How to avoid losing money on site search - "cat edition" - World Usability Day 2015
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Transcript of How to avoid losing money on site search - "cat edition" - World Usability Day 2015
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How to avoid losing money on site searchJens Hofman HansenDigital business developerVertica A/STwitter: @hofman
Cat-editionWorld Usability Day, Nov 12, 2015
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Why is it interesting?Because users who search convert better
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Think aloud tests* 9 users on 8 sites
matas.dk, coop.dk, shop.cph.dk, ikea.dk, zalando.dk, smartguy.dk, wupti.com, coolshop.dk
Mobile & desktop 228 test cases in total
*Users did not know we were interested in search
METODE
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28% of all users concluded that the web shop didn’t sell the product
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#1 Can the user find
the search field?
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#2 RelevanceToleranceSynonyms
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Of all users only see the first search results page
And infinite scroll does not help
Guidelines
82 %
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Look in the search log
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T shirt (4) Tshirt (1915) T-shirt (44)
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#3Auto-suggest
akaSearch-suggestAuto-complete
Type-aheadSearch assist
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I more and more expect that search fields give me usable suggestions. When I typed in Nordli it said ”dresser” below and then I thought, ’I can type in Nordli dresser’. So it helped me being more precise already at the search field”
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#1: Popular search queries
What did other users search for?
Inspiration and guidance
Auto-suggest
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Auto-suggest
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#2: Mini results Actual results Good for
efficiency and promotion of selected pages
Auto-suggest
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#3: The hybrid Be careful!
Auto-suggest
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Think of Performance Keyboard support
Auto-suggest
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#4Facetted search
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Filtering Used very rarely - 10-15% of
search cases But it is very useful
Facetteret søgning
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”It is hard to be precise here. It is hard to say ‘500 kr’ is the price I want to filter on”
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What did we hear about? Visibility of the search field Relevance and tolerance Search suggest Facetted search / filtering
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What did we also hear about? Basic think aloud tests still
reveal huge usability problems even on established, commercial sites
User insight can easily be converted into big bucks
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Thanks! Get the free (Danish) book at: http://bit.ly/1M645dA
Jens Hofman HansenDigital business developerVertica A/STwitter: @hofman