Tackling ‘Findability’ on a Mobile Site

Sadly, our study revealed that many of our panelists’ experiences were pretty frustrating and discouraging. First, shoppers had to guess whether to search for the item, which turned into an exercise in futility as they guessed how the retailer may have described the product. Those who searched were often disappointed with the search results, demonstrating a disconnect between their own query and the product tags or descriptions. As marketers, it shouldn't take a translator to go from merchant/marketing lingo to consumer language.