Sunday, August 18, 2013

Too Many Choices, Not Enough Metadata

In my efforts to do a bathroom remodel I've realized a common point of frustration: search fatigue. Not to pick on Lowe's in particular but rather case in point because I like them, whether the search is bathtubs, tile or fixtures a customer's ability to filter search results seem limited mostly to the standard three: price, rating and brand. However if there is an online selection of over 200 Delta shower heads, and I'm looking for an antique bronze colored hand-wand-in-shower-head, it is a frustrating endeavor. 

So now some advice to retailers, particularly to home improvement retailers where a bad online search capability can cost you thousands: allow your products to be pivoted to the maximum number of common product dimensions. If your customers are buying windows, they want color, size (if not custom), material*, efficiency*, number of panes, open method, and whether replacement or new construction, in addition to price, rating and brand (*in fairness Lowe's had material and Energy Star certifications as categories- but there are four binary categories for Energy Star on their mobile site which is confusing).  You already have product specs on your site, now unleash the metadata possibilities!