SlideShare a Scribd company logo
Nilay
If they search, they must shop!
v
Three trends
Growing unstructured data
Future is phyigital
Online shopping goes natural
v
State of site search
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
State of site search
Current State of the Search
Q: Table Lamp
Identifying the right product_noun
Q: lamp table
Identifying the right product_noun
Q: lamp table
Looking for Trend
Q: top rated bags
Looking for products on Sale
Q: top rated bags on sale
Price constraints
Q: top rated bags on sale under 50 USD
Reviews: Use Cases
Semantic Queries
Q: gifts for wife
Evolution of site search
Index
Semantic
Learning Conversational
v
Conversational search
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)
Videotex
Online shop
Chat software
Bots
Robots exploring
With, and, for
humans
Figure 1: Evolution of online shopping
Online shopping goes natural
Micro innovations
emerging
v
Practical actions
Online shopping goes natural
Practical things - 1
• Understanding the moment
– To act
– To enable
• Measuring discovery
• Non-intrusive
• Balancing act of engagement
• Personalize experience
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
Online shopping goes natural
Feed forward
• Feedforward from feedback
• Guide visitors to actions you want them to take
– Learn
– Hypothesize
– Test
– Measure
v
Connecting the dots
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
nilay.oza@klevu.com

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