Capturing Intent

Like most e-tailers overstock.com suffers from the 3% conversion infection.  I don’t actually know their conversion rate but let’s just go with the industry standard here.

We know everything about the 3% that transacted but very little about the 97% that didn’t.  Yes, we could study their click trails but that’s indirect evidence.

Overstock’s solution- A big, prominent, inviting search box:

overstock.com serach box

Now I don’t have access to their metrics but am willing to bet an impressive number use the search box.  This might not improve conversion rates directly but now Overstock knows what a vast majority of visitors came looking for.  They’ve extracted intent.  Intent is not as valuable as a sale but definitely more valuable than $0.

Related articles: Discovering New Categories, What Do Customers Want?

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s