WHAT DO THEY WANT? OPTIMIZING SEARCH W HEN USERS ENTER BROAD TERMS - PowerPoint PPT Presentation

WHAT DO THEY WANT? OPTIMIZING SEARCH W HEN USERS ENTER BROAD TERMS

About Me: Lisa K. From : Wisconsin Currently Live : Chicago, IL Education : Marketing Career Path : Merchandiser > Analyst > Product Owner Industries: B2C Retail, Grocery, B2B Maintenance, Medical Current Role : Sr. Product Owner, Search at Medline Interests : Mountain Biking, Hiking, Traveling, Reading 2 WHAT DO THEY WANT?

WHAT’S A BROAD SEARCH? 3

KEYWORD VOLUME # KEYWORDS 4 WHAT DO THEY WANT?

KEYWORD VOLUME Women’s Red Cashmere Sweater # KEYWORDS 5 WHAT DO THEY WANT?

Sweat ater KEYWORD VOLUME # KEYWORDS 6 WHAT DO THEY WANT?

Lisa, Why Do You CARE? 7

VIDEO 8

Lisa, Why SHOULD I CARE? 9

Business User Development 10 WHAT DO THEY WANT?

Ta Tack ckli ling ng Bro Broad ad Se Sear arch ches es  Determining Intent  3 Ways to Optimize  Measure & Adjust 11

Use Case Example: Scrubs 12 WHAT DO THEY WANT?

Determining Intent Assortment Behaviors Users 13 WHAT DO THEY WANT?

Assortment Intent Determined Single Exact Match Intent Not Determined scrubs scrubs Home Home Apparel Beauty Scrubs Lab Coats Scrubs Cleansers Scrub Pants Scrub Pants Face Scrub Scrub Tops Scrub Tops Body Scrub 14 WHAT DO THEY WANT?

Behaviors Intent Determined 80/20 Rule Intent Not Determined scrubs scrubs Item Ordered # Orders Item Ordered # Orders Medium scrub pants, blue 1500 Medium Scrub pants, blue 800 Large scrub top w/ pockets 1200 Vanilla facial scrub, 1 oz 780 Small scrub v-neck top 1000 Dove oatmeal body scrub 740 Skin scrub, 10 oz 50 Green scrub tops, small 700 Refined Terms # Searches Refined Terms # Searches women’s scrub tops 1500 medium scrub tops 500 men’s scrub pants 1200 teen face scrub 490 blue scrub pants 1000 oatmeal body scrub 450 oatmeal body scrub 50 men's scrub pants 430 15 WHAT DO THEY WANT?

Users Intent Determined Individuals Intent Not Determined scrubs scrubs Name: Jill Jones Name: John Doe Role: Nurse Role: Unknown Market: Hospital Market: Unknown Past Purchases Past Purchases 16 WHAT DO THEY WANT?

Intent Assumptions for Examples Intent Determined Intent Not Determined  Assortment indicates only have apparel  Assortment indicates mix of apparel and beauty available  Behavior indicates purchases apparel the most  Behavior of refined searches equally for  User past purchases were for apparel apparel and beauty  User past purchases were unknown 17 WHAT DO THEY WANT?

3 Ways to Optimize Recall Ranking Navigational 18 WHAT DO THEY WANT?

Recall – Intent Determined scrubs Return the right type Apparel Scrubs Results for: scrubs of products. Optimizations  Pre-filter  Redirect 19 WHAT DO THEY WANT?

Recall – Intent Not Determined scrubs Return the right mix of Apparel Beauty products. Results for: scrubs Optimizations  Return All Results (?)  Utilize Ranking  Utilize Navigational 20 WHAT DO THEY WANT?

Ranking – Intent Determined Rank products in a scrubs specific order. Results for: scrubs Optimizations  Show primary type first  Rank based on behavior or user preferences 21 WHAT DO THEY WANT?

Ranking – Intent Not Determined scrubs Rank products to create Apparel Beauty visibility to breadth. Results for: scrubs Top Seller Optimizations  Show a mix  Represent best sellers  Merchandise 22 WHAT DO THEY WANT?

Navigational Intent Determined Intent Not Determined scrubs scrubs Shop Scrubs by Type Shop Scrubs by Type Women's Tops Unisex Tops Unisex Pants Disposable Apparel Body Scrubs Scrub Brushes Sponges Women's Pants Facial Cleansers Display options specific to intent Display options that create intent 23 WHAT DO THEY WANT?

Optimization Logic (test weightings of intent in algorithms) Assortment Behaviors Users 24 WHAT DO THEY WANT?

Measure & Adjust Clicks Carts Conversions 25 WHAT DO THEY WANT?

Metric Indicators Clicks Carts Conversion Right types of products, right exact products, meets purchase expectations Generate positive feedback loop to results 26 WHAT DO THEY WANT?

Metric Indicators Clicks Carts Conversion Right types of products, right exact products, doesn’t meet purchase expectations (price, inventory) Start business investigation 27 WHAT DO THEY WANT?

Metric Indicators Clicks Carts Conversion Right types of products, not the right exact products. Generate a negative feedback loop to results 28 WHAT DO THEY WANT?

Metric Indicators Clicks Carts Conversion Not the right types of products. Generate a negative feedback loop to results 29 WHAT DO THEY WANT?

Conclusion Determine Intent Look at assortment, behaviors and user preferences to help determine the intent of broad terms. Optimize Adjust the recall & ranking and introduce navigational elements to get the users to what they want. Measure & Adjust Capture clicks, carts and conversion to understand what’s working and what’s not. Adjust as needed with feedback loops. 30 WHAT DO THEY WANT?

Thank You QUESTIONS