Retailers can optimize user experience in three ways:
1. Content-based Tuning makes sure that the right products are in the result set for given searches. While most search engines will return products based on text found in a product’s description, it is also important to consider alternate spellings, synonyms, and related concepts. We ask our customers if their search platform can differentiate between a search for a given product and accessories for that product. For example, can their search platform differentiate between bikes and bike helmets when a user enters “bikes” as the search term?
2. Marketing-based Tuning focuses on product placement within a result set; a very useful tool for Marketing Departments. This type of tuning identifies which products should appear at the top of a result set based on a company’s understanding of its customers’ needs and expectations. Moving winter-related products to the top of the search results page during the winter season sales cycle is an example of marketing-based tuning.
3. Customer Behavior-based Tuning uses the knowledge of which products are most popular and to make sure they appear closer to the top of a search results list. This powerful tool is especially important for managing product placement.
Roadmap to Search Success consists of three stages:
II. Development of a search implementation plan
III. Execution of this plan to achieve search integration, optimization, and tuning
The first step in the road map is to assess how a site’s search and discovery experience measures up in the marketplace. Knowing where a site’s search capabilities stand in relation to others in the market is a strong indicator of its competitive position. Since search can be used to position products, drive navigation, and present shoppers with meaningful choices, this evaluation is mandatory and of strategic importance. The outcome of the assessment provides the basis for the search implementation plan. This plan delivers a strategic initiative to satisfy clients concerns with:
• Security and Confidentiality
• Straight-forward implementation
The execution of the search implementation plan is designed to meet the needs of shoppers and the goals of the retailer to deliver a competitive and successful online retail site.
Operators of eCommerce sites that help their customers find products by upgrading site search capability can expect a high return on investment. While most sites will benefit by continuously tuning their site search, those with no advanced search capability have the most to gain