E-commerce: how to increase customer satisfaction and buying power with a powerful online shop search
For operators of e-commerce portals (such as online shops or content portals of media companies and publishers), it is essential that visitors spend a long time on the portal, make purchases, evaluate the purchased products positively, recommend the portal and visit it again in the future. Without a doubt, a well-functioning portal search has a large impact on customer satisfaction and loyalty.
Therefore, it is important to develop a better understanding for the needs of the users and assist them with appropriate search functionalities throughout their visit on the website.
In this context, linguistic features are becoming increasingly important, which complement the existing workflows and product suggestions (recommendations) in major e-commerce search engines and significantly improve the quality of search results.
With using high-quality text analysis components by IntraFind the portal visitors find both, more and better results. So when searching, it makes no difference whether they are looking for "book" or "books". The linguistic text analysis by IntraFind ensures that they also find hits containing "book", "books", "children's books" etc. No manual maintenance of rules is needed because the linguistics performs this in the background in high quality.
With the use of the Crosslingual Search, online shops that are available in several languages, can offer and suggest products to their customers for which there is no article description available in the mother tongue of the customers. In the background - unnoticed by the customer - the entered search term is reduced to its base form (e.g. "books" → "book"), translated, and is used for searching in other product descriptions, e.g. in English or French. The number of hits then also contains articles that contain "book" or "livre" in the description text. This way, also when searching in a foreign language, a consistent high hit quality and quantity is available for the customer.
In addition, the customers are supported in their purchase decision by synonym proposals, as the search is extended by relevant terms in a hierarchical thesaurus (refinement, generalization, synonyms), e.g. when searching for "notebook" also "laptop" appears.
Marketing campaigns of the portal operator can be created with any (nested) queries, so that the search for "contact" or any item, exactly returns the desired best hits defined by the portal operator, for example the customer service hotline or the special offers from the current TV advertising campaign.
Besides thesauri also taxonomies or semantic networks and knowledge models can be connected via standard gateways. When the customer has chosen a camera he is not interested in "similar" cameras, but in matching equipment such as lenses, transport bags or memory cards - this is made possible and maintained with a semantic network.
In addition to the linguistic methods shown and the faceted search (restricting the number of hits by selecting product characteristics such as price, manufacturer or color), an intelligent auto-completion helps (e.g. to group proposals from the different product groups and display them clearly) to lead the shop visitors quickly to their desired product.
The quality of the data (e.g. a detailed and accurate product description including customer ratings) often makes the decisive difference whether a product is purchased or not. IntraFind’s software products help to optimize the quality of the data (and metadata). Metadata such as manufacturer/brand, color, size or price of an item enable the customers to better get along in a system and get to the desired product.
The IntraFind Tagging Service comprehensively supports all processes in which content is created (e.g. product descriptions or editorial posts and articles) and enriches the existing data with newly generated metadata (e.g. product and brand names, people or places).
The IntraFind Knowledge Map provides a clear 360°-view of the existing data. Besides the navigational support for the customer, for operators of online shops this means the ability to create specific reports; so they can keep track of what products are available or sold out in a particular category. Due to the dynamic display and updating of each category at every click, they get fast answers to their questions without having to use other analysis tools.
The components shown are invariably based on easy accessible services, or can be used as plug-ins without great effort to integrate into existing search solutions based on Lucene, Solr or Elasticsearch.