September 26, 2014 at 03:50The main types of search queries used by users of online stores, is your site ready for them? (Part 2)
We continue our review of common types of search queries used by visitors to online stores. Today we will consider queries that do not indicate, but rather describe, the desired product.
Despite the fact that such requests are quite common, many online stores still do not handle them correctly. In order to avoid this error, it is necessary to use the correct descriptions of each variety of goods, as well as a decent set of additional criteria that indicate the features of the product.
Search by criteria
Often, when searching for a product, a user relies on a set of criteria that a product must meet. This query is similar to a category search, but contains refinement data, which, in theory, should significantly narrow the number of search results. For example, a visitor to a site may enter “leather jacket” or “green tea” in the search field.
Moreover, the concept of “criterion” includes a wide range of possible product parameters. This includes information such as performance and technical data (disk space); a description of the materials from which the product is made (the same leather jacket); product color, which, unfortunately, is often generally ignored by most online stores; Naturally, price and manufacturing company. This list can be expanded and expanded, depending on the characteristics of the types of products that your online store offers. In addition, it is worth paying attention to the need to create such criteria for each product category.
The store, which we already remembered in the first part, apparently does not even know about the existence of such a miracle of nature as the Samsung Galaxy, made in red.
Although it offers this product:
Another good idea would be to use some criteria to filter search results by others. So, for example, a user looking for the same leather jacket should be able to choose only black leather jackets sewn from specific leather and a certain brand. This approach can significantly reduce the time required to make a purchase, which is one of the main conversion factors.
Situational searches
If a search by criteria implies that the user has specific requirements for the desired product, then situational queries describe the problem that the product should solve. These queries are much more difficult to process and are not used as often as search by criteria. This type of search is typical for visitors to online clothing stores, camping equipment and others, whose specialization greatly complicates the formulation of the criteria.
Processing this type of request requires serious preparatory work. In order for the query “winter jacket” to issue not just those products that contain these words in the name, but namely winter jackets presented on the site, each such product must first be assigned to the corresponding group (in this case, the group of winter jackets). However, do not confuse these groups with categories. So, often in clothing stores there is a category of “outerwear”, which does not have a division by season.
One of the online stores "pleased" not only with a complete inability to understand what we want from him, but he also frankly admitted that he was not able to process search queries with errors and a large (?) Number of words.
And some immediately warn that you need to know exactly what you are looking for:
The correct processing of such requests is of great importance for online gift and souvenir shops, as the requests “birthday present”, “wedding present” and others are quite common. In addition, queries are quite common that describe the area to which the product belongs. So in the shops of sports symbols and paraphernalia, they often look for “NBA uniforms”, “Russian football uniforms” and others.
Name Search
Quite often, visitors are looking for products that are related to a particular person. It can be either a real person or a fictional character. The processing of such requests is especially important for stores that sell products related to films, games, music and books. In addition, this wording is found in stores selling sports items, souvenirs, things related to celebrities and similar stores.
If most online bookstores handle the request by the author of the book perfectly, then an attempt to find a book by one of the key characters, if its name does not appear in the title, usually ends with nothing. To solve this problem, it is enough to add a brief description of the work, which contains a mention of the main characters. The same goes for movie stores, for which it’s important to efficiently handle requests containing the names of actors, producers, directors and screenwriters. In the shops of sports symbols, there may be requests “Michael Jordan's uniform” or others that are tied to the athlete’s personality.
Search for accessories and compatible products
Probably one of the most common queries. The situation when a user is looking for components for a product is so widespread that the fact that most online stores still do not correctly handle this request is extremely surprising. It is logical to expect that the user does not know the exact name of the components that he needs. Naturally, this primarily concerns technology and electronics.
Despite the loud statement, the online supermarket number 1 failed to cope with the simplest request. Pay attention to the categories to which the products found belong: despite the fact that the result was nevertheless “hooked” on the category of power supplies, for some reason, HP chargers didn’t fall into the result, although the brand name contains an indication of this brand.
Another online store, on a similar request, issued a lot of “car chargers for ...”, but for that, did not say:
Processing such requests requires special accuracy, as incorrect search results can not only prevent the user from making a purchase, but also become the reason for the purchase the wrong thing. At the same time, the purchased goods will be absolutely useless at best, and at worst will lead to damage to the equipment for which components were purchased.
Despite the fact that such requests are quite common, many online stores still do not handle them correctly. In order to avoid this error, it is necessary to use the correct descriptions of each variety of goods, as well as a decent set of additional criteria that indicate the features of the product.
Search by criteria
Often, when searching for a product, a user relies on a set of criteria that a product must meet. This query is similar to a category search, but contains refinement data, which, in theory, should significantly narrow the number of search results. For example, a visitor to a site may enter “leather jacket” or “green tea” in the search field.
Moreover, the concept of “criterion” includes a wide range of possible product parameters. This includes information such as performance and technical data (disk space); a description of the materials from which the product is made (the same leather jacket); product color, which, unfortunately, is often generally ignored by most online stores; Naturally, price and manufacturing company. This list can be expanded and expanded, depending on the characteristics of the types of products that your online store offers. In addition, it is worth paying attention to the need to create such criteria for each product category.
The store, which we already remembered in the first part, apparently does not even know about the existence of such a miracle of nature as the Samsung Galaxy, made in red.
Although it offers this product:
Another good idea would be to use some criteria to filter search results by others. So, for example, a user looking for the same leather jacket should be able to choose only black leather jackets sewn from specific leather and a certain brand. This approach can significantly reduce the time required to make a purchase, which is one of the main conversion factors.
Situational searches
If a search by criteria implies that the user has specific requirements for the desired product, then situational queries describe the problem that the product should solve. These queries are much more difficult to process and are not used as often as search by criteria. This type of search is typical for visitors to online clothing stores, camping equipment and others, whose specialization greatly complicates the formulation of the criteria.
Processing this type of request requires serious preparatory work. In order for the query “winter jacket” to issue not just those products that contain these words in the name, but namely winter jackets presented on the site, each such product must first be assigned to the corresponding group (in this case, the group of winter jackets). However, do not confuse these groups with categories. So, often in clothing stores there is a category of “outerwear”, which does not have a division by season.
One of the online stores "pleased" not only with a complete inability to understand what we want from him, but he also frankly admitted that he was not able to process search queries with errors and a large (?) Number of words.
And some immediately warn that you need to know exactly what you are looking for:
The correct processing of such requests is of great importance for online gift and souvenir shops, as the requests “birthday present”, “wedding present” and others are quite common. In addition, queries are quite common that describe the area to which the product belongs. So in the shops of sports symbols and paraphernalia, they often look for “NBA uniforms”, “Russian football uniforms” and others.
Name Search
Quite often, visitors are looking for products that are related to a particular person. It can be either a real person or a fictional character. The processing of such requests is especially important for stores that sell products related to films, games, music and books. In addition, this wording is found in stores selling sports items, souvenirs, things related to celebrities and similar stores.
If most online bookstores handle the request by the author of the book perfectly, then an attempt to find a book by one of the key characters, if its name does not appear in the title, usually ends with nothing. To solve this problem, it is enough to add a brief description of the work, which contains a mention of the main characters. The same goes for movie stores, for which it’s important to efficiently handle requests containing the names of actors, producers, directors and screenwriters. In the shops of sports symbols, there may be requests “Michael Jordan's uniform” or others that are tied to the athlete’s personality.
Search for accessories and compatible products
Probably one of the most common queries. The situation when a user is looking for components for a product is so widespread that the fact that most online stores still do not correctly handle this request is extremely surprising. It is logical to expect that the user does not know the exact name of the components that he needs. Naturally, this primarily concerns technology and electronics.
Despite the loud statement, the online supermarket number 1 failed to cope with the simplest request. Pay attention to the categories to which the products found belong: despite the fact that the result was nevertheless “hooked” on the category of power supplies, for some reason, HP chargers didn’t fall into the result, although the brand name contains an indication of this brand.
Another online store, on a similar request, issued a lot of “car chargers for ...”, but for that, did not say:
Processing such requests requires special accuracy, as incorrect search results can not only prevent the user from making a purchase, but also become the reason for the purchase the wrong thing. At the same time, the purchased goods will be absolutely useless at best, and at worst will lead to damage to the equipment for which components were purchased.