Here is a collection of marketing messages from Software Vendors within the eCommerce Search offering:
- SLI-Systems: " Convert shoppers into buyers "
- Findify: "Sell more... "
- Bloomreach: " ...more discoverable, relevant and profitable "
- Fact-Finder: " Sell more... "
- Algolia (eCommerce): " Increase sales.. ."
- Apptus (Search): " Relevant search results mean big business "
- Attraqt " Step change in their conversion rate, and drive online sale success "
Is Converting an indication of Success?
What if I had to necessarily buy something in a store and I hated it? Why is the store counting me as a successful Visit? What if I did not have to buy but I had a wonderful experience? Would that make me a negative lost opportunity? Why is the store counting me as a negative Visit?
Building positive, joyful and pleasant interactions with Users inevitably has an effect on all rational aspects such as Conversion. On the other hand, focusing on Conversion as the core strategy simply predates or takes success from one section to the store to another. Of course Conversion and Revenue Uplift are the ultimate business purpose, but confusing the End with the Means to the End does nothing but predating existing production cycles as opposed to triggering growth . The online shopping challenge is non-linear in nature and therefore strategies to succeed need to be also non-linear, while the thinking process of increasing Conversion is built on three fundamental falsehoods:
- Linearity.
- Attribution.
- Users as Objects.
Linearity is not true in eCommerce
Attribution is not true without Causality
Users as Objects
trickeableConclusion
" Find Search Happiness...Create Magic Moments " . Why not use that as a motto? And so we did.