Meet Magento UK '22 - How do customers navigate retail sites?
How do customers navigate retail sites?
with Andy Mulcahy
The date: June 21st, the time: 9.00 am, the place: The Mermaid, London
The event? Meet Magento UK 2022!
We are officially a quarter of the way through our Meet Magento UK '22 coverage and what an amazing line-up we've seen so far. Today we'll be looking at the fourth session of the Business track with Andy Mulcahy but before we get into his subject let's go over some housekeeping.
Given that Meet Magento UK '22 is a live in-person event there is always the risk that speakers may drop out, subjects may change and there is always the possibility that venues may close. We will do everything we can to keep you up to date through our blogs and on our social sites but as always the website for this year's MM22UK is always the best place to go for the latest information.
Business track - 14.00pm - 14.30pm
How do customers navigate retail sites?
Andy Mulcahy will spend this session talking about ... well, how customers navigate retail sites.
From what we can see it seems that Andy will be spending much of his time talking about the search function on websites. Taking a deep dive into the data to discover the most commonly searched terms, investigating the difference between new and returning customers when it comes to search and looking at the conversion rates of both groups.
Why is it important?
Knowing and understanding the shopping habits of your customers and how they use your search function can lead to an increase in revenue, a better customer experience and it gives you a ton of data to use in improving your store.
Making more money
Knowing what customers are searching for can open the door to cross-selling opportunities and can make you aware of products that you don't currently stock but all of your customers wished you did.
If you can see that the majority of your customers are searching for a product that you don't particularly push then it's time to push it. Move that product or group of products to your home page, make them visible and give your customers easier access to them and then work on your complimentary product ranges. Basically, the fewer buttons a customer has to push to find what they want the better.
A better store
It may be that your customers aren't searching for a product, but rather your Ts&Cs, your shipping costs, your brand values or some other information that is important to them. Knowing this allows you to strategically move and situate content on your site to make it more accessible to your customer.
Is this session for me?
There are many more benefits to understanding your customer's search habits and I'm sure Andy will cover them in this session. But if you run an eCommerce store then you should really be at this session. The more you understand your customers, their habits, patterns and interests the better your store will become and the more customers you will attract.
Who is Andy Mulcahy?
- Strategy and Insight Director at IMRG
- 4th MMUK appearance
- 20+ years experience
Our final thoughts...
There's a popular animated series from the mid-1980s called G.I.Joe, you may have heard about it. At the end of each episode, there would be a short lesson for kids like, don't lie, own up to your mistakes, don't run from your problems and the such. At the end of each lesson, the children would call out "And now we know!" to which the Joe would respond "And knowing is half the battle!"
Nobody get's into business to fail or to make an average living, we all want to succeed, now how you measure that success is up to you but understanding how your customers behave on your site, what they are searching for and how often they do so, combined with other data like your cart abandonment rates, UX, CX, GA data etc. will inevitably lead to your store becoming a place your customers love to shop.
Now you know, and knowing is half the battle!
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