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Barbara Mackey en The Inbounder

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Barbara Mackey en The Inbounder

  1. 1. @barbmk Onsite Search. Empatía en el mundo de la moda BARBARA MACKEY #theinbounder Talk in Spanish – Put the on
  2. 2. Bárbara Mackey La empatía es la intención de comprender los sentimientos y emociones, intentando experimentar de forma objetiva y racional lo que siente otro individuo.
  3. 3. Bárbara Mackey
  4. 4. Bárbara Mackey NECESIDAD INTERÉS INTENCIÓN COMPRA
  5. 5. Bárbara Mackey NECESIDAD INTERÉS INTENCIÓN COMPRA
  6. 6. Bárbara Mackey
  7. 7. Bárbara Mackey 59% viewed products 18% Added to bag 2.6% CVR INTERÉS INTENCIÓN COMPRA NECESIDAD INTERÉS INTENCIÓN COMPRA
  8. 8. Bárbara Mackey 64% viewed products 18% Added to bag 2.6% CVR 59% viewed products 12% Added to bag 1.3% CVR 60% viewed products 15% Added to bag 2.4% CVR Desktop Mobile Web Tablet Web NECESIDAD INTERÉS INTENCIÓN COMPRA
  9. 9. Bárbara Mackey NECESIDAD INTERÉS INTENCIÓN COMPRA
  10. 10. Bárbara Mackey Desktop: 72% Mobile: 80% Tablet: 75% PÉRDIDA DE INTERÉS (No cart addition rate) NO COMPRA FINAL (Cart abandon) Desktop: 86% Mobile: 90% Tablet: 85% NECESIDAD INTERÉS INTENCIÓN COMPRA
  11. 11. Bárbara Mackey PÉRDIDA DE INTERÉS (No cart addition rate) 1. Mayor correlación con CVR 2. Engagement 3. Empatía
  12. 12. Bárbara Mackey
  13. 13. Bárbara Mackey El análisis
  14. 14. Bárbara Mackey Term queries % of total queries jumpsuit 976 1.5% linen 762 1.1% navy dress 681 1.0% outlet 594 0.9% tights 537 0.8% estella 521 0.8% search website 499 0.7% shorts 499 0.7% white dress 492 0.7% silk 477 0.7% hats 476 0.7% black dress 444 0.7% prom dresses 427 0.6% jumpsuits 419 0.6% blue dress 407 0.6% jeans 392 0.6% hat 384 0.6% shrug 364 0.5% lace 364 0.5% lace dress 363 0.5% 9950 queries en total Se repiten…
  15. 15. Bárbara Mackey Keyword Searches % total searches CTR to Product Add cart rate dress 10,334 8.7% 26.7% 13.2% dresses 4,839 4.1% 18.9% 4.6% girls 2,292 1.9% 24.7% 11.3% navy 1,984 1.7% 18.4% 15.0% white 1,738 1.5% 16.1% 14.6% lace 1,575 1.3% 18.2% 15.3% linen 1,456 1.2% 19.7% 17.4% shoes 1,432 1.2% 29.9% 9.6% maxi 1,383 1.2% 56.1% 5.5% black 1,201 1.0% 16.4% 11.2% blue 1,178 1.0% 12.7% 18.7% top 1,167 1.0% 25.0% 18.2% jumpsuit 1,040 0.9% 10.7% 6.3% prom 1,023 0.9% 9.0% 7.6% baby 1,006 0.8% 27.3% 22.9% pink 1,003 0.8% 17.6% 16.4% flower 923 0.8% 30.6% 10.6% wedding 887 0.7% 30.0% 1.1% girl 886 0.7% 30.8% 8.1% tights 875 0.7% 19.4% 20.0% estella 861 0.7% 30.8% 19.2% Top unique terms sorted by searches
  16. 16. Bárbara Mackey >20% Add to cart rate Term % of total queries CTR Add to cart rate dress 8.7% 26.7% 13.2% girls 1.9% 24.7% 11.3% navy 1.7% 18.4% 15.0% white 1.5% 16.1% 14.6% lace 1.3% 18.2% 15.3% linen 1.2% 19.7% 17.4% black 1.0% 16.4% 11.2% blue 1.0% 12.7% 18.7% top 1.0% 25.0% 18.2% pink 0.8% 17.6% 16.4% flower 0.8% 30.6% 10.6% estella 0.7% 30.8% 19.2% denim 0.7% 26.2% 11.1% silk 0.7% 20.7% 13.9% cardigan 0.7% 42.4% 12.0% skirt 0.6% 30.5% 11.7% tops 0.6% 21.2% 15.9% trousers 0.6% 33.4% 10.6% jacket 0.6% 42.6% 11.1% shorts 0.5% 20.9% 18.3% Term % of total queries CTR Add to cart rate baby 0.8% 27.3% 22.9% tights 0.7% 19.4% 20.0% hair 0.7% 10.7% 25.6% outlet 0.6% 5.2% 27.0% gold 0.6% 16.7% 25.2% hats 0.5% 8.4% 20.4% ivory 0.4% 19.3% 20.0% accessories 0.4% 7.4% 25.0% children 0.4% 12.0% 25.0% print 0.4% 31.4% 20.7% boys 0.3% 19.4% 23.6% socks 0.3% 25.3% 34.4% shirt 0.3% 27.9% 25.5% wedge 0.3% 21.8% 26.9% silver 0.3% 19.1% 25.0% sandals 0.3% 18.8% 20.9% embellished 0.2% 16.5% 23.9% yellow 0.2% 19.5% 26.9% communion 0.2% 17.6% 20.9% aurora 0.2% 57.1% 21.6% >10% Add to cart rate
  17. 17. Bárbara Mackey • baby tights • baby dresses • baby shoes • baby estella • baby dress • baby • baby girl dresses • baby cardigan • baby hat • bandoo baby • baby olivia • baby boy • baby hats • headband baby • baby girl shoes • baby girls dresses • baby ethelle • baby girl tights • baby booties • baby flower girl • tights • baby tights • girls tights • ivory tights • glitter tights • childrens tights • party tights • children tights • silver tights • butterfly tights • gold tights • baby girl tights • support tights • white tights • kids tights • nylon tights • girls ivory tights • socks and tights for girls • tights girl • tights cream • hair • hair accessories • hair clips • hair clip • hair accesories • hair bands • hairband • hair flower • girls hair clips • hairbands • hair accesorise • hair band • hair slides • hair accsesories • hair ponies • heart shaped hair ponies • hair garland • childrens hair accessories • gold hair • hair accessories for children
  18. 18. Bárbara Mackey Las recomendaciones
  19. 19. Bárbara Mackey
  20. 20. Bárbara Mackey
  21. 21. Bárbara Mackey VARIATION CLICKS ON PRODUCT CLICK ADD TO BAG ORDERS Variation1 -0.03% 2.05% 0.44% Percentage uplift compared to the control:
  22. 22. Bárbara Mackey Qué problema hemos resuelto?
  23. 23. Bárbara Mackey
  24. 24. GRACIAS THANK YOU #theinbounder @barbmk BARBARA MACKEY

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