Capturing Intent

Rishi Rawat Blog Posts Leave a Comment

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?

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