Findability from the Top Down

 

Customers look for products online in one of these 3 ways:

1.   They know exactly what they want.

2.   They have some idea of what they want.

3.   They have no idea, and are just browsing to see if anything catches their eye.   

We refer to these modes as:

1. Known-Item Search

In Known-Item Search, the search box is king. This type of search isn’t the most common but it is the most direct. It’s critical to get the search function on your site right because these customers are closest to a purchase decision. They won’t buy what they can’t find fast.

2. Exploratory Search and Navigation

Search gets the customer started but navigation using filters is necessary to narrow down the choices to the ones that meet the customer’s needs. The majority of customers use this approach. When your products are not properly attributed, faceted navigation isn’t very effective. Customers end up with wrong results, no results or too many results – then they leave without buying.

3. Category Drilldown

 Here a customer is wandering around, department by department, as they would do in a physical store. Excellent category structure is the best way to provide customers with a clear understanding of what you sell. Well organized product categories act like helpful shop assistants, guiding the customer to what they want. When your product data is poorly structured, the customer leaves your site frustrated, confused and without buying anything.

How to Evaluate

Take this quiz by putting yourself in your customers’ shoes. Search for products using the 3 modes described above . Notice your own frustration level – be honest!

1.   Known-Item Search

Try a series of increasingly specific searches. Use misspellings, abbreviations and synonyms. While industry jargon may provide more precise meanings, customers are going to use every-day, simple terms. Does the search:

  • Return all of the products it should?
  • Account for misspellings (did you mean), synonyms, and word derivations?
  • Reflect an understanding of context?
    • This is critical to the quality of search results yet is rarely done well. A basic question is whether greater weight is given to matches found in product names versus matches found in product details or even partial word matches (e.g. pens in dispensing).

2.   Exploratory Search and Navigation

Search for products using only one or two words from the product name. Use generic words (e.g. camera) rather than specific ones (e.g. a particular Brand) and check a thesaurus for non-jargon or alternate words that customers might use. Search quality on any site tends to vary dramatically so search for different categories of products.  

In addition to the 3 questions for Known-Item search, do the searches return:

  • Filters (i.e. facets) on which visitors can refine searches?
  • Multiple categories to choose from?
    • If search words apply to more than one product category, the results displayed should be from the most likely category but with alternative categories clearly indicated.

3.   Category Drilldown

Without using search, see whether you can reach products you want by drilling-drown through categories.

  • How many category levels are there? Unless you’re in the Amazon or Wal-Mart league, more than 2 levels are too many and indicate that the sub-categories should be turned into facets.
  • Are categories mutually exclusive; i.e. they don’t overlap in terms of the products that fit into each category? If they do overlap (this is called poly-hierarchy), are there clear reasons for this situation? For example, a customer shopping for milk might try either the Dairy or the Beverage categories, so it’s logical that milk be located in both.
  • Are products being shown at each stage? It’s terribly frustrating to have to keep on drilling-down before you see any products.
  • Is the appropriate set of filters (i.e. facets) on which customers can refine their search being provided at each level of the category drilldown?