Thinks 802

NYTimes: “When we talk about optimism, it’s often easy to oversimplify it as having a relentlessly upbeat outlook. Optimists, we imagine, spend their time gazing at the bright side of life through rose-colored glasses, sipping glasses half-full of good cheer. But the science suggests that optimism is best understood not as an unchanging attitude but as a pattern of responses — which taken together dictate how we view our prospects. Being optimistic is more complicated than blithely thinking, “Everything will turn out fine.” Optimism and pessimism, it turns out, are all about the stories we tell ourselves after both our successes and our failures.”

Art Carden: “Public choice theory—the economic theory of politics, or a body of work that analyzes political decision-making with the same tools we use to study market decision-making—has been derided as cynical if not outright immoral. Such criticism sells it short, though, and it fails to recognize the subtlety of public choice assumptions and analysis. Anyone can tell a story about how things would be better if people were not fools or knaves. What makes public choice interesting, however, is that it does not rely on assumptions of foolishness or knavery to arrive at its conclusions. It only needs to posit that people respond to incentives. The rest, as the Talmudic scholar Hillel might say, is commentary.”

FT: “We should think of honour as a way of making sure we are behaving in a way that is worthy of respect, rather than as a value system in itself. “The psychology of honour attaches itself to all sorts of values, and sometimes those values are good, and sometimes they’re not,” [Kwame Anthony] Appiah says. But on the whole, “when you have a culture where people want to do the right thing because it’s worthy of respect, people will behave better”…Behaving honourably means doing the right thing even — or especially — when we will not personally gain from it. A society with this approach would surely be a better one. We need to learn to honour honour again.”

Gulzar [1 2]: “I believe that the biggest challenge for India in the years ahead is to manage the quality of its economic growth and create jobs to absorb its youthful population…It’s on jobs that the structural transformation pathway is important. Specifically the nature and quality of the structural transformation….[India] needs to spread industrialisation and productive economic activity beyond the current few urban cores to cover the hinterland areas. At least some of its currently numerous sub-optimally productive urban centres (largely parasitic economies dependent on government activities, like many state capital cities are) should embrace productive industrial activities, especially of the labour intensive kind…The country needs to geographically spread out its industrial base to ensure broad-based economic growth. This requires industrial policies that promotes large anchor industries which can provide the basis for knowledge spill-overs and eco-system development; labour intensive manufacturing sectors like textiles, footwear, toys etc; agriculture secondary and tertiary processing etc. Equally, if not more importantly, it needs to address the poor quality of its public services especially in health and education.”

FT: “There are basically two investment models in venture capital. The first is the Greater Value Theory model, where a VC invests in a start-up that is able to create value through sustainable high-growth, and hence can IPO or exit through acquisition during good times or bad. The second is the Greater Fool Theory model, where a VC invests in a loss-hungry company that is able to, through a certain amount of hand-waving, convince retail investors, bigger investment firms or large corporations to facilitate an exit through IPO or acquisition. The problem with the Greater Value Theory model is that it’s actually really hard to find and invest in high-growth start-ups that generate durable and outsized returns. The problem with the Greater Fool Theory model is that the off-ramps (retail investors and large companies) are closing.”

The Marketer’s ORCs (Part 12)

ORC #9: Engagement or Conversion

Marketers have thus far thought of engagement and conversion as two distinctive activities: engagement is done via messaging on push channels (SMS, email, notifications – largely via promotional communications) and conversion happening on the brand’s properties once the customer is persuaded to clickthrough. The problem has been that customers are not particularly fond of the incoming messages and tend to ignore them. This creates a problem for marketers: how then do they get the customers to their properties for the eventual transaction? This dichotomy is now ready to be solved – thanks to innovations on two of the push channels.

WhatsApp is very popular in some countries, especially in Asia and Latin America. India is one of WhatsApp’s largest markets. A year ago, WhatsApp (owned by Meta) opened up its channels for brand messages and interactions. The flow below shows the capabilities of how WhatsApp can drive engagement and lead to conversion. Combined with chatbots and WhatsApp Pay, it can become an end-to-end engagement and conversion channel.

The second push channel that is being transformed is Email. With Email 2.0 (combining interactivity via AMP and micro-incentives via Atomic Rewards), it too is bringing the full funnel closer to the customer and blurring the distinction between engagement and conversion. AMP is software in email, enabling the creation of a new type of app which can do almost everything in the inbox that a mobile app can do. It is simpler to create, and it relies on push – rather than waiting for a pull from the customer. I wrote in AMP’s Magic: Coming Soon to Your Email Inbox: “AMP in Email accelerates the conversion funnel. In fact, it does better: it brings the conversion funnel into email. Currently, for brands to convert customers, they need to bring them to their website or app. That is where all the interactions happen. The interactivity of AMP ensures that brands can work towards closure right inside the email by coding mini-apps. These actions do not need a clickthrough to a landing page. An item can be added to cart with a single click. An interactive calculator can show results right inside the email. In fact, with search and payments integration, a transaction could even be completed without the need to go to the brand’s properties. From early campaigns that Netcore has done, the uplift from the elimination of the clickthrough to the landing page can result in 3-10 times more actions. Less friction means more engagement. AMP does exactly that.”

WhatsApp and Email 2.0 are beginning to bring in frictionless conversion into the push channels. For a decade, the push channels remained static. And then, in the past year, a flurry of innovations now hold the promise of new end-to-end experiences in the customer’s inbox. These hotlines are the next new properties and assets for marketers.

**

Conundrum: how to bridge the chasm between engagement in push channels and conversions on the brand’s website and app

Insight: interactivity being enabled by WhatsApp and Email 2.0

Solution: think frictionless hotlines and move the conversion funnel closer to the customer – right inside the inbox

Thinks 801

Ruchir Sharma: “Since early 1998 [when it was ground zero of the Asian financial crisis], Thailand has faded on the global radar but the baht has proved uncommonly resilient, holding its value against the dollar better than any other emerging world currency and better than all but the Swiss Franc in the developed world…Thailand has achieved financial stability despite constant political upheaval, including four new constitutions in the last 25 years. By overcoming challenges the Swiss franc never faced, the Thai baht has sealed its unlikely claim to be the world’s most resilient currency — and a case study in the upsides of economic orthodoxy.

Julian Simon: “The quantity of a natural resource that might be available to us – and even more important the quantity of the services that can eventually be rendered to us by that natural resource – can never be known even in principle, just as the number of points in a one-inch line can never be counted even in principle.” [via CafeHayek]

Eugenia Cheng: “There is a whole branch of mathematics devoted to attempting accurate calculations just by folding paper—that is, by using origami, best known as a Japanese art form. The idea of employing physical tools to do math goes back to the ancient Greeks, who tried to make mathematical constructions using just a pair of compasses and a straight edge. The straight edge didn’t have markings and wasn’t used to measure things, so there were only two basic actions to this method: Drawing circles of any size or a straight line between any two points. By folding paper we cannot even draw circles, but we can make many more straight-line constructions…The art of origami provides ways to solve equations and design gear for outer space.”

Ed Warren: “America has a strenuous challenge ahead. Ideologues bemoan America’s failures and proclaim “American carnage.” But their shortsightedness and self-interest should not dictate America’s future. Instead, we should build upon the virtues already integrally woven into our civic DNA. Average Americans give their full measure of devotion by leading decent, honorable lives despite the distractions and disappointments of our current moment. They request very little outside help; they simply want the economic opportunity, social foundation, and basic respect to build lives of meaning for themselves and their children. The task ahead of us is to see the goodness in their example, internalize it, and begin the work of building a more empowering and respectful society.”

Arnold Kling: “We might think of the state as a set of commitments and mutual obligations between the rulers and the ruled. One of the implications of this perspective is that government must have long-term credibility in order to function…Democracy works better than autocracy because the transfer of power does not entail a crisis. In a democracy, the mechanism is in place for a peaceful transfer of power. Civil servants can keep working. Soldiers can remain at their posts. Citizens know that they ought to continue to pay taxes and obey the law. The regime persists.”

The Marketer’s ORCs (Part 11)

ORC #8: Broadcast or Personalise

Brands collect a huge array of information on us – from what we tell them when we sign-up on their assets (website and app) to the actions that we take on the push channels (opens and clicks) to how we behave on these properties (search and browse) to the transactions we do. All of this data goes into one or more customer databases and gets connected together to create a unique persona, a sort of “digital twin.” All this info can be processed by AI engines to craft unique messages and journeys for us, with recommendations on what to buy next and personalised digital boutiques awaiting when we visit the digital properties.

This is the theory. And yet, even after all these years of scanning our digital footprints, brands are still unable to do the hyper-personalisation that treats us as uniquely rather than part of a mass or even a segment. We still get blasted with irrelevant messages broadcast to the entire base. At times, even the personalised messages do not account for our actions on other parts of the site. I recently bought a physical copy of a fiction book from Amazon. A few days later, I was sent an email to buy the Kindle version of the same book! I cannot think of too many people who would buy a physical AND digital copy of the same fiction book.

While the first step in the process is a customer data platform (CDP), the second step is gathering zero-party data (ZPD) – information volunteered by customers.

I wrote in How Velvet Rope Marketing can transform Customer Loyalty: “The first step in using VRM to anchor a transformation in customer loyalty is to collect all the customer data into a single unified database. Data can come from multiple sources – one needs to look at all the touchpoints that a customer has with the brand… The key point is to collect all the data to help build a unified view of a customer which is the foundation for all customer engagement activities. With a CDP in place, the next action of calculating CLV can be done.”

I wrote recently in Martech in 2023 will be the Year of 4PO: “As customers, we love content and experiences curated just for us.  And yet, there is a big gap in what brands offer. What’s missing is the data and analytics which are at the heart of crafting unique experiences for every customer… Zero-party data can improve personalisation which first-party data simply cannot.” I had written previously in Loyalty 2.0: How Brands can Tokenise Customer Attention and Data: “Every customer is different. While segmentation is better than mass communication, what’s even better is hyper-personalisation. For this, brands need to aggregate data and then use AI-ML to discern patterns to recommend the next best action to customers. Data today is collected from actions done by customers on the brand’s communications (push messages) and properties (website and app). A trick that marketers have missed is the simplest one: asking customers directly.”

Zero-party data gathered via incentives and interactive hotlines combined with a CDP to centralise all collected data to ensure AI-ML engines can work effectively is the foundation to predict next best actions and create 1:1 personalised experiences which delight customers and drive more transactions.

**

Conundrum: how to collect enough data to personalise digital experiences

Insight: zero-party data is the best because customers tell the brand about their likes and wants

Solution: combine ZPD and CDP with machine learning for hyper-personalisation at scale

Thinks 800

WSJ reviewing “How Big Things Get Done”: “Mr. Bent Flyvbjerg identifies two common flaws in developing large-scale projects: inadequate planning and prolonged execution. Managers and politicians have a bias for action, he says, often treating planning as an annoyance that must be endured before the real work begins. Imposing tight deadlines for completion may end up adding costs and time, because the easiest way to craft a tighter schedule is to short-circuit the planning process. Rushed planning can result in problems that crop up later, generating delays that push up the cost. Thorough planning, in Mr. Flyvbjerg’s view, should be followed by quick execution: The biggest source of risk, he says, is low-probability events—black swans—that occur after the start of construction or implementation. This is the time when a pandemic, a burst of inflation, a labor dispute or a natural disaster can delay even the best plans and upend cost estimates. The way to mitigate the risk, he says, is to “think slow, act fast,” investigating the project carefully on the front end but then, following the decision to proceed, moving full speed ahead.”

Richard Fulmer: “The rule, “from each according to his ability, to each according to his need,” creates incentives to demonstrate minimum ability and maximum need. Poverty is the inevitable result.” [via CafeHayek]

Burton Malkiel (of Random Walk fame): “My view is that the case for passive is stronger than ever. More than half of fund assets are in index funds, and the reason for the success is that the evidence just gets stronger and stronger that index investing is not mediocre investing, it is above-average investing. I’ve done empirical work over the course of 50 years, and SPIVA [the S&P Indices Versus Active scorecard] has done work showing that over the past 20 years about two-thirds of active managers are beaten by the index, and the rough third of active managers that win in one year aren’t the same ones that win in the next year. Compound that over 10 years, SPIVA finds that 90% of US active funds underperform their benchmark index.”

WSJ reviews “Outsmart Your Brain”: “Memory retrieval feels hard at first, like failing to do a pushup. But that’s precisely why it works. You must build new muscle…Mr. Willingham counsels that although rereading notes and books are among the most common strategies for studying—they quickly render the material familiar and therefore feel productive—they are among the least effective. Better to prepare study questions and try to answer them. Memory retrieval feels hard and useless at first, like trying and failing to do a push-up, but that’s precisely why it works. You must build new muscle…From the chapter on staying focused: We all know the advice to work in quiet locations and silence our phones, yet some of us still try to multitask or quickly answer texts in the middle of a thought. We underestimate how long it takes to get back on track after switching attention from one thing to another.”

Economist: “Advertisers pay handsomely for access to Google’s users, not least because they are typically only charged when someone actually visits their website. The revenue of Google’s parent company, now called Alphabet, has grown at an average annual rate of over 20% since 2011. In that period it has generated more than $300bn in cash after operating expenses, the bulk of it from search. Its market value has more than trebled, to $1.4trn, making it the world’s fourth-most-valuable public company. Unlike Apple and Microsoft, its bigger middle-aged tech rivals, it has not felt the need to reinvent itself. Until now.”

The Marketer’s ORCs (Part 10)

ORC #7: Same experience or differentiate

While there is data to help create differentiated experiences online, it can be much harder in the offline world. We have all seen this in our interactions with brands. It is only when we reach the checkout counter that they can really know who we are – and that too, only if there is a loyalty program where we identify ourselves with a membership card or our mobile number. Until then, through the entire shopping (or dining) experience, the store (or restaurant) has no idea who we are and what our lifetime value is. Servers thus have no way to create special and memorable experiences for us.

This is different for airlines. Right from when we arrive at the airport to receiving our baggage, they can create better experiences for their loyal customers based on the membership tier. From priority check-in to possible upgrade to better inflight service to quicker delivery of baggage, airlines can wow their Best customers. Hotels and banks can also do that in some scenarios once we identify ourselves.

Brands would obviously like to create differentiated experiences because there is an awareness that Best customers do make a substantial contribution to revenues and profitability. The question is how.

Help is at hand with eXtreme Retention Tokens (XRTs). I wrote in Extreme Retention = Profit-centric Marketing: “Extreme Retention builds on the blockchain to ensure complete transparency. The Mu token rewards attention and data, with the marketer in complete control on who to incentivise. The XRT can be thought of as an NFT which opens a world of privileged experiences for the Best Customers – so they can keep coming back for more and bring their friends, thus maximising their category spend with the brand…The Brand XRT is stored in a mobile wallet and cannot be transferred or traded. It uniquely identifies the specific customer and bestows rights and privileges for fostering differentiated and exclusive experiences.…Let us imagine how our lives as customers will be different in the XR world…I go to the nearby electronics store looking to upgrade my phone. At the entrance, I scan the brand XRT and I am immediately identified as a Best customer. The store manager walks up to me, welcomes me, and immediately connects me to the best salesperson who can guide me through my purchase. I don’t have to wait in line at the checkout counter. All in all, a delightful experience which makes me want to come back for my next purchase…The XRT enables offline stores to bring that same level of personalisation and elevated experience that their Best customers deserve.”

**

Conundrum: how can offline retailers identify their Best customers and create unique experiences for them

Insight: customers need to be identified when they enter a store and not when they are ready to pay and exit

Solution: an NFT on the customer’s mobile – the XRT

Thinks 799

Noah Smith (from 2020): “One of the scariest scenarios for the 21st century is that of a zero-sum world, where low productivity growth convinces people that the only way to get rich is at someone else’s expense. That sort of dog-eat-dog world would see intensified conflict and political instability. But cheap energy, even more than other kinds of innovation, offers the potential for the world to return to the sort of positive, future-oriented, growth-oriented, win-win culture that we sometimes managed to achieve, in some places, during the 20th century. It’s the future we thought we had lost, but which we might finally get after all.”

FT: “The more we use technology to insulate ourselves from the discomfort of asking questions, the more fearful we might grow about doing it face to face. One academic told me the vast majority of his students “are really up for it” but seem too nervous to take “that final step”. He got so frustrated by the silence in lectures he brought in one of his child’s soft balls and told them: “I’m going to chuck this out and whoever catches it has to ask me a question. Any question.” He says they looked at the ball like it was a hand grenade. Yet asking someone questions face to face can be the best way to make sure you really understand something. I have sometimes asked people to sketch diagrams for me too. This matters if your job involves clear communication — otherwise you can end up regurgitating technical terms because you don’t have the confidence to put them into plain language…Fear of looking ‘stupid’ holds us back from understanding the world better.”

BCG: “The success of any Web3 loyalty offering will entail pairing utility to issued tokens. The utility spectrum can span physical, social, or pure digital utility. Physical utility involves coupling access to real products and services to the digital asset, such as an NFT that grants access to a redeemable product. Tokens can also have social utility in the form of access to community events, VIP benefits, or exclusive brand voting rights. Digital utility extends privileges and access to the digital world in the form of metaverse events, virtual meetups with brand ambassadors, or in-game use of tokens.”

Sam Harris: “I’ve learned about the power of incentives, because as much as I’ve wanted to get back to writing books, having a podcast has shown me that–this won’t surprise you as an economist–but like virtually everyone, I am a creature of incentives, and all of the incentives are aligned away from writing books at the moment. Podcasting is easier, I reach many more people, and it’s a better business. So, for me to go back to writing and embrace the opportunity cost of writing at the moment, I really have to decide, ‘Well, I don’t care about doing the harder thing. I’m happy to do the harder thing. I don’t care about reaching fewer people. I don’t care about it taking much longer to reach those fewer people. And, I don’t care about losing money.’ So, all the incentives are wrong for writing my next book…I think I will ultimately do it, because I think writing is just a muscle. As a thinker, you need to work and you really don’t think as clearly as you can unless you’re writing your thoughts and finally producing the sentence that you think is the best version of any specific thought.”

Mint: “Not so long ago, in the 1990s, travelling in air-conditioned coaches was considered a luxury by India’s middle class. And then came the game changer: AC three-tier coaches, which promised AC travel at affordable prices, which married the comforts of AC travel with the economy of the humble sleeper class. It demonstrated how price-sensitive the Indian market was. This story played out in the Indian skies as well. India’s fast-growing middle class embraced low-cost airlines (perhaps the equivalent of AC three-tier trains) that promised relatively affordable air travel. The steady growth of Vistara seems to suggest two things. India’s fast-growing middle class – which may already be the size of the US population – has begun climbing up the value chain. It is a consequence of the economic boom and the steady rise in standards of living after 1991.”

The Marketer’s ORCs (Part 9)

ORC #6: Reacquire or Reactivate

As marketers seek to grow their active customer base, they do a lot of paid acquisition. Over time, a large percentage of these customers become inactive. The question that marketers face is whether to try and reactivate them through existing push channels (owned by the brand) or reacquire them via retargeting campaigns on paid media (Big Adtech). The cost of using owned media is a fraction of paid media, but most marketers opt for the latter because they are unable to get their customers to listen to them on the push channels. These reacquisition campaigns can be a big drain on marketing budgets.

Ironically, the inactivity of existing channels is in part a result of marketers not building better relationships with them. Because push channels have remained largely unchanged in their capabilities, marketers have been unable to get past the twin problems of attention recession and data poverty. Also, with 85-90% of the budget being directed towards new customer acquisition and retargeting of inactive existing customers, the focus on existing customers and keeping them interested is low. Thus, marketers get trapped into a negative feedback loop with the worst possible spending – reacquiring and retargeting existing customers on expensive paid media.

There are two solutions which can address the reactivation problem: hotlines and Progency (product-led agency). Hotlines can help marketers build two-way interactions, while Progency can make reactivation like performance marketing where payouts are linked to outcomes.

As I wrote in The Coming Martech Era: Driving Exponential Forever Profitable Growth: “Reactivation is the missing link in the customer engagement chain. The reality is that customers do become inactive. They start ignoring brand messages and are as good as lost. But the brand still has a hotline to them in the form of an email address, a mobile number or a still installed app. How can this connection be used to reactivate the customer? Instead of a laundry list of offers, perhaps some interesting content can ignite interest. Instead of treating the customer as part of a big segment, a narrowcast message based on specific affinities could do the trick. Reactivation is hard, so allowing customers to become dormant should be avoided. But it is still cheaper than reacquisition which entails using Google-Facebook and spending many times more.”

I then added: “The progency can…work on the “Test” customers and reactivate them by using push messaging, rewards, affinity-based content, the full stack DXP (digital experience platform), and a touch of paid media if needed. The key point is that the progency takes complete responsibility for the dormant database and delivers activated customers at a lower price point than what reacquisition would cost.”

A metric to track is the reacquisition ratio. I wrote in Martech’s Magicians: Microns, Micronbox and µniverse: “My belief is that a third of all acquisition is actually reacquisition. No brand that I have spoken to is actually tracking this. It is not difficult to track. For every new paid acquisition, a brand needs to simply look at its database and see if that email ID or mobile number was in the customer database. The reacquisition ratio is the number of reacquired churned customers to the total acquisitions being done. The higher the number, the greater the waste. Brands should then use reactivation techniques as an alternative to reacquisition via ad platforms.”

To summarise: reacquisition via Big Adtech should be a last resort, not the first port of call. Ideas like hotlines and Progency can help marketers reduce dormancy and in the event that it happens, lower the cost of bringing the relationship back to life.

**

Conundrum: what to do with inactive customers – try and reactive them with push messages or reacquire them via paid media

Insight: reactivation can cost a fraction of reacquisition

Solution: use hotlines (using AMP for interactivity in emails and Atomic Rewards as incentives) and Progency (product-led agency) to help drive reactivation

Thinks 798

Graham Duncan: “How close to that 10 can you get when you’re first getting to know someone and deciding whether they are a fit for your team? When I started making those sorts of judgments about people, I’d guess my average was a 3. I’ve since done thousands of interviews, spent just as many hours talking to references, and helped hire hundreds of people—as consultants for a research firm that I helped run right after college, and since then as analysts and investors in my role investing large pools of capital.  Now, when I’m in the zone and the conditions are right, I think I can sometimes get to a 7. A lot of people, in my industry and others, see all of this as a drag, a distraction from the central mission of their team. But I’ve come to consider it the most important skill for anyone building teams—and to believe that, to the extent I have any unique skill, this is it. In the work context, managing the complexity around people is the most important skill for anyone building a business. As the gaming company Valve puts it: “Hiring well is the most important thing in the universe.”” See the reference guide at the end.

Shankkar Aiyar:  “An abiding truth about governance in India is that it excels in projects – whether it is Jan Dhan Yojana or rural electrification — but struggles to reform processes which determine efficiency. The crux of success rests in the alignment of national goals with systemic reforms in the states to propel growth. A mystifying paradox is at play in India’s political economy – of attention and inattention. There is much debate and audit of the Union Budget and almost none about the budgets of state governments.”

Jeremy Tate: “Socrates never wrote a term paper. Active participation trumps essays in classical education….The more permanent fix would be to rethink the way teachers judge a student’s mastery of classroom material and come up with an option that doesn’t rely on essay writing. The essay hasn’t been banished from classically minded institutions. Rather, the more personalized, discussion-centric model of instruction by its nature renders essays a secondary tool. Students that skip their homework won’t be able to hide for long when asked to offer an opinion on last night’s reading. For centuries, the classical curriculum was the norm, rather than the exception. In the modern era, however, the march toward factory-style education replaced the old ways with more specialized studies delivered in lecture form. Perhaps it’s time to rethink this change. The classical method survived as long as it did because it fostered critical-thinking skills that can then be applied to any category of specialized study.”

Dallas Innovates: “John Carmack, the iconic Dallas game developer, rocket engineer, and VR visionary has pivoted to an audacious new challenge: developing artificial general intelligence—a form of AI that goes beyond mimicking human intelligence to understanding things and solving problems. Carmack sees a 60% chance of achieving initial success in AGI by 2030.”

Pramarth Raj Sinha: “India needs its best minds to work on and significantly impact the world’s toughest problems. For this to happen, our best faculty and students need to carry out cutting-edge research. Unfortunately, teaching and research have often been delinked in our country, despite the fact that it is research excellence that powers teaching excellence, and vice-versa. New thinking and insights from research-active teachers create an engaging classroom experience. In turn, inspired young minds are motivated to research solutions to intractable problems.”

The Marketer’s ORCs (Part 8)

ORC #5: Browse or Search

In the early days of the Internet, Yahoo had a directory format enabling visitors to browse categories in their quest for websites. This is how it looked in 1997 (sourced from Version Museum).

And then along came Google with its search box interface (courtesy UXdesign):

And we know who won!

A similar conundrum awaits marketers managing ecommerce sites. Product discovery is the key for conversions. A product may be in the catalog but if it doesn’t show up in front of the customer, it is not going to get sold. As consumers, our typical behaviour consists of a mix of browsing the category pages or using the search bar. Google has taught us through the years the power and delight of good search results. Yet many ecommerce sites do not have good search results – meaning that an item is in the catalog and possibly visible via page browsing but does not show up in the search. The conundrum for marketers is whether to stick to the default search engines that come up with many commerce platforms, try and build their own, or use an off-the-shelf SaaS solution (like Unbxd, a Netcore company). A good site search engine can enhance product discovery and thus deliver revenue uplift almost immediately.

As an Unbxd blog writes: “Not all shoppers on your eCommerce website come looking for a product they have already thought of. While many shoppers know what they want, some are impulsive shoppers. Some of them just finished chatting with a friend who’s referred you, and that’s why they are on your site out of curiosity. Some love browsing through your product categories, while others simply compare products (which means they might have come from a competitor or clicked through an ad or a banner within Google or Amazon.) 30% of all shoppers use the site search within your eCommerce store. Interestingly, half of the people who use site search end up buying something on your Site – which means a conversion rate of 50% for the cohort of people who search. This makes it more vital for you to retain your shoppers and have them coming back for more. These numbers indicate that shoppers who use the inbuilt search system are more likely to buy from your store because searching for a product shows a higher inclination to buy. Hence, as an eCommerce store owner, your search results page must display products they are looking for or are more likely to buy.” Relevancy is what matters most in a good site search engine.

Marketers need to take site search seriously to avoid the fate that befell Yahoo.

**

Conundrum: how best to solve product discovery – category pages and default search software, or a very good site search engine

Insight: a good site search engine can lead to big increases in conversions

Solution: switching to a better product (like Unbxd) can improve shopper experience dramatically