June 29, 2006, 12:00 AM

Product labels crucial to site search

Developing the right vocabulary for site search is critical if a retailer wants to keep shoppers from jumping to another site, says Kim Weller, prinicipal consultant, user experience, at Molecular.

Developing the right vocabulary for site search is critical if a retailer wants to keep shoppers from jumping to another site, says Kim Weller, prinicipal consultant, user experience, at Molecular Inc.

Weller cites as an example Yankee Candle’s labeling of a candle in a jar as a “housewarmer” in its search vocabulary. “Fewer than 10% of Yankee Candle’s customers called this object a housewarmer,” she says. “Over 90% referred to it as a jar candle or simply a candle.”

It’s important to get search terms right because up to 40% of shoppers use search to find products, Weller says. “It’s not a nice-to-have, it’s a must-have,” she says. “Forty-seven percent of searchers who failed to find what they were looking for tried only one search. If they don’t find it on the first attempt, they’ll look somewhere else.”

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Joe Kleinwaechter / Mobile Commerce

How to make it easier for shoppers to buy on mobile devices

They want to browse online, continue their search on mobile websites and complete a purchase ...

FPO

Bart Mroz / E-Commerce

Offer last-minute back-to-school promotions online

Web-only offers require no extra inventory in stores. Check with local school districts and promote ...

Advertisement