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How to avoid
losing money
on site search
Jens Hofman Hansen
Digital business developer
Vertica A/S
Twitter: @hofman
Cat-ed...
Why is it interesting?
Because users who
search convert better
Think aloud tests*
 9 users on 8 sites
matas.dk, coop.dk, shop.cph.dk,
ikea.dk, zalando.dk, smartguy.dk,
wupti.com, cools...
28% of all users
concluded that the
web shop didn’t sell
the product
#1
Can the user
find the
search field?
#2
Relevance
Tolerance
Synonyms
Of all users only
see the first
search results
page
And infinite scroll
Guidelines
82 %
Look in the
search log
T shirt (4) Tshirt (1915) T-shirt (44)
#3
Auto-suggest
aka
Search-suggest
Auto-complete
Type-ahead
Search assist
I more and more expect that search
fields give me usable suggestions.
When I typed in Nordli it said
”dresser” below and t...
#1: Popular search queries
 What did other users
search for?
 Inspiration and
guidance
Auto-suggest
Auto-suggest
#2: Mini results
 Actual results
 Good for
efficiency and
promotion of
selected pages
Auto-suggest
#3: The hybrid
 Be careful!
Auto-suggest
Think of
 Performance
 Keyboard support
Auto-suggest
#4
Facetted search
Filtering
 Used very rarely - 10-15% of search
cases
 But it is very useful
Facetteret søgning
”It is hard to be
precise here. It is
hard to say ‘500 kr’ is
the price I want to
filter on”
What did we hear about?
 Visibility of the search field
 Relevance and tolerance
 Search suggest
 Facetted search / fi...
What did we also hear
about?
 Basic think aloud tests still
reveal huge usability problems
even on established,
commercia...
Thanks! Get the free (Danish) book at:
http://bit.ly/1M645dA
Jens Hofman Hansen
Digital business developer
Vertica A/S
Twi...
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
How to avoid losing money on site search - "cat edition" - World Usability Day 2015
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How to avoid losing money on site search - "cat edition" - World Usability Day 2015

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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
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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

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