Curing Shopper Boredom
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Exciting summary of results from our usability study on how shoppers feel about the current state of product search and navigation, as well as a proposed new approach that puts the "fun" shoppers want into online shopping.
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Curing Shopper Boredom
- 2. LIKE A KID IN A CANDY STORE
- 3. CURRENT STATE OF PRODUCT DISCOVERY Shoppers opinion is ―more of the same‖
- 4. E-TAILING GROUP 4Q13 MYSTERY SHOPPING CONCURS Standard search tools seen across retail landscape: e-tailing 100 4Q13 Keyword Search Refine Results Price Category/Department Color Brand Size Ratings Sales/Specials Faceted Navigation Landing Page Sorts Sort Relevancy (scale of 1–5, where 5 = very relevant) Price High/Low Price Low/High Ratings New Arrivals Best Sellers/Top Sellers Best Match/Relevancy e-tailing 100 4Q12 % Change 100% 95% 80%* 84%* 68%* 67%* 47%* 36%* 31%* 75%* 94% 3.01* 93%* 95%* 79%* 62%* 57%* 49%* 100% 95% 83%* 85%* 60%* 76% 56%* 33%* 39%* 76%* 91% 3.04* 93%* 97%* 69%* 62%* 59%* 52%* Flat Flat -3% -1% 8% 9% -9% 3% -8% -1% =3% .03 Flat -2% 10% Flat -2% -3%
- 5. EXEMPLARY DISCOVERY TACTICS EXCEPTION RATHER THAN THE RULE 4Q mystery shopping results—ways that retailers are using discovery on their sites: ONSITE Themed / Seasonal Areas Brand Boutiques Quality / Content (scale of 1–5, where 5 = excellent) Look Book Shoppable Top Sellers Top Rated Products What’s New Video 2013 63% 78%* 3.04* 22%* 67%* 64% 37%* 92% 89% 2012 52% 84%* 2.63* 17%* 53%* 68% 40%* 87% 85% FACEBOOK Photos Product Highlights (Non-Photo) / Individual Product-Brand Pages What's New (Non-Photo) / Trends Promotions Video Product-Oriented Brand-Oriented (Corporate, Fashion Shows) 2013 99% 29% 28% 47% 80% 55%* 91%* 2012 99% 13% 10% 38% 74% 70%* 85%*
- 6. HOW DO SHOPPERS WANT TO DISCOVER?
- 7. DISCOVER THROUGH STANDARD NAVIGATION
- 8. DISCOVER BY SEASON & HOLIDAY
- 12. IMAGERY BRINGS BRANDS TO LIFE Runway Street Style
- 13. RETAILERS EMBRACE SOCIAL DYNAMICS Pinterest Customer Favorites
- 14. TACTICAL MERCHANDISING TOOLS SET THE TONE FOR SELLING Must-Haves New
- 15. PRODUCT DISCOVERY EXTENDED TO FACEBOOK
- 16. WHAT ABOUT DISCOVERY THROUGH NAVIGATION?
- 17. ABOUT THE STUDY 1. Participant questionnaire 2. Observation of current shopping based on navigation with top retailers 3. Observation of Compare Metrics’ Adaptive Navigation shopping Gender Breakdown Age Breakdown Amount of Shopping Conducted Online
- 18. A LITTLE ABOUT THE SHOPPERS Control Freaks ―I’m a filter girl‖ Searchers ―Google trained me‖ Browsers ―Why no red dress?‖
- 19. 5 KEYS FINDINGS
- 20. #1 CURRENT DISCOVERY IS STALE Shoppers’ overall feedback on current state of discovery and navigation…it’s ―more of the same‖.
- 21. #2 SHOPPERS HAVE FOMO 73% of shoppers have a ―fear of missing out‖
- 22. #3 PEOPLE HAVE BEEN BURNED BY SEARCH 70% of shoppers visually browsed rather than searched 40% dislike search experiences
- 23. #4 SHOPPING OVERWHELMING & INEFFICIENT 52% feel the current discovery process is inefficient 64% feel overwhelmed
- 24. #5 SHOPPERS WANT INSPIRATION ONLINE 67% want to be inspired online 70% browse and windowshop for fun online
- 25. THERE IS A HUGE OPPORTUNITY IF WE CAN GET THIS RIGHT
- 26. A BETTER WAY TO NAVIGATE & DISCOVER
- 27. SHOPPER REACTIONS TO A NEW APPROACH
- 28. IMAGINE A DRESS…
- 29. TRY A NEW ADAPTIVE NAVIGATION EXPERIENCE
- 30. SOMETHING NEW, MODERN, DIFFERENT of participants described the Adaptive Navigation experience as ―new,‖ ―modern,‖ ―cool,‖ ―innovative‖ and ―beyond the norm.‖
- 31. A SIMPLIFIED EXPERIENCE 67% of participants described Compare Metrics’ Adaptive Navigation experience as ―easy,‖ or ―simple.‖
- 32. CONTROL SHOPPERS CRAVE 42% described the Adaptive Navigation experience as ―personalized,‖ ―custom,‖ ―flexible‖ and that it empowers them with new levels of ―control.‖
- 33. . . . WHILE STILL INSPIRING THEM
- 34. GIVE YOUR SHOPPERS WHAT THEY WANT
- 35. LIKE A KID IN A CANDY STORE
Editor's Notes
- Welcome from GarrettWhy Compare cares about this knowledgeWhy partner with eTailing Group?Introduction for Lauren
- There is a a tremendous existing stigma around searchon existing sites, either explicitly: users actively disliking the experience; or implicitly: users trained by poor past performances to interact with site search in very limited ways.General behavior styles had an important influence on how the product was used (i.e. control freaks, faceted searchers (I’m a filter girl) vs. those who favor keyword usage). Many shoppers were problem solvers by nature (i.e. “I found it” or “Why no red dress?”) where some even cited, “Google has trained me”. People were either literal or tended to be experientially-driven.The shopper experience is getting lost in over-merchandising and an overly “controlled” “confined” shopper experience. “Retailers are pursuing every avenue to fulfill all shoppers’ discovery and navigation needs, but it’s reached a tipping point. Shoppers are simply getting overwhelmed.
- Ages 35-49Highest FOMO (67%)Yet, 40% still used keyword search.Ages 18-34High FOMO (44%), although lower than older age groupsVast majority (88%) used browse path rather than keyword search
- 52% expressed a want for increased control of their shopping experience.
- Shoppers show their growing affinity for window-shopping and are looking for the “inspired buy” on websites.• 70% shop online often when they’re not sure exactly what they want • 67% of consumers go online to browse and window-shop for fun Shoppers seek out the simplest channel• 76% said searching for a product online is easier than asking a store associate for help
- Show Adaptive Nav demo or some context
- “Modern – this is what’s coming” (Mary)“Never seen this – exciting!” (Pam M.)“Adds something different that makes it interesting. Makes it stand out.” (Ashley)“Feels more modern instead of normal old stuff I’m used to on other sites.” (Ben)“Would be annoyed by other sites not having this.” (Ashley T.)
- “Modern – this is what’s coming” (Mary)“Never seen this – exciting!” (Pam M.)“Adds something different that makes it interesting. Makes it stand out.” (Ashley)“Feels more modern instead of normal old stuff I’m used to on other sites.” (Ben)“Would be annoyed by other sites not having this.” (Ashley T.)
- “Modern – this is what’s coming” (Mary)“Never seen this – exciting!” (Pam M.)“Adds something different that makes it interesting. Makes it stand out.” (Ashley)“Feels more modern instead of normal old stuff I’m used to on other sites.” (Ben)“Would be annoyed by other sites not having this.” (Ashley T.)
- Retailers are pursuing every avenue to fulfill all shoppers’ discovery and navigation needs, but it’s reached a tipping point. Shoppers are simply getting overwhelmed. The discovery process needs simplification.“Like that I’m not having to read the whole left side? Like the simplicity.” (Ashley)Less noise than Amazon (Kyle)“This feels clean. Less cluttered.” (Erin)“This feels simplified, less noise…what matches to my exact parameters.” (Kyle)
- “As I’m typing it’s making it live.” (Jodi)“[Beagle] Was a bold visual way that made me feel like it was really doing something. In your face, I’m doing this for you!” (Melissa)“I can’t narrow my way. Especially with bras. Lane Bryant search is imperfect.” (Misty) “Like being able to create my own filters.” (Janae)Would describe experience as: “Technically well done. Premium. I like it.” (Kathie Q.)“I would trust the brand more.” (Kathie Q.)“Feels different than search. Like it’s ranking according to my selection.” (Janae)“Like being able to build the filters I want.” (Steven P.)“[Compare is] Better than facets. Feels more customized.” (Kyle J.)“Like that I can see what the computer is doing rather than it being so black box.” (Andre)“Like that I can see what the computer is doing rather than it being so black box.” (Andre)“Feels different than search. Like it’s ranking according to my selection.” (Janae)“Like being able to build the filters I want.” (Steven P.)“Better than facets. Feels more customized.” (Kyle J.)Quote about “not being limited.”
- People overwhelmingly liked to navigate with their eyes – window shop, if you will. And, they want more options rather than less.Overall:70% Browsed (non use of keyword search)30% Searched (use of keyword search)At a more detailed level:42% - Browse --> filter/sort --> scan for visual preference21% - Browse --> scan gridwall --> filter/sort18% - Keyword search --> filter --> scan gridwall15% - Keyword search --> scan results6% - Browse --> pd page --> browse