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4. Is they search, they must shop! - Nilay Oza Klevu - Screen Pages Ecommerce Forum May 2017

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4. Is they search, they must shop! - Nilay Oza Klevu - Screen Pages Ecommerce Forum May 2017

  1. 1. Nilay If they search, they must shop!
  2. 2. v Three trends
  3. 3. Growing unstructured data
  4. 4. Future is phyigital
  5. 5. Online shopping goes natural
  6. 6. v State of site search
  7. 7. State of site search on 50 top-grossing US retailers 84% don’t handle subjective qualifiers, such as “high quality” Source: Baymard institute report on state of ecommerce
  8. 8. State of site search
  9. 9. Current State of the Search Q: Table Lamp
  10. 10. Identifying the right product_noun Q: lamp table
  11. 11. Identifying the right product_noun Q: lamp table
  12. 12. Looking for Trend Q: top rated bags
  13. 13. Looking for products on Sale Q: top rated bags on sale
  14. 14. Price constraints Q: top rated bags on sale under 50 USD
  15. 15. Reviews: Use Cases
  16. 16. Semantic Queries Q: gifts for wife
  17. 17. Evolution of site search Index Semantic Learning Conversational
  18. 18. v Conversational search
  19. 19. Online shopping goes natural “Chat is going to be the next great operating system. Apps will come to be thought of as the new browsers; bots will be the new websites. This is the beginning of a new Internet.” - Ted Livingston (Kik)
  20. 20. Videotex Online shop Chat software Bots Robots exploring With, and, for humans Figure 1: Evolution of online shopping
  21. 21. Online shopping goes natural Micro innovations emerging
  22. 22. v Practical actions
  23. 23. Online shopping goes natural Practical things - 1 • Understanding the moment – To act – To enable • Measuring discovery • Non-intrusive • Balancing act of engagement • Personalize experience
  24. 24. Online shopping goes natural Practical things – 2 • Simpler interface, less noise • Exploit insights from search box – Keyword value, null terms, long queries and stickiness • Orient search based on – shopping category – catalog – traffic volume and – Visitor segmentation • Use engagement touch points – Consumer reviews
  25. 25. Online shopping goes natural Feed forward • Feedforward from feedback • Guide visitors to actions you want them to take – Learn – Hypothesize – Test – Measure
  26. 26. v Connecting the dots
  27. 27. Online shopping goes natural Connecting the dots • Discovery is becoming natural • Search influences offline and online • Shopping is set to go beyond smartphone • Shopping moves from catalog to content and conversations • Understanding unstructured data is essential
  28. 28. nilay.oza@klevu.com

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