Archive for month: November, 2014

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MOBILE COMMERCE DAILY – How The North Face Uses Voice Search to Drive M-Commerce Sales

From the Mobile Commerce Daily magazine:

Outdoor gear and apparel retailer The North Face continues to see strong results from its use of natural language and voice-enabled search, helping its sites across mobile and desktop in several European counties to deliver a 35 percent increase in search conversion rate and 24 percent increase in revenue from search.

As mobile use continues to grow, consumers are increasingly looking for streamlined on-site search experiences from their smartphone, which natural language and voice capabilities can provide. The North Face introduced the enhanced search capabilities on its sites in the United States and Canada in late 2012 and to the European sites in the summer of 2013.

Click here to read the rest of the article in the Mobile Commerce Daily.

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Baymard Institute Study Finds Major Problems with Search on Leading E-Commerce Sites

Study finds many of the top 50 U.S. e-commerce sites lacking in essential search capabilities causing customer abandonment and lost sales.

Burlington, MA – November 12, 2014 – A recent study by the Baymard Institute (www.baymard.com), an independent web research institute with a focus on e-commerce usability and optimization, found that many of the top 50 U.S. e-commerce sites are lacking essential e-commerce search capabilities which is hindering current online sales.  In response, EasyAsk (www.easyask.com), the leading provider of e-commerce search solutions for e-retail, mobile commerce and B2B commerce, has released a white paper detailing how e-commerce organizations can improve their site search with unique features to boost their e-commerce sales and prepare for the mobile commerce wave.

The Baymard Institute performed a usability study on user search behavior and benchmarked the top 50 grossing U.S. e-commerce sites based on 60 different usability guidelines.  The report released by the Baymard Institute, E-Commerce Search Usability, explained these guidelines and showed the results of the benchmark tests on the leading U.S. e-commerce sites.

“When e-commerce search works, it’s fast, convenient and efficient. It’s no wonder that so many users prefer searching over clicking categories. Unfortunately, our recent large-scale usability study and top-50 benchmark of e-commerce search finds that search often does not work very well,” said Christian Holst, Baymard Institute co-founder.

The Baymard Institute study found major issues in e-commerce search usability at the top 50 U.S. e-commerce sites.  Part of the study focused on the type of searches often performed by visitors, classifying different searches into 12 groups.  When benchmarking the leading U.S. e-commerce sites, the study found generally poor test results for variety of search capabilities, including the following:

  • 64% of sites did not adequately support product type searches and required the user to use the exact site jargon for products, product types or categories,
  • 60% of sites didn’t support provide support for thematic searches such as “spring jacket” or “living room rug,”
  • Only 46% of sites fully supported searches using product features such as color or other product characteristics,
  • 34% of sites had no tolerance for incorrect spelling, producing poor or no results when a visitor misspelled even a single character in a search term.

The EasyAsk white paper, Improving E-Commerce Search to Meet the Needs of the Modern Shopper, identifies specific solutions for the problems identified in the Baymard Institute Study.  The white paper also shows examples of how EasyAsk customers such as The North Face, Oya Costumes, InkJet Superstore, and Travers Tools have delivered an engaging search experience as identified in the Baymard Institute report.

“The inadequacies of traditional, outdated keyword search engines are prominently displayed in the Baymard Institute Benchmark Study,” said Craig Bassin, CEO of EasyAsk.  “Why do e-commerce firms settle for poor search functionality, hindering their sales and customer experience, when a better, easily adaptable solution – natural language search – is available providing major business benefit and competitive advantage.”

EasyAsk and the Baymard Institute are also allowing e-commerce organizations to freely download an excerpt from the Baymard Institute report, Deconstructing E-commerce Search – The 12 Search Query Types.  This document examines the 12 different types of searches most often used and how visitors expect these searches to work on an e-commerce site.  The Baymard report, Deconstructing E-commerce Search – The 12 Search Query Types, and the EasyAsk white paper, Improving E-Commerce Search to Meet the Needs of the Modern Shopper, can be found at www.easyask.com/search-usability.

About the Baymard Institute

Baymard is an independent web research institute with a main focus on e-commerce usability and optimization.  The institute was founded by Christian Holst and Jamie Appleseed in 2009 and is located in Copenhagen, Denmark.  The organization provides User Experience articles, comprehensive research reports and design guidelines, and labs and resources for e-commerce usability testing.

About EasyAsk

EasyAsk is the leading provider of e-commerce site search, navigation and merchandising solutions for e-retail, mobile commerce and B2B commerce. EasyAsk products go far beyond traditional site search, delivering unprecedented accuracy and precision to deliver the right products on the first page every time.  EasyAsk voice mobile search enables e-retailers to deliver voice commerce sites, allowing visitors to search and navigate by speaking to their mobile device.  Customers that use the EasyAsk software see a tremendous boost in online revenue through increased conversion rates, improved customer experience and agile merchandising.   Based in Burlington, Massachusetts, with offices in Europe, the EasyAsk solutions are used by leading e-retailers and e-commerce sites such as The North Face, Samsonite, Anna’s Linens, Journey’s, Aramark, JJill, True Value, Andertons Music and Sonic Sense.  For further information please visit www.easyask.com.

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Search Usability

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A recent study by the Baymard Institute, an independent web research institute with a focus on e-commerce usability and optimization, found that many of the top 50 U.S. e-commerce sites are lacking essential e-commerce search capabilities which is hindering current online sales.  EasyAsk, the leader in e-commerce and mobile search, is making freely available two unique reports:

  • an excerpt from the Baymard Insitute report Deconstructing E-commerce Search – The 12 Query Types
  • the EasyAsk white paper, Improving E-Commerce Search to Meet the Needs of the Modern Shopper.

To receive your free copy of these informative reports, please click the download button below.

 

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Mobile Commerce Daily: Amazon Voice Search Leads the Way in M-Commerce Despite Flawed Experience

Amazon Voice Search Leads the Way in M-Commerce Despite Flawed Experience

This article in Mobile Commerce Daily examines the new release of Amazon’s iPhone mobile app, and its new feature: Voice Search.  In the article, EasyAsk’s John Morrell comments on the user experience with the Amazon Voice Search.

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Amazon Voice Search: It’s the Search Engine That Matters

Amazon released a new version of its’ iPhone app (version 4.3.0) that contained a very interesting new feature – Search with your Voice. When you open up the app and tap the search box, you can then tap the Voice button and enter your search by voice. Very nicely done!

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But some are questioning the true capability of Amazon’s voice search, as reported in this article in the mobile commerce daily. The real question is: what’s behind that search? In the end, voice search is only as good as the search engine behind it. I tried two searches with the Amazon app to see how good it was.

The batteries in my wireless home phone set had recently gone out (the phone is old) and I am looking for a new home phone. My current Panasonic model had served me well, so I was looking for a new Panasonic model. So, for my first search, I tried “Panasonic wireless home phone.” The voice interface translated my voice request well. But the results left me somewhat confused. I received 5,391 results! The first 3 were Panasonic phones, but then there were headsets and AT&T home phones mixed in. The results were not highly relevant.

Then I decided to try a conversational style search – “I’m looking for a Panasonic wireless home phone.” The results were not even close to being relevant. They included a USB charger, iPhone cases, and headsets, finally followed by a couple Panasonic phones.

The ability to interact conversationally with the mobile phone user is a core design philosophy of a good voice interface, as depicted by this Information Week article. Without relevant results and conversational interaction, users will not fully trust the interface or find it engaging.

Any EasyAsk customer has voice search capability built-in. But EasyAsk takes it to the next level with highly precise and accurate results, and the ability to have conversational search, as shown by this video.

With mobile commerce conversion rates lower than those of a standard e-commerce site, it is the engaging voice search capability powered by conversational search that will increase your m-commerce conversion rates.

Ready to see how EasyAsk's eCommerce solution can help you? Request a demo!