Search and navigation are the two most prominent tools that enable the user to discover products on any ecommerce site. Theoretically speaking, search may be used exclusively, but in practice 93% of the users on ecommerce marketplaces will execute a search query first, and 70% will follow up on initial the search results with a navigation refinement.
The balance between the usage of search and navigation is defined by the amount and variety of products on site, but the statistics above apply to both marketplaces and large ecommerce sites.
Lisuto conducted the following study with one of its customers in order to assess the impact of navigation tagging on page views. More specifically, Lisuto wanted to study the correlation between amount and coverage of navigational tags and volume of page views.
The study was conducted in cooperation with five different stores represented by a data distribution aggregator. The performance was measured for the period of four months and benchmarked to the results shown one month before the study was conducted.
The results of the study clearly indicate that tagged listings performed better in terms of pageviews, sales and conversion to sale compared to the listings that were not or partially tagged and present on site during the same period of time.
This case study demonstrates a strong positive correlation between increased product tagging and amount of product page views on a marketplace. Tagged products have consistently received ~16% more page views compared to the control group of untagged products. As shown above, when the general number of pageviews on a marketplace for the seller increases, tagged products tend to attract significantly more pageviews than untagged products. Alternatively, when the number of pageviews decreases, tagged items show much more resilience to a drop in page views, compared to untagged products. The combined results in the table above clearly demonstrate these differences.
Product tagging takes a considerable amount of effort, especially if it has to be done for numerous marketplaces and especially if new product arrival velocity is high. However investment into product tagging has a solid return on investment and as opposed to other methods of page view growth product tagging has a lasting effect once the product is tagged.
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