eCommerce is all about helping customers find right products for the users and converting them from viewer to a buyer. In the users journey, Faceted Navigation or Filters play a critical role in quick and effective product discovery. But without being backed by the right analytics and monitoring, it could act as a silent killer for a lot of products.
Faceted Navigation is the filter used to filter Product Listing based on their specifications. At the face of it, it is definitely a big advantage as it helps a buyer narrow down the search to product of interests. But if the products are not tagged properly with the right specification values, then filters can cast them into an abyss of long tail queries from where they may not have a real hope of recovery.
Let me explain with an example:
In this example, you can see that six out of twelve shoes are missing “Material” attribute that is being used for filtering. As soon as user clicks on the Material, six of these products will be lost forever since they do not have the right specification value populated. Because of this poor attribute tagging, the product looses the opportunity to get discovered and the retailer looses opportunity to make a sale.
The Flip Side – Merchandizer’s Challenge
Customers expect accurate product information. To cater to this need, merchandizers spend a lot of time making the product ready for online consumption – making sure it has right attributes, images, videos, review comments, etc. Often times, it involves lot of human intervention to fix these attributes.
It becomes even more challenging for retailers that have to work with the data from multiple suppliers. Suppliers often supply bare minimum information about the product that might miss a lot of relevant product attributes. With this little information, it can take days, if not weeks, for merchandizers to get this data ready for publishing. With fixing and cleaning the data, lot of time the attributes go missing or gets wrongly tagged which yields to low data quality and hence bad customer engagement.
AI To The Rescue
At Inferlytics, our AI powered Product Enrichment module uses NLP algorithms to capture and extract features and specifications from the Product Descriptions, User Reviews and Product Images.
Data driven intelligence and AI are unlocking new opportunities for eCommerce every day. Inferlytics uses AI to keep an eye on your catalog and user generated content automatically to make sure your filters and navigation is always accurate and you do not lose an opportunity for conversion.