Exciting summary of results from our usability study on how shoppers feel about the current state of product search and navigation, as well as a proposed new approach that puts the "fun" shoppers want into online shopping.
17. ABOUT THE STUDY
1. Participant questionnaire
2. Observation of current shopping based on navigation with top
retailers
3. Observation of Compare Metrics’ Adaptive Navigation shopping
Gender Breakdown
Age Breakdown
Amount of Shopping
Conducted Online
18. A LITTLE ABOUT THE SHOPPERS
Control Freaks
―I’m a filter
girl‖
Searchers
―Google trained
me‖
Browsers
―Why no red dress?‖
30. SOMETHING NEW, MODERN, DIFFERENT
of participants described the Adaptive Navigation experience as
―new,‖ ―modern,‖ ―cool,‖ ―innovative‖ and ―beyond the norm.‖
31. A SIMPLIFIED EXPERIENCE
67%
of participants described Compare Metrics’ Adaptive
Navigation experience as ―easy,‖ or ―simple.‖
32. CONTROL SHOPPERS CRAVE
42%
described the Adaptive Navigation experience as
―personalized,‖ ―custom,‖ ―flexible‖ and that it empowers them
with new levels of ―control.‖
Welcome from GarrettWhy Compare cares about this knowledgeWhy partner with eTailing Group?Introduction for Lauren
There is a a tremendous existing stigma around searchon existing sites, either explicitly: users actively disliking the experience; or implicitly: users trained by poor past performances to interact with site search in very limited ways.General behavior styles had an important influence on how the product was used (i.e. control freaks, faceted searchers (I’m a filter girl) vs. those who favor keyword usage). Many shoppers were problem solvers by nature (i.e. “I found it” or “Why no red dress?”) where some even cited, “Google has trained me”. People were either literal or tended to be experientially-driven.The shopper experience is getting lost in over-merchandising and an overly “controlled” “confined” shopper experience. “Retailers are pursuing every avenue to fulfill all shoppers’ discovery and navigation needs, but it’s reached a tipping point. Shoppers are simply getting overwhelmed.
Ages 35-49Highest FOMO (67%)Yet, 40% still used keyword search.Ages 18-34High FOMO (44%), although lower than older age groupsVast majority (88%) used browse path rather than keyword search
52% expressed a want for increased control of their shopping experience.
Shoppers show their growing affinity for window-shopping and are looking for the “inspired buy” on websites.• 70% shop online often when they’re not sure exactly what they want • 67% of consumers go online to browse and window-shop for fun Shoppers seek out the simplest channel• 76% said searching for a product online is easier than asking a store associate for help
Show Adaptive Nav demo or some context
“Modern – this is what’s coming” (Mary)“Never seen this – exciting!” (Pam M.)“Adds something different that makes it interesting. Makes it stand out.” (Ashley)“Feels more modern instead of normal old stuff I’m used to on other sites.” (Ben)“Would be annoyed by other sites not having this.” (Ashley T.)
“Modern – this is what’s coming” (Mary)“Never seen this – exciting!” (Pam M.)“Adds something different that makes it interesting. Makes it stand out.” (Ashley)“Feels more modern instead of normal old stuff I’m used to on other sites.” (Ben)“Would be annoyed by other sites not having this.” (Ashley T.)
“Modern – this is what’s coming” (Mary)“Never seen this – exciting!” (Pam M.)“Adds something different that makes it interesting. Makes it stand out.” (Ashley)“Feels more modern instead of normal old stuff I’m used to on other sites.” (Ben)“Would be annoyed by other sites not having this.” (Ashley T.)
Retailers are pursuing every avenue to fulfill all shoppers’ discovery and navigation needs, but it’s reached a tipping point. Shoppers are simply getting overwhelmed. The discovery process needs simplification.“Like that I’m not having to read the whole left side? Like the simplicity.” (Ashley)Less noise than Amazon (Kyle)“This feels clean. Less cluttered.” (Erin)“This feels simplified, less noise…what matches to my exact parameters.” (Kyle)
“As I’m typing it’s making it live.” (Jodi)“[Beagle] Was a bold visual way that made me feel like it was really doing something. In your face, I’m doing this for you!” (Melissa)“I can’t narrow my way. Especially with bras. Lane Bryant search is imperfect.” (Misty) “Like being able to create my own filters.” (Janae)Would describe experience as: “Technically well done. Premium. I like it.” (Kathie Q.)“I would trust the brand more.” (Kathie Q.)“Feels different than search. Like it’s ranking according to my selection.” (Janae)“Like being able to build the filters I want.” (Steven P.)“[Compare is] Better than facets. Feels more customized.” (Kyle J.)“Like that I can see what the computer is doing rather than it being so black box.” (Andre)“Like that I can see what the computer is doing rather than it being so black box.” (Andre)“Feels different than search. Like it’s ranking according to my selection.” (Janae)“Like being able to build the filters I want.” (Steven P.)“Better than facets. Feels more customized.” (Kyle J.)Quote about “not being limited.”
People overwhelmingly liked to navigate with their eyes – window shop, if you will. And, they want more options rather than less.Overall:70% Browsed (non use of keyword search)30% Searched (use of keyword search)At a more detailed level:42% - Browse --> filter/sort --> scan for visual preference21% - Browse --> scan gridwall --> filter/sort18% - Keyword search --> filter --> scan gridwall15% - Keyword search --> scan results6% - Browse --> pd page --> browse