Ecommerce sites need to ensure that menu navigation is aligned with the shopper decision hierarchy and uses appropriate customer-friendly labels. It’s common for businesses to use internal language when defining product categories and menu labels but this can create a miss-alignment with customers if the labels don’t describe products in a way they’re expecting.
This can lead to two problems:
- Query coverage gaps for organic search as page content doesn’t include the most relevant keywords that shoppers use when searching
- Page engagement metric drops when customers can’t find what they’re looking for on landing pages, reducing the quality signal.
There’s a useful case study from Mars UK, who worked with a leading online grocer to get customer insights on how shoppers searched for pet food. They discovered that there were subtle differences in language between how products were labelled on the digital shelf vs. how shoppers searched for the same products (for example “pate” vs. “tray” for tinned food).
What did this change?
- Digital shelf re-labelled to align with shopper language – faster time to product
- Product titles optimised to include shopper language – improved organic search visibility
- Enriched product attributes – improved visibility in the ecommerce store through smart filters and on-site search query matching.
Results were measured mainly using a keyword ranking tool and Google Analytics but ecommerce teams can also test proposed changes to site navigation menus and filter labels using a tool like Treejack which enables goal completion tests on specific user tasks.