Dynamic Ranking: The Key to Increase Conversions

Dynamic Ranking: The Key to Increase Conversions

Peter logged in to ‘Amynra’, an eCommerce site. He wanted to grab some stuff for his impromptu bachelor party his friends planned. Peter doesn’t have a great way of online shopping as he rarely did it. For him, it was a maze of a plethora of products where he wanted to find his green, leafy, summery beach shorts!  Indeed a task. So, he typed in ‘beach shorts’ and he was flooded with ‘Shorts’ of all types. Peter wasn’t ecstatic about the search results. He had to scroll deep and couldn’t find the ones he was searching for.  He opts out.  Now, imagine, how many ‘Peters’ actually do visit your website on a daily basis? And what if all of them kept opting out of your site every time?  Showing relevant products based on shopper’s intent and history is the most important factor that you should integrate with your site. With so many websites and giants like Amazon and Flipkart in the market, there is no way you could find an escape with an average search engine.  You need an on-point relevancy platform and an equally well-knit ranking system. 

What is a ‘Relevancy and Ranking’ system?

When shoppers find exactly what they searched for, it proves relevancy settings are on point Unbxd, with its AI-powered system, justifies an efficient search engine with proper relevance and ranking settings to make sure shoppers don’t leave the site half-heartedly. 

Ranking System

Ranking helps you order the most relevant products on the Product Listing Page effectively to increase its conversion rate. For example, A user typed a query on the search bar as ‘shoes’. Such a generic request! Right? The search panel is flooded with results. Because there are some 10 to the power 5 results for shoes. Now, evidently, you can’t show all the results in a haphazard manner making the shopper scroll and skip pages on pages!  Instead, based on the shopper’s behavior, you need to index/rank your product pages which displays the most relevant ones on the top page. For example, If the shopper has a quirky sense of fashion and buys most of his products from Nike then the page displays ‘Nike shoes’ as top results.  This whole process of displaying the most relevant results based on the shoppers’ affinity is called Ranking. Once you have ranked the products properly, you cleverly correspond to your user’s intentions and become a hero of their lives! Let’s see some of the live use-cases where ranking is needed and how Unbxd can pull you up for that.

Use Case 1: Ranking the ‘Most Relevant’ products higher

I was searching for a book on ‘Ghost Stories’ online on Amazon. The search filter flooded my Product Listing Page with almost 1200 queries which was so much to take in for me as a shopper that I closed all the tabs. Ultimately, I asked my niece for her suggestion and bought the exact book.  If it keeps the shoppers so much on toes then it is useful to display only the products that matter the most.  Dynamic Ranking: The Key to Increase Conversions We rank the ‘Most Relevant’ products by identifying the shoppers’ intent and behavior with the help of our AI engine working toward it.

Use Case 2: Rank the products based on their popularity quotient

We know how popular ‘iPhone X’ became overnight on its launch date. People were searching for it, ordering it, and thus the phone model gathered huge sales. But, if you look into the other models from ‘Apple’, not every model is as famous as iPhone X or 11. So, when a user searches for iPhone X, it is not advisable to showcase other iPhone models on the same page which are not that great on the popularity charts.  Dynamic Ranking: The Key to Increase Conversions Then it makes sense, to display the phones that rank well on the overall popularity charts, that bring more revenue, and are being searched for the maximum number of times.  As in the above example, suppose, Samsung Galaxy S10 is being searched by most of the shoppers on your site, it is ranked as the most popular phone product. So, when shoppers search for iPhone X, then Samsung Galaxy S10 is also displayed on the first page of search results after iPhone X. In this way, if the person is searching for an iPhone, he can get a sneak peek as to what else is making on top of the charts or performing better.  Therefore, if a particular brand is performing better and is selling like hotcakes, then make sure you boost it enough.  To boost products, Unbxd helps to navigate to the ‘Merchandising’ section inside the console, where you can boost the products that are performing well and are popular amongst the shoppers. 

Use case 3: When the string match is performed for ‘iPhone X’ and ‘iPhone XR’

Another way, as to how the ranking of products is done, is by string matching of product names. So, if shoppers are searching for iPhone X then the Product Listing Page will also contain iPhone XR and iPhone XS, as it is the closest to iPhone X on string matching.  This is one of the ways to display products from the search query.  Example, if the search query was ‘iPhone X’,  search results contain: iPhone X model iPhone XR model Where ‘X’ is the closest to ‘XR’, therefore, we see results for iPhoneXR too.  Dynamic Ranking: The Key to Increase Conversions

Use Case 4: Based on Brand Publicity

Sometimes, products are also ranked based on their brand value.  Suppose, Nike wants to showcase its shoes when someone searches for ‘Sports Shoes’. Nike created a promotional value of its brand and paid your site to rank ‘Nike’ products higher than the others.  The idea is the shopper will get to see Nike shoes first. In some cases, to a certain set of shoppers, relevant Nike shoes will be shown and in other cases where shopper doesn’t have an affinity for Nike shoes, they will see the most relevant pair of shoes just after Nike shoes (which is a promoted product right now in this case) With Unbxd, you can ‘Boost’ the brand using our Merchandising section and promote the brand value.  Dynamic Ranking: The Key to Increase Conversions

Use Case 5: When you need to rank ‘New Products’ from your catalog

So, not just the popularity of the products but products are also boosted based on their freshness in the market. If a search query is ‘iPhone’ and Apple recently had launched a new model: iPhone 11 then when shoppers search for iPhone, they will see iPhone 11 as the top searched product on the search results page. It is because iPhone 11 is also ranked higher on the value based on the freshness of the product. It is promoted and therefore displayed along with the other products. Ranking the latest products brings in an element of freshness for both new and repeat shoppers. Dynamic Ranking: The Key to Increase Conversions

Use case 6: Products are ranked based on the region and price of the products

Ranking of the products may vary from their geographical location. Like, if shoppers search for iPhone on Amazon.in where iPhone X is doing better sales, then that model is ranked higher and the search results page will display iPhone X on the top for Indian shoppers.  While, when shoppers search for iPhone on Amazon.com where iPhone 11 is doing better sales, then the iPhone 11 is ranked higher and the search results page display iPhone 11 on the top for the US region.  It also varies with the price of the product.  Dynamic Ranking: The Key to Increase Conversions

Use case 7: When the shoppers apply filters for a product query

Suppose a user typed ‘Nike Shoes’ on the search bar and applied price range filter ‘Under $25’. Now, based on the filters the shoppers will see the products that are ranked higher for that range based on their popularity for that range.  Dynamic Ranking: The Key to Increase Conversions

Use Case 8: Rank products based on their ‘Synonyms’

You may always want to provide synonyms to the product queries to avoid getting zero results when a shopper searches with a different product name than the one present in the catalog. So, if shoppers search for sequin dresses, they should receive glitter sequin dresses as well in the search results.  In what order the search results will be shown is decided by the ranking procedures followed by various eCommerce sites/stores.  Such queries are marked as synonyms to show search results for the search queries.  Dynamic Ranking: The Key to Increase Conversions So, when the shoppers type ‘Sequin Dress’, top results show up ‘Glitter sequin dresses’ automatically based on the ranking methods powered by synonyms.  As we see with so many extensive use cases that relevancy and ranking in itself are the prime parameters to charge up your search engine. While relevance aims to search the right products for your online shoppers from a huge catalog, Ranking ensures that those relevant products are ranked on the top of the stack.  While Relevance works towards finding the right products, Ranking works towards increasing the likelihood of conversion and shorten the path to purchase. So, it can be said Relevance and Ranking are two pillars of an efficient search system.  Therefore, build a proper search engine for your site by integrating Unbxd Search Solutions which provides an effective Relevance and Ranking system.  To integrate or enquire, contact our sales team and try it out for yourself. 

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