Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to avoid losing money on site search - "cat edition" - World Usability Day 2015

568 views

Published on

Presentation that I did on World Usability Day at Stakladen, Aarhus University, about a usability study we did on e-commerce site search. Spiced up with lol cats for a little more fun

Published in: Design
  • Be the first to comment

  • Be the first to like this

How to avoid losing money on site search - "cat edition" - World Usability Day 2015

  1. 1. How to avoid losing money on site search Jens Hofman Hansen Digital business developer Vertica A/S Twitter: @hofman Cat-edition World Usability Day, Nov 12, 2015
  2. 2. Why is it interesting? Because users who search convert better
  3. 3. Think aloud tests*  9 users on 8 sites matas.dk, coop.dk, shop.cph.dk, ikea.dk, zalando.dk, smartguy.dk, wupti.com, coolshop.dk  Mobile & desktop  228 test cases in total *Users did not know we were interested in search METODE
  4. 4. 28% of all users concluded that the web shop didn’t sell the product
  5. 5. #1 Can the user find the search field?
  6. 6. #2 Relevance Tolerance Synonyms
  7. 7. Of all users only see the first search results page And infinite scroll Guidelines 82 %
  8. 8. Look in the search log
  9. 9. T shirt (4) Tshirt (1915) T-shirt (44)
  10. 10. #3 Auto-suggest aka Search-suggest Auto-complete Type-ahead Search assist
  11. 11. I more and more expect that search fields give me usable suggestions. When I typed in Nordli it said ”dresser” below and then I thought, ’I can type in Nordli dresser’. So it helped me being more precise already at the search field”
  12. 12. #1: Popular search queries  What did other users search for?  Inspiration and guidance Auto-suggest
  13. 13. Auto-suggest
  14. 14. #2: Mini results  Actual results  Good for efficiency and promotion of selected pages Auto-suggest
  15. 15. #3: The hybrid  Be careful! Auto-suggest
  16. 16. Think of  Performance  Keyboard support Auto-suggest
  17. 17. #4 Facetted search
  18. 18. Filtering  Used very rarely - 10-15% of search cases  But it is very useful Facetteret søgning
  19. 19. ”It is hard to be precise here. It is hard to say ‘500 kr’ is the price I want to filter on”
  20. 20. What did we hear about?  Visibility of the search field  Relevance and tolerance  Search suggest  Facetted search / filtering
  21. 21. What did we also hear about?  Basic think aloud tests still reveal huge usability problems even on established, commercial sites  User insight can easily be converted into big bucks
  22. 22. Thanks! Get the free (Danish) book at: http://bit.ly/1M645dA Jens Hofman Hansen Digital business developer Vertica A/S Twitter: @hofman

×