Diagnosing the reason for low conversion rates in a category by decoding big search & keyword data. Proposing a solution by mapping customer intentions.

1. UXtrategy
Indian Gifts Portal
Increasing Findability
Step 2: Faceted Search Faceted Search allows users to drill down and find what they are searching
for. It assists users in task completion to conversion.

2. Problem Hypothesis
• Users seeking birthday gifts landing on Indian
Gifts Portal consist of 5.7% of all users landing on
the site. (Definition – Annexure 1)
• They are focused on recipients. They are defining
recipients by relationship, age, gender & location.
(Keyword Visualization – Annexure 2a, 2b).
• On the site they are still seeking much the same
but in a more focused manner.
(Keyword Visualization – Annexure 3a, 3b)
• But they are not finding it,
(Behavioral Flow - Annexure 4a, 4b, 4c)
and 99.95% are leaving without converting.
(Conversion Rate Comparison – Annexure 5)

3. Solution
• Faceted Search to be available on the Birthday
Gifts landing page which focuses on
–
–
–
–
–
–
–
Recipient Relationship with User
Age, gender & location of the Recipient
Gift Ideas – Unique, Religious, Love Gifts etc.
Personalized / Customized Gifts
The whole bundle – Gift + Cake + Flowers + Greeting
Delivery Zones (With a clear list of cities & countries)
Time Dependent Delivery (And Error Prevention Tips)

4. Faceted Search – Information Architecture

5. Birthday Gifts + Birthday Cakes
+ Flowers
+ Chocolates
+ Gifts for Her
+ Gifts for Him
+ Gifts for Parents
+ Gifts for Kids
+ Unique Gift Ideas
+ Gift Hampers
+ Gifts Below 999
+ Gifts By Country
+ Delivery in India

6. Birthday Gifts - Birthday Cakes
½ KG Cakes
1 Kg Cakes
Big Cakes
Numbers/Letters
Doll/Toy Cakes
Heart Shaped
Chocolate Cakes
Eggless Cakes
Sugar Free Cakes
Cake Hampers
Midnight Special
Express Delivery
+ Flowers
+ Chocolates
+ Gifts for Her
+ Gifts for Him
+ Gifts for Parents
+ Gifts for Kids
+ Unique Gift Ideas
+ Gift Hampers
+ Gifts Below 999
+ Gifts By Country
+ Delivery in India

7. Birthday Gifts + Birthday Cakes
+ Flowers
Flowers + Cake
Flowers + Gift
Flowers + Wine
Flowers + Card
A Dozen Flowers
Heart Shaped
Roses
Other Flowers
Designer Blooms
Fixed Time Delivery
Midnight Delivery
Express Delivery
Flowers by City
+ Chocolates
+ Gifts for Her
+ Gifts for Him
+ Gifts for Parents
+ Gifts for Kids
+ Unique Gift Ideas
+ Gift Hampers
+ Gifts Below 999
+ Gifts By Country
+ Delivery in India

8. Birthday Gifts + Birthday Cakes
+ Flowers
+ Chocolates
Happy Birthday
Personalized
Designer Chocos
Homemade
Belgian
Sugar Free
Lindt
Cadburys
Candy Hampers
Chocos & Teddy
Choco Hampers
Choco & Flowers
Less than Rs. 499
Rs. 500 – Rs. 1000
Above Rs. 1000

9. Birthday Gifts + Birthday Cakes
+ Flowers
+ Chocolates
+ Gifts for Her
Wife
Girlfriend
Sister
Cousin
Friend / Colleague
Jewelry
Jewelry Boxes
Bags & Purses
Cosmetics / Perfume
Watches
Kurtis
Stoles & Dupattas
Full Suits
Western Clothing
Gadgets & Gizmos
Desktop Gifts
Pooja Gifts
Home Crafts
Teddy Bears

10. Birthday Gifts + Birthday Cakes
+ Flowers
+ Chocolates
+ Gifts for Her
+ Gifts for Him
Husband
Boyfriend
Brother
Cousin
Friend / Colleague
Desktop Gifts
Brass Nautical Gifts
Leather Items
Bands & Bracelets
Wallets & Bags
Watches
Jewelry
Perfumes
T-Shirts
Formal Shirts
Kurtas
Gadgets & Gizmos

11. Birthday Gifts + Birthday Cakes
+ Flowers
+ Chocolates
+ Gifts for Her
+ Gifts for Him
+ Gifts for Parents
Mother
Father
Uncle
Aunt
Religious Gifts
Oil Burners
Candle Holders
Photo Frames
Kurta Sets
Unstitched Suits
Kurtis
Shawls & Stoles
Jewelry
Bags & Purses
Paintings
Showpieces
Gadgets & Gizmos

12. Birthday Gifts + Birthday Cakes
+ Flowers
+ Chocolates
+ Gifts for Her
+ Gifts for Him
+ Gifts for Parents
+ Gifts for Kids
Baby Girl
Baby Boy
Baby Toys
Baby Hampers
Baby Gear
0-1 years (?)
1-2 years (?)
2-5 years (?)
5 – 10 years (?)
> 10 years (?)
Clothes for Boys
Clothes for Girls
Home Textiles
Decorative Items
Soft Toys
Wish-list Item to be noted.

13. Birthday Gifts + Birthday Cakes
+ Flowers
+ Chocolates
+ Gifts for Her
+ Gifts for Him
+ Gifts for Parents
+ Gifts for Kids
+ Unique Gift Ideas
Zardozi Wall Décor
Dhokra Arts
Bastar Arts
More Artistic Gifts
Marble Time Pieces
Gemstone Paintings
Nautical Gifts
Chess Sets
Feng Shui Gifts
More Table Gifts
Personalized Cakes
Photo Crystals
Chocolate Messages
Photo Pillows
Kitsch Cushion Covers
More Gifts below 999

14. Birthday Gifts + Birthday Cakes
+ Flowers
+ Chocolates
+ Gifts for Her
+ Gifts for Him
+ Gifts for Parents
+ Gifts for Kids
+ Unique Gift Ideas
+ Gift Hampers
Cake Hampers
Flower Hampers
Chocolate Baskets
Teddies & Chocolates
Mithai & Idols
Hampers for Her
Hampers for Him
Hampers for Kids
Hampers for Babies
Hampers Below 999
Hampers Below 499
+ Gifts Below 999
+ Gifts By Country
+ Delivery in India

15. Birthday Gifts + Birthday Cakes
+ Flowers
+ Chocolates
+ Gifts for Her
+ Gifts for Him
+ Gifts for Parents
+ Gifts for Kids
+ Unique Gift Ideas
+ Gift Hampers
+ Gifts Below 999
Birthday Party Kits
Teddy Bears
Cakes
Flowers
Knick-Knacks
Love Couples
Jewelry Boxes
Showpieces
Bags & Purses
Clothes
Jewelry
Gifts on Discount

16. Birthday Gifts + Birthday Cakes
+ Flowers
+ Chocolates
+ Gifts for Her
+ Gifts for Him
+ Gifts for Parents
+ Gifts for Kids
+ Unique Gift Ideas
+ Gift Hampers
+ Gifts Below 999
+ Gifts By Country
(Free Delivery)
USA
Canada
UK
Australia
(Shipping Charges Apply)
Singapore
UAE
Germany
More Countries >
+ Delivery in India

17. Birthday Gifts + Birthday Cakes
+ Flowers
+ Chocolates
+ Gifts for Her
+ Gifts for Him
+ Gifts for Parents
+ Gifts for Kids
+ Unique Gift Ideas
+ Gift Hampers
+ Gifts Below 999
+ Gifts By Country
+ Delivery in India
(Free Delivery in India)
We deliver free in all
cities across India.
Shipping times may vary
between city to city.
(Calculate Shipping Time)
Flowers & Cakes are
delivered within 24
hours in select cities.
List of Delivery Zones

18. Faceted Search – Interaction Pattern

19. Birthday Gifts + Birthday Cakes
+ Flowers
+ Chocolates
+ Gifts for Her
+ Gifts for Him
Do design & display this icon. Later once the Magneto
installation is done, we can display this icon on product
pages of birthday gifts. This will denote that the product is
recommended as a birthday gift by IGP. A subtle suggestion
that the gifts are hand-picked for occasions. Builds a
relationship with the user by guiding him towards a task that
he is on the site to fulfill. We can perhaps create an icon set
for ‘Anniversary’ & ‘Wedding’ etc as well.
+ Gifts for Parents
+ Gifts for Kids
+ Unique Gift Ideas
+ Gift Hampers
+ Gifts Below 999
+ Gifts By Country
+ Delivery in India
Before the user clicks on the categories they stand apart
from each other. They are separated by empty spaces to
enable scanning.
The whole category & the area around it is clickable.
Later once the user has clicked on a category, we can also
reduce the spacing to create room for the subcategories but
strictly on an as needed basis

20. Birthday Gifts - Birthday Cakes
½ KG Cakes (34)
1 Kg Cakes
Big Cakes
Numbers/Letters
Doll/Toy Cakes
Heart Shaped
½ KG Cakes
The category which the user is browsing will
also start displaying on the top with the same
functionality.
Chocolate Cakes
Eggless Cakes
Cake Hampers
Midnight Special
+ Flowers
+ Chocolates
+ Gifts for Her
+ Gifts for Him
+ Gifts for Parents
+ Gifts for Kids
+ Unique Gift Ideas
+ Gift Hampers
+ Gifts Below 999
+ Gifts By Country
+ Delivery in India
The category which is displayed at the moment will be
highlighted through color. A cross will appear next to the
category. Allowing the user to exit the subcategory easily.
Clicking on the entire link will also function to bring him out
of his subcategory. This is very important that he be able to
undo an action which he performs here to allow him the
freedom to browse as he pleases.

21. Birthday Gifts - Birthday Cakes
½ KG Cakes (34)
1 Kg Cakes
Big Cakes
Numbers/Letters
Doll/Toy Cakes
Heart Shaped
½ KG Cakes
Chocolate Cakes
Both categories will appear on top allowing
the user to exit either one at any time.
Chocolate Cakes
Eggless Cakes
Cake Hampers
Midnight Special
+ Flowers
+ Chocolates
+ Gifts for Her
+ Gifts for Him
+ Gifts for Parents
+ Gifts for Kids
+ Unique Gift Ideas
+ Gift Hampers
+ Gifts Below 999
+ Gifts By Country
+ Delivery in India
If the user clicks multiple categories, show him both the
categories at the same time with the same highlighting
action.
In an ideal world, this will show him the intersection of both
categories – in this case ‘1/2 kg chocolate cakes’. In todays
scenario that may or may not be possible, but please keep
this on the wishlist.

22. Birthday Gifts  Birthday Cakes
 Flowers
+ Chocolates
+ Gifts for Her
+ Gifts for Him
+ Gifts for Parents
+ Gifts for Kids
+ Unique Gift Ideas
+ Gift Hampers
+ Gifts Below 999
+ Gifts By Country
+ Delivery in India
(Free Delivery in India)
We deliver free in all
cities across India.
Shipping times may vary
between city to city.
(Calculate Shipping Time)
Flowers & Cakes are
delivered within 24
hours in select cities.
List of Delivery Zones
When a customer has already got an element from these
categories in his shopping cart, the category will get a tick
mark next to it. It has to be subtle enough to not be
intrusive but yet notice-able enough to communicate it has
been ‘ticked’ from the shopping list.

23. UXtrategy
Annexure
Data to back up the design strategy.

24. Annexure 1 : Definition of ‘Users Seeking Birthday Gifts’
Users landing on the site through keyword ‘Birthday’ OR
those users who land on the ‘Birthday Gifts’ landing page

25. Annexure 2a – External Keyword Referrers

26. Annexure 2b – Inferences
• Users have the recipient in mind while seeking
birthday gifts
• The focus is on
– Relationship to the recipient
– Gender & Age of the recipient
– Nationality (?) (Indian)
– Location (delivery)

27. Annexure 3a: Internal Search Terms

28. Annexure 3b – Inferences
• Even after reaching the birthday gifts page, they
are still seeking the characteristics that they were
looking for when they landed.
• The focus is on:
–
–
–
–
Relationship, Age & Location still remain strong
Personalized gifts
Cakes, Chocolates, Cards & Flowers
Hampers & Gift ideas

29. Annexure 4a : Behavior Graph of Users Seeking
Birthday Gifts
Check out is missing from the top 5 destinations in
the first four steps

30. Annexure 4b : Behavior Graph of Users Seeking
Birthday Gifts
Check out is missing from the next 6 steps as well

31. Annexure 4c : Behavior Graph of Users Seeking Birthday
Gifts
No Check-out in the drill down…

32. Annexure 5 : Conversion Rate of Users Seeking Birthday
Gifts
Check out is missing from the 6 steps as well