents + Gifts for Kids + Unique Gift Ideas + Gift Hampers Cake Hampers Flower Hampers Chocolate Baskets Teddies & Chocolates Mithai & Idols Hampers for Her Hampers for Him Hampers for Kids Hampers for Babies Hampers Below 999 Hampers Below 499 + Gifts Below 999 + Gifts By Country + Delivery in India
  15. 15. Birthday Gifts + Birthday Cakes + Flowers + Chocolates + Gifts for Her + Gifts for Him + Gifts for Parents + Gifts for Kids + Unique Gift Ideas + Gift Hampers + Gifts Below 999 Birthday Party Kits Teddy Bears Cakes Flowers Knick-Knacks Love Couples Jewelry Boxes Showpieces Bags & Purses Clothes Jewelry Gifts on Discount
  16. 16. Birthday Gifts + Birthday Cakes + Flowers + Chocolates + Gifts for Her + Gifts for Him + Gifts for Parents + Gifts for Kids + Unique Gift Ideas + Gift Hampers + Gifts Below 999 + Gifts By Country (Free Delivery) USA Canada UK Australia (Shipping Charges Apply) Singapore UAE Germany More Countries > + Delivery in India
  17. 17. Birthday Gifts + Birthday Cakes + Flowers + Chocolates + Gifts for Her + Gifts for Him + Gifts for Parents + Gifts for Kids + Unique Gift Ideas + Gift Hampers + Gifts Below 999 + Gifts By Country + Delivery in India (Free Delivery in India) We deliver free in all cities across India. Shipping times may vary between city to city. (Calculate Shipping Time) Flowers & Cakes are delivered within 24 hours in select cities. List of Delivery Zones
  18. 18. Faceted Search – Interaction Pattern
  19. 19. Birthday Gifts + Birthday Cakes + Flowers + Chocolates + Gifts for Her + Gifts for Him Do design & display this icon. Later once the Magneto installation is done, we can display this icon on product pages of birthday gifts. This will denote that the product is recommended as a birthday gift by IGP. A subtle suggestion that the gifts are hand-picked for occasions. Builds a relationship with the user by guiding him towards a task that he is on the site to fulfill. We can perhaps create an icon set for ‘Anniversary’ & ‘Wedding’ etc as well. + Gifts for Parents + Gifts for Kids + Unique Gift Ideas + Gift Hampers + Gifts Below 999 + Gifts By Country + Delivery in India Before the user clicks on the categories they stand apart from each other. They are separated by empty spaces to enable scanning. The whole category & the area around it is clickable. Later once the user has clicked on a category, we can also reduce the spacing to create room for the subcategories but strictly on an as needed basis
  20. 20. Birthday Gifts - Birthday Cakes ½ KG Cakes (34) 1 Kg Cakes Big Cakes Numbers/Letters Doll/Toy Cakes Heart Shaped ½ KG Cakes The category which the user is browsing will also start displaying on the top with the same functionality. Chocolate Cakes Eggless Cakes Cake Hampers Midnight Special + Flowers + Chocolates + Gifts for Her + Gifts for Him + Gifts for Parents + Gifts for Kids + Unique Gift Ideas + Gift Hampers + Gifts Below 999 + Gifts By Country + Delivery in India The category which is displayed at the moment will be highlighted through color. A cross will appear next to the category. Allowing the user to exit the subcategory easily. Clicking on the entire link will also function to bring him out of his subcategory. This is very important that he be able to undo an action which he performs here to allow him the freedom to browse as he pleases.
  21. 21. Birthday Gifts - Birthday Cakes ½ KG Cakes (34) 1 Kg Cakes Big Cakes Numbers/Letters Doll/Toy Cakes Heart Shaped ½ KG Cakes Chocolate Cakes Both categories will appear on top allowing the user to exit either one at any time. Chocolate Cakes Eggless Cakes Cake Hampers Midnight Special + Flowers + Chocolates + Gifts for Her + Gifts for Him + Gifts for Parents + Gifts for Kids + Unique Gift Ideas + Gift Hampers + Gifts Below 999 + Gifts By Country + Delivery in India If the user clicks multiple categories, show him both the categories at the same time with the same highlighting action. In an ideal world, this will show him the intersection of both categories – in this case ‘1/2 kg chocolate cakes’. In todays scenario that may or may not be possible, but please keep this on the wishlist.
  22. 22. Birthday Gifts  Birthday Cakes  Flowers + Chocolates + Gifts for Her + Gifts for Him + Gifts for Parents + Gifts for Kids + Unique Gift Ideas + Gift Hampers + Gifts Below 999 + Gifts By Country + Delivery in India (Free Delivery in India) We deliver free in all cities across India. Shipping times may vary between city to city. (Calculate Shipping Time) Flowers & Cakes are delivered within 24 hours in select cities. List of Delivery Zones When a customer has already got an element from these categories in his shopping cart, the category will get a tick mark next to it. It has to be subtle enough to not be intrusive but yet notice-able enough to communicate it has been ‘ticked’ from the shopping list.
  23. 23. UXtrategy Annexure Data to back up the design strategy.
  24. 24. Annexure 1 : Definition of ‘Users Seeking Birthday Gifts’ Users landing on the site through keyword ‘Birthday’ OR those users who land on the ‘Birthday Gifts’ landing page
  25. 25. Annexure 2a – External Keyword Referrers
  26. 26. Annexure 2b – Inferences • Users have the recipient in mind while seeking birthday gifts • The focus is on – Relationship to the recipient – Gender & Age of the recipient – Nationality (?) (Indian) – Location (delivery)
  27. 27. Annexure 3a: Internal Search Terms
  28. 28. Annexure 3b – Inferences • Even after reaching the birthday gifts page, they are still seeking the characteristics that they were looking for when they landed. • The focus is on: – – – – Relationship, Age & Location still remain strong Personalized gifts Cakes, Chocolates, Cards & Flowers Hampers & Gift ideas
  29. 29. Annexure 4a : Behavior Graph of Users Seeking Birthday Gifts Check out is missing from the top 5 destinations in the first four steps
  30. 30. Annexure 4b : Behavior Graph of Users Seeking Birthday Gifts Check out is missing from the next 6 steps as well
  31. 31. Annexure 4c : Behavior Graph of Users Seeking Birthday Gifts No Check-out in the drill down…
  32. 32. Annexure 5 : Conversion Rate of Users Seeking Birthday Gifts Check out is missing from the 6 steps as well

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