Ponencia de Barbara Mackey en The Inbounder.

1. @barbmk
Onsite Search.
Empatía en el mundo de
la moda
BARBARA MACKEY
#theinbounder
Talk in Spanish – Put the on

2. Bárbara Mackey
La empatía es la intención de comprender los
sentimientos y emociones, intentando
experimentar de forma objetiva y racional lo que
siente otro individuo.

3. Bárbara Mackey

4. Bárbara Mackey
NECESIDAD INTERÉS INTENCIÓN COMPRA

5. Bárbara Mackey
NECESIDAD INTERÉS INTENCIÓN COMPRA

6. Bárbara Mackey

7. Bárbara Mackey
59% viewed products
18% Added to bag
2.6% CVR
INTERÉS
INTENCIÓN
COMPRA
NECESIDAD INTERÉS INTENCIÓN COMPRA

8. Bárbara Mackey
64% viewed
products
18% Added
to bag
2.6% CVR
59% viewed
products
12% Added
to bag
1.3% CVR
60% viewed
products
15% Added
to bag
2.4% CVR
Desktop Mobile Web Tablet Web
NECESIDAD INTERÉS INTENCIÓN COMPRA

9. Bárbara Mackey
NECESIDAD INTERÉS INTENCIÓN COMPRA

10. Bárbara Mackey
Desktop: 72%
Mobile: 80%
Tablet: 75%
PÉRDIDA DE INTERÉS
(No cart addition rate)
NO COMPRA FINAL
(Cart abandon)
Desktop: 86%
Mobile: 90%
Tablet: 85%
NECESIDAD INTERÉS INTENCIÓN COMPRA

11. Bárbara Mackey
PÉRDIDA DE INTERÉS
(No cart addition rate)
1. Mayor correlación con CVR
2. Engagement
3. Empatía

12. Bárbara Mackey

13. Bárbara Mackey
El análisis

14. Bárbara Mackey
Term queries
% of total
queries
jumpsuit 976 1.5%
linen 762 1.1%
navy dress 681 1.0%
outlet 594 0.9%
tights 537 0.8%
estella 521 0.8%
search website 499 0.7%
shorts 499 0.7%
white dress 492 0.7%
silk 477 0.7%
hats 476 0.7%
black dress 444 0.7%
prom dresses 427 0.6%
jumpsuits 419 0.6%
blue dress 407 0.6%
jeans 392 0.6%
hat 384 0.6%
shrug 364 0.5%
lace 364 0.5%
lace dress 363 0.5%
9950 queries en total
Se repiten…

15. Bárbara Mackey
Keyword Searches
% total
searches
CTR to
Product
Add cart
rate
dress 10,334 8.7% 26.7% 13.2%
dresses 4,839 4.1% 18.9% 4.6%
girls 2,292 1.9% 24.7% 11.3%
navy 1,984 1.7% 18.4% 15.0%
white 1,738 1.5% 16.1% 14.6%
lace 1,575 1.3% 18.2% 15.3%
linen 1,456 1.2% 19.7% 17.4%
shoes 1,432 1.2% 29.9% 9.6%
maxi 1,383 1.2% 56.1% 5.5%
black 1,201 1.0% 16.4% 11.2%
blue 1,178 1.0% 12.7% 18.7%
top 1,167 1.0% 25.0% 18.2%
jumpsuit 1,040 0.9% 10.7% 6.3%
prom 1,023 0.9% 9.0% 7.6%
baby 1,006 0.8% 27.3% 22.9%
pink 1,003 0.8% 17.6% 16.4%
flower 923 0.8% 30.6% 10.6%
wedding 887 0.7% 30.0% 1.1%
girl 886 0.7% 30.8% 8.1%
tights 875 0.7% 19.4% 20.0%
estella 861 0.7% 30.8% 19.2%
Top unique terms sorted by searches

16. Bárbara Mackey
>20% Add to cart rate
Term
% of total
queries
CTR
Add to cart
rate
dress 8.7% 26.7% 13.2%
girls 1.9% 24.7% 11.3%
navy 1.7% 18.4% 15.0%
white 1.5% 16.1% 14.6%
lace 1.3% 18.2% 15.3%
linen 1.2% 19.7% 17.4%
black 1.0% 16.4% 11.2%
blue 1.0% 12.7% 18.7%
top 1.0% 25.0% 18.2%
pink 0.8% 17.6% 16.4%
flower 0.8% 30.6% 10.6%
estella 0.7% 30.8% 19.2%
denim 0.7% 26.2% 11.1%
silk 0.7% 20.7% 13.9%
cardigan 0.7% 42.4% 12.0%
skirt 0.6% 30.5% 11.7%
tops 0.6% 21.2% 15.9%
trousers 0.6% 33.4% 10.6%
jacket 0.6% 42.6% 11.1%
shorts 0.5% 20.9% 18.3%
Term
% of total
queries
CTR
Add to cart
rate
baby 0.8% 27.3% 22.9%
tights 0.7% 19.4% 20.0%
hair 0.7% 10.7% 25.6%
outlet 0.6% 5.2% 27.0%
gold 0.6% 16.7% 25.2%
hats 0.5% 8.4% 20.4%
ivory 0.4% 19.3% 20.0%
accessories 0.4% 7.4% 25.0%
children 0.4% 12.0% 25.0%
print 0.4% 31.4% 20.7%
boys 0.3% 19.4% 23.6%
socks 0.3% 25.3% 34.4%
shirt 0.3% 27.9% 25.5%
wedge 0.3% 21.8% 26.9%
silver 0.3% 19.1% 25.0%
sandals 0.3% 18.8% 20.9%
embellished 0.2% 16.5% 23.9%
yellow 0.2% 19.5% 26.9%
communion 0.2% 17.6% 20.9%
aurora 0.2% 57.1% 21.6%
>10% Add to cart rate

17. Bárbara Mackey
• baby tights
• baby dresses
• baby shoes
• baby estella
• baby dress
• baby
• baby girl dresses
• baby cardigan
• baby hat
• bandoo baby
• baby olivia
• baby boy
• baby hats
• headband baby
• baby girl shoes
• baby girls dresses
• baby ethelle
• baby girl tights
• baby booties
• baby flower girl
• tights
• baby tights
• girls tights
• ivory tights
• glitter tights
• childrens tights
• party tights
• children tights
• silver tights
• butterfly tights
• gold tights
• baby girl tights
• support tights
• white tights
• kids tights
• nylon tights
• girls ivory tights
• socks and tights for girls
• tights girl
• tights cream
• hair
• hair accessories
• hair clips
• hair clip
• hair accesories
• hair bands
• hairband
• hair flower
• girls hair clips
• hairbands
• hair accesorise
• hair band
• hair slides
• hair accsesories
• hair ponies
• heart shaped hair ponies
• hair garland
• childrens hair accessories
• gold hair
• hair accessories for children

18. Bárbara Mackey
Las recomendaciones

19. Bárbara Mackey

20. Bárbara Mackey

21. Bárbara Mackey
VARIATION CLICKS ON PRODUCT CLICK ADD TO BAG ORDERS
Variation1 -0.03% 2.05% 0.44%
Percentage uplift compared to the control:

22. Bárbara Mackey
Qué problema hemos
resuelto?

23. Bárbara Mackey

24. GRACIAS
THANK YOU
#theinbounder
@barbmk
BARBARA MACKEY