COMP-9: EasyAsk ® for e-Commerce: A User’s Experience Dr. Larry R. Harris Progress EasyAsk Todd...

COMP-9: EasyAsk® for e-Commerce:A User’s Experience

Dr. Larry R. HarrisProgress EasyAsk

Todd BatesInfor

© 2007 Progress Software Corporation2 COMP-9: EasyAsk for e-Commerce: A User’s Experience

Agenda

The Problem EasyAsk Customers E-Commerce Terminology Nielsen Results EasyAsk Differentiators Languages Supported Conclusion

EasyAsk Commerce


Site Search, Navigation & MerchandisingSite Search, Navigation & Merchandising

IS FORIS FOR………….…………. B2C & B2B online commerce retailersB2C & B2B online commerce retailers

IN ORDER TOIN ORDER TO…… Ensure an efficient, responsive, relevant, fun, Ensure an efficient, responsive, relevant, fun, interactive shopping experience across multiple interactive shopping experience across multiple interaction channelsinteraction channels

RESULTING INRESULTING IN… … Increased conversions, AOS and LoyaltyIncreased conversions, AOS and Loyalty

EasyAsk for Commerce


EasyAsk Commerce Functions

High Precision Search• Too Many Hits (Search Refinement below)• Too Few Hits (Relaxation)

Navigation• Site Navigation (Mens, Womens)• Search Refinement Navigation

– Product Attributes (Color, Size, Material)– Merchandising Attributes (On Sale, Free Delivery)

Merchandising• Featured Products• Up-Sell• Cross Sell• Personalization


Agenda


EasyAsk Commerce


EasyAsk Customers


Agenda


EasyAsk Commerce


E-Commerce General Terminology

Search Index• Data loaded from the Product Catalog

Database for Search/Navigation purposes

• All Search and Navigation use the Index, not the Database

Conversion Rate• Ratio of Buyers to Shoppers

Average Order Size


E-Commerce Terminology

Search (Typing a product description)• Precision (All Products are relevant)

• Recall (All Relevant Products are shown)

• Relevance / Sort Order• Relaxation (Avoid Saying “No Products Found”)

• Spell Detection / Spell Correction

• Search within Context



Navigation (Clicking on a Link)• Category Hierarchy or Taxonomy or Ontology

– Single Classification Each Product is in 1 Category

– Multiple Classification A Product can be in many categories An Italian Cookbook could be classified under

“Italian” and “Books”

• Multi-Faceted Navigation• Search Refinement Navigation• Breadcrumb



Merchandising (Merchant Spin)• Featured Products (Shown on a Pedestal)

• Cross Sell (Related Product or Accessory)

• Up Sell (A More Expensive Product)

• Carve-Outs – Products that Qualify for Special Treatment:

Free Delivery

• Personalization– If you liked this, you’ll probably like that


Agenda


EasyAsk Commerce


Average Conversion Rates of each Search Vendor

0.00

2.00

4.00

6.00

8.00

10.00

12.00

14.00

2005Oct

2005Nov

2005Dec

2006Jan

2006Feb

2006Mar

2006Apr

2006May

2006Jun

2006Jul

2006Aug

2006Sep

2006Oct

2006Nov

2006Dec

Atomz EasyAsk Endeca FAST iPhrase Mercado Verity

Source: Nielsen //NetRatings

Average Conversions for Search Vendors

$92millio

n

$31m


Average Conversions for Catalog Sites

Average Conversion Rates for Catalog Sites

0.00

2.00

4.00

6.00

8.00

10.00

12.00

14.00

16.00

18.00

20.00

2005Oct

2005Nov

2005Dec

2006Jan

2006Feb

2006Mar

2006Apr

2006May

2006Jun

2006Jul

2006Aug

2006Sep

2006Oct

2006Nov

2006Dec

EasyAsk Endeca iPhrase Mercado Verity

Source: Nielsen //NetRatings


Recognition for EasyAsk Customers

2006 eTail Award for Excellence in Site Search

"With EasyAsk, we understand how customers are using the search capabilities and anticipate even greater increases in conversion rates and average order sizes."

Kristen Montella, Director of Merchandise Marketing, Lillian Vernon

2004 eTail Award for Excellence in Site Search20042004

2005 eTail Award for Excellence in Site Search20052005


Superior ROI

• 34% increase in conversion rate34% increase in conversion rate• 18% increase in average order size• 20%+ reduction in call center costs• Ranked #1 by Allen Bonde Group for online customer

self-service

• 15% increase in conversion rate15% increase in conversion rate• 20%+ reduction in call center costs• 30+% increase in average order size• 1 month ROI

• 10% increase in conversion rate10% increase in conversion rate• 500% ROI in year 1• 20%+ reduction in call center costs • Ranked #1 by eTail (year after year)


• 35% increase in conversion rate35% increase in conversion rate• 10,000 products – faster response time• AOS Increase• Structured “product” data & Unstructured “help” content

• $1MM uplift in Q4 2004• 26% increase in conversion rate26% increase in conversion rate• Momentum is increasing!

ROIROI


Agenda


EasyAsk Commerce


Differentiators/AdvantagesDifferentiators/Advantages

• Multiple, Integrated Search StylesMultiple, Integrated Search Styles

• Natural Language phrases Natural Language phrases

• Rich AttributionRich Attribution

• 75 Attributes vs. 5 75 Attributes vs. 5

• Virtual StoreVirtual Store

• Guaranteed By ChristmasGuaranteed By Christmas

• Site SearchSite Search

• ““Financing Options” Financing Options”

• Intelligent Category SearchIntelligent Category Search

• ““sweaters” finds cardiganssweaters” finds cardigans

• Most Problematic WordsMost Problematic Words

•““flag shirts” flag shirts”

• Flyover Search RefinementFlyover Search Refinement

• A better way to view results!A better way to view results!

• Built-in Hot Score FeatureBuilt-in Hot Score Feature

• Google-Style Search OrderGoogle-Style Search Order

• Search to Landing PageSearch to Landing Page

• ““Dinnerware”Dinnerware”

• Vendor-Controlled RelaxationVendor-Controlled Relaxation

• ““kate spade black beaded dress”kate spade black beaded dress”

• Built-in A/B Testing AnalyticsBuilt-in A/B Testing Analytics

• Did it Really Improve Conversion?Did it Really Improve Conversion?

• Search-Based Color DisplaySearch-Based Color Display

• They asked for red, They asked for red, show red! show red!


Agenda


EasyAsk® Commerce


e-Commerce: Languages Supported

English Dutch French Italian German Spanish Portuguese


Agenda


EasyAsk® Commerce


Don’t View EasyAsk as a Cost!

By Raising Conversion Rates With Such High ROI and Short Payback EasyAsk More than Pays for Itself!

In fact, it’s your current search that is costing you money!


Thank You!

Questions?

COMP-9: EasyAsk for e-Commerce:A User’s Experience

Todd BaltesSr. Advisory Product Architect

Infor Global Solutions


Agenda

Importance of e-commerce solutions today Factors for a successful e-commerce solution Search capabilities for effective e-commerce Navigation considerations Effectiveness of Advanced Merchandising

capabilities

EasyAsk for e-commerce: A User’s Experience


Infor eCommerce Storefront/Catalog v1.5• Powered by EasyAsk

Some of our goals• Improving the user experience

• Improving index build performance

• Offering advanced merchandising capabilities

• Improving order conversion

EasyAsk excels at many important aspects of e-commerce…

Infor e-commerce and EasyAsk

Proven technology that excels in e-commerce


Importance of E-commerce Today



“Total e-commerce sales for 2006 were estimated at $108.7 billion, an increase

of 23.5 percent (±3.3%) from 2005 ”

US Census Bureau – February 16, 2007



Data: US Census Bureau Quarterly Retail e-commerce Sales 4 th Quarter 2006

A continuing trend…


Highly competitive virtual landscape• Everybody is doing it

Competition for online market share• US e-commerce sales up 23.5% Q4 2006

• Yet e-commerce represents 3% of US sales

• Enormous potential!

Reliance on e-commerce revenue• It’s not optional for many

• E-commerce solution plays vital role


Everybody is doing it!


Success Factors for E-commerce

“nine out of ten people have experienced problems with online transactions ”

CRM Magazine – June 2006



“Of those, 34 percent with a problem would immediately switch to a

competitor’s site or just go offline. ”

CRM Magazine – June 2006


Easier to lose customers online• No opportunity to correct a mistake

• Little opportunity for real-time feedback

Many customers lost before check-out• Ease-of-use

• Not enough information

Frustration leads to abandonment


“Bad” e-commerce worse than no e-commerce?


Historic focus on checkout process• Simplicity

• One-click ordering

Recent studies reveal factors prior to checkout…• Can the user find what they are looking for?

• Is the user frustrated?


Many customers are lost prior to checkout



“A review of our data reveals that the majority of problems confronting online

shoppers involve locating goods and services. ”

E-Commerce Times, E-Business Special Report


Search• Limit frustrations

• Allow users to easily find goods and services

Navigation• Limit frustrations

• Allow users to easily find goods and services

Advanced Merchandising• Analyze and tune your site

• Promote the right products to the right people


What makes a “good” e-commerce site?


Provides meaningful, relevant information• Robust, relevancy-ranked indexed data

• Attribute comparisons and categorizations

Enables customers to discover products• Many facets of search and navigation

• Promotions and personalization

Easy to use• Ability to locate goods and services


In summary, a “good” e-commerce site is…


E-commerce Ease-of-Use

“Ease of use was the most common reason cited for choosing an online shopping site, with 59%…rating this

reason as important. ”



Search…


Search Functionality for E-commerce

“…The most prevalent and significant obstacles to online purchases are search

and navigation issues… ”



Provide as much information as early as possible

Provide meaningful and relevant search results

Provide a user-friendly search experience


We can’t buy what we can’t find…


Relevance Refinement Relaxation Spell Correction Data Accuracy


How do we do that?


Determining “how important” data is• Not all data is equal!

Display results based on relevancy• Display most meaningful results first

Ability to refine relevancy• Learn from user activity• Adjust as needed

Search Functionality - Relevance

What is Relevance?


Define relative meaning in EasyAsk• Assign to indexed data elements

Display results based on relevancy• EasyAsk delivers meaningful results first

Use EasyAsk Analytics to refine relevancy

Search Functionality - Relevance

EasyAsk supports relevance…


Search within Search• Allow users to refine by adding keywords

Facet Refinement (Categorization and Attribution)• Allow users to refine by common

characteristics

Nested combinations for refinements• Keywords, categorizations, or attributes

Search Functionality - Refinement

What is Refinement?


Search within Search• Each keyword becomes part of the search

context

EasyAsk integrates Infor catalog attributes• Products “grouped” by common characteristics

• Enables end-user to discover and compare

Powerful search context• Uses keywords, categorizations, and attributes

Search Functionality - Refinement

Refinement with EasyAsk…


Ability to “widen” search to locate matches• If user criteria would return no results

Goal: Always provide user with a relevant search result

Search Functionality - Relaxation

What is Relaxation?


EasyAsk relaxes search• Attempts to find relevant match

• Relaxes search context as far as needed

EasyAsk provides feedback• Inform user of search context change

• Provide user appropriate navigation

Search Functionality - Relaxation

Relaxation using EasyAsk…


Always attempt to provide meaningful results• If the user makes a mistake

• There are no exact matches

Support natural language constructs• Should not have to know the structure of data

• Maximum flexibility for effective searching

Support synonyms• Learn how users ask questions

• Create new “pathways” within the data

Search Functionality – Spell Correction

Spell Correction and natural language support


EasyAsk supports spell correction• Can correct natural language

• Can correct indexed data

EasyAsk offers alternative resolutions• System determined replacement

– Auto spell-correction

• Provide suggestions to the user – “Did you mean…” spell-correction


EasyAsk - Spell Correction and Natural Language Support


EasyAsk supports natural language• Allow users to ask questions naturally

– “Show me brass valves between $50 and $100”

• Understands context of ranges, dates, prices

EasyAsk supports synonyms• Allow users to ask questions naturally

• Define synonyms for frequently asked questions


EasyAsk - Spell Correction and Natural Language Support


Spell Correction

“…embrace customer-centric search functionality such as natural language

processing, misspelled word interpretation and, thesaurus/synonym

processing. ”

E-Commerce Guide – April 25, 2007


Provide Accurate information• Index useful information in a user-friendly way

Index catalog information efficiently• Limit time it takes to make information

available

Provide Consistent results

Search Functionality – Data Accuracy

Data Accuracy


EaskAsk for e-commerce data mapping• Natural mappings for catalog information

• Products, categories, attributes, prices

EasyAsk indexes data efficiently• Infor customers see significantly reduced

times

EasyAsk is consistent• Relevancy, refinement, and relaxation are

significant here

Search Functionality – Data Accuracy

Data Accuracy with EasyAsk



“Those businesses that make their goods and services easy to find not only

encourage purchases, but also make online shoppers happy. ”



Search - In Summary

Most prevalent problem area in e-commerce

Relevant information and ease-of-use = Happy users

EaskAsk for e-commerce addresses e-commerce search best practices


Navigate…


Data Categorization• Allow user to browse catalog

Product Attribution (Faceted Navigation)• Allow user to browse by characteristic

Breadcrumbs and Dialog• Let the user know where they are

Navigation for E-commerce

Where am I?


Categorize data in useful ways• One product, multiple categories

• Categorization lends to discovery

Allow users to “browse” product catalog• Use simple, consistent display throughout site

• Provides top-level context for users

• Integrate into search context


Data Categorization


Natural mappings for Infor catalog categories• Supports multiple categorizations

• EasyAsk for e-commerce “understands” these relationships

Integrated into search context• EasyAsk provides category context for all

results


EasyAsk and Data Categorization


Attributes define common characteristics• More attributes for products yields

– More ways to segment data– More opportunity for users to discover products– More ways for users to compare products

Integrate into search and navigation context• Another way to categorize products


Product Attribution (Faceted Navigation)


EasyAsk incorporates Infor catalog attributes • Attribute/value assignments become facets

EasyAsk integrates attributes into search• Users refine search through attribute

navigation

• Incorporates product counts for relevancy


Product Attribution using EasyAsk


User Context• Show user “where” they are and have been

• Allow one-click navigation to previous context

EasyAsk incorporates all context elements• Keywords

• Categories

• Attributes


Breadcrumbs and Dialog


Breadcrumbs

“…getting the small things right enhances usability and fosters user

comfort. A perfect example here is the breadcrumb trail. ”

Jakob Nielsen’s Alertbox – April 10, 2007


Navigation - In Summary

Incorporate catalog structure, product characteristics, and keyword search

Provide meaningful ways for user to discover products

EaskAsk for e-commerce addresses navigation best practices


Advanced Merchandising


Promotions and Carve-Outs• Product placement and pricing to drive

margins

Analyze and Optimize• Determine what works, what doesn’t

Personalization• Targeted promotions

Advanced Merchandising for E-commerce

Making the most of your e-commerce solution


Targeted placement of products• Product relationships

• Context relevancy

• Allow “discovery” of products

Targeted pricing of products• Cross-sell and up-sell opportunities

Featured products• Context relevancy

• Emphasized presentation


EasyAsk Promotions and Carve-Outs


Ability to analyze user behavior• Search terminology

• Product relationships

Ability to adjust solution• Augment descriptive data and product

relationships

• Create synonyms

• Create promotions


Analyze and Optimize


Use logs and analytics functionality• Report on search effectiveness

• Discover relationships though search behavior

EasyAsk Dictionary tuning• Refine relevancy of data

• Create, update synonyms

• Create promotions and carve-outs


Analysis and Optimization with EasyAsk


Use in conjunction with promotions• maximize loyalty

Use in conjunction with attribution to maximize usability• Automatically show new products of interest

• Provide related products as suggestions

Provides comfortable environment


Personalization


Advanced Merchandising

“…search tools that integrate merchandising into the results…net e-tailers higher-than-average

conversion rates. ”

E-Commerce Guide – April 25, 2007


In Summary

Search and Navigation• Key to e-commerce

EasyAsk for e-commerce• Powerful solution

• Addresses critical success factors

Infor eCommerce• Powered by EasyAsk to

achieve Best-in-Class results!


Questions?


Thank you foryour time

COMP-9: EasyAsk ® for e-Commerce: A User’s Experience Dr. Larry R. Harris Progress EasyAsk Todd...

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