Evolution of a Great User Experience: From Guided Search and Navigation to Experience Management
31
The Evolution of a Great User Experience Peter Curran Founder, Cirrus10
-
Upload
cirrus10 -
Category
Technology
-
view
1.480 -
download
0
description
It should be simple… Make it easy for site visitors to find what they want, so they convert sooner, more often and you grow revenue faster. Unfortunately, it is not the norm. When you consider the fact that 70% of website activity starts with the search box and customers who do search are vastly more likely to convert, we have to do everything possible to optimize that experience. We can help... • How to execute simple but sophisticated merchandizing techniques that leverage untapped data within your organization • Overcome difficult relevancy problems without excessive use of redirects, thesaurus entries, and keyword tagging • Bring proven in-store tactics online to increase average order volume Endeca not only provides the most comprehensive tool set to assist site visitor with searching and navigating to what they what it can also automate the delivery of personalized experiences which drives the discovery of new products. Join Oracle and Cirrus10 to learn how you can improve user experiences and increase conversion rates at double-digit percentages. During this session, Peter Curran, CEO of Cirrus10 a recognized search and CMS expert will cover tactics that will improve any online commerce experience.
Transcript of Evolution of a Great User Experience: From Guided Search and Navigation to Experience Management
The Evolution of a Great User Experience
Peter Curran
Founder, Cirrus10
---------------- ABOUT THE HOST
---------------- EVOLUTION OF A GREAT USER EXPERIENCE
---------------- LEARN MORE
2
OCTOBER 30, 20139 AM PST
AGENDA
3
Cirrus10 helps Oracle Endeca customers create great user experiences, increase average order values, improve conversion, and boost margins.
Williams-Sonoma Guitar Center O’Reilly Auto
Z Gallerie Verizon GolfsmithAgilent
Sheet Music Plus Seagate and more…
EVOLUTION OF A GREAT USER EXPERIENCE
From search and guided navigation to experience management
4
1CORE ENDECAConnect visitors with your contentUnify the search and navigation experienceMake it fast
5
Narrow Your Results
The Initial Problem
6
• Refinement 1-One• Refinement 1-Two
Dimension One
• Refinement 2-One• Refinement 2-Two
Dimension Two
• Refinement 3-One• Refinement 3-Two
Dimension Three
• Refinement 4-One• Refinement 4-Two
Dimension Four
• Managing dimensions is complicated• Simple catalogs have 50 dimensions• Some catalogs have 50,000 dimensions
• You can only show a few dimensions at once• Imagine 50,000 dimensions on a page!
• Users want the right dimension at the right time• Which dimensions appear?• Which dimensions are hidden?• At what point do dimensions appear?• How should dimensions be ordered?• How do I avoid dead-ends?
Narrow Your Results
The Initial Problem
7
• 0.5mm• 0.8mm
Point Size
• BIC• 3M
Brand
• Blue• Black
Ink Color
• $0.50 - $1.99• $2.00 - $3.99
Price
Search for “pen”
Narrow Your Results
The Initial Problem
8
• Extra Heavy (34 lb.)• Heavy (27-33 lb.)
Paper Weight
• 2,500• 250
Number of Sheets
• Letter• Legal
Size
• No• Yes
Recycled
Search for “paper”
Narrow Your Results
The Initial Problem
9
• Scotch• 3M
Brand
• ½ “• ¾ “
Width
• $5.00 - $9.99• $10.00 - $25.99
Price
• Same Day Pickup• Ship to Store
Store Availability
Navigate to Transparent Tape
Same refinements as if you searched for Transparent Tape ….
Oh, and by the way …
10
It’s really fast
It’s built from your data only
It has simple interfaces into things like redirects and thesaurus
It lets you control what relevant means
2RULE MANAGERUse rules to determine the user experienceTake control over what best match meansAutomate site workflow
11
Create Conditional Rules
12
• There are different purchase drivers for• Certain categories of product• Certain brands or price ranges
• Visitors have different expectations on Cyber Monday than on Black Friday or Boxing Day
• Male visitors may have different purchase objectives than female visitors.
• Cold-climate visitors may want different products than warm-climate visitors.
• pens
Search
• BIC
Refine
• pens &• BIC
Search & Refine
• Cyber Monday• Back to School
Day / Time
• Male / Female
Segment
• Geography• Cookied
Segment
In a nutshell …
13
Rule Manager comes with base Endeca
Rule Manager allows you to set triggers
Triggers run queries or spotlight content for better
contextual results (cold climate products)
or experience (brand banners / promos)
However …you have to wire the front end to the
triggers
3EXPERIENCE MANAGERBuild templatesConnect rules to pagesEmpower the business team
14
• TEMPLATES define page layout
• CARTRIDGES allow drag-and-drop inclusion of rules on the page
• Cartridges let the business define which rules are used
• Search Results Pages
• Category Pages
• Product Detail Pages
15
TEMPLATES
Prebuilt page layouts which determine where content and data is placed and how it should be rendered.
CARTRIDGESPrebuilt, modular components that pull in content and data from the Endeca engine and external systems.
22 cartridges come out of the box and with the software developer’s kit (SDK), technical teams can also create custom cartridges depending on the specific needs of your business and your unique technology assortment.
VideoVIDEO MEDIA BANNER
SEARCH RESULTS
MERCH SPOTLIGHT ANALYTICS CUSTOM W/ SDK
16
Ratings & Reviews Cartridge
Guided Navigation Cartridge
Results Cartridge
Template
GUIDED NAV
REVIEWS
RESULTS
17
Wine Racks
Wines
Wine Furniture
French Wines
Sparkling WinesWine Gifts
Napa Wines
By Occasion
Under $50
Region
Wineglasses
18
Experience Manager …
19
EXPERIENCE MANAGER
… is tool for creating and manipulating rule-driven templates that control page content after search or navigation actions.
… is a tool that lets you control what the user sees and when, based on their actions and your rules.
… is a tool that lets the business define and control the rules and templates which drive customers to the things they want (or you want them) to see.
4CLOSE THE LOOPUse your analytics dataNavigate by user generated contentEmploy non-product-content effectively
20
Endeca Marketecture
21
CatalogPrice,
Margin, Sales
Web Analytics
User Generated Content
Web Analytics
Web Content
Endeca Can
22
ENDECA can:
Ingest ANY content you give it
EXPERIENCE MANAGER can:
Act on ANY content in Endeca
5GREAT USER EXPERIENCESExamples from Endeca Customers
23
The Home Depot
24
Ambiguous Search
EM-Driven Cat Page
Great Type Ahead
Tiffany & Co.
25
Rich Refinements on Top
Endcaps: Endless Options
Z Gallerie
26
Immersive Inspirations
Cart the Whole Thing
6GET STARTEDWhat we can do for youHow to reach us
27
What Cirrus10 Can Do For You
28
• See for yourself. Cirrus10 offers a free POC with your data to show you what Oracle Experience Manager can do for you.
• Guaranteed conversion boost! Our relevancy tuning package improves conversion or your money back.
• Guaranteed traffic boost! Hire Cirrus10 to implement the Oracle Endeca SEO Module and see traffic increase or your money back.
• Learn to fish. Other companies carry you up the mountain. We guide you. Our Oracle Endeca expertise becomes yours.
Download This Presentation
29
cirrus10.com/em-webinar
This presentation and more available at:
Happy Halloween!
31
ANY QUESTIONS?
