barbara mackey en the inbounder
TRANSCRIPT
@barbmk
Onsite Search.
Empatía en el mundo de
la moda BARBARA MACKEY
#theinbounder Talk in Spanish – Put the on
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.
Bárbara Mackey
59% viewed products
18% Added to bag
2.6% CVR
INTERÉS
INTENCIÓN
COMPRA
NECESIDAD INTERÉS INTENCIÓN COMPRA
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
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
Bárbara Mackey
PÉRDIDA DE INTERÉS
(No cart addition rate)
1. Mayor correlación con CVR
2. Engagement
3. Empatía
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…
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
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
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
Bárbara Mackey
VARIATION CLICKS ON PRODUCT CLICK ADD TO BAG ORDERS
Variation1 -0.03% 2.05% 0.44%
Percentage uplift compared to the control: