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Creating Effective
Ecommerce
Information Architecture
@Jammer_Volts#SearchLove
What is Information
Architecture?
● Site & catalogue structure
● Core processes & functions
● Business reporting & web analytics
● SEO
@Jammer_Volts#SearchL...
ART SCIENCE
ROLE
PLAY
@Jammer_Volts#SearchLove
Know
Yourself.
@Jammer_Volts#SearchLove
What’s
your
vertical?
@Jammer_Volts#SearchLove
#YMYL
@Jammer_Volts#SearchLove
What
makes
you
unique?
@Jammer_Volts#SearchLove
@Jammer_Volts
What’s
your
business
goal?
#SearchLove
Macro Conversion Micro Conversion
Online Sale Sign up for email
Phone (Offline) Sale Download spec sheet
Download white pa...
@Jammer_Volts#SearchLove
Does this page
create momentum?
Good IA adapts and
grows based on user
behavior
@Jammer_Volts#SearchLove
Know your
customers
@Jammer_Volts#SearchLove
Users are on a quest.
@Jammer_Volts#SearchLove
“I want to
buy a
toaster.”
@Jammer_Volts#SearchLove
Classic Navigation
@Jammer_Volts#SearchLove
“I want to
host
brunch.”
@Jammer_Volts#SearchLove
Conceptual Navigation
@Jammer_Volts#SearchLove
Can your site give them
what they’re looking for?
@Jammer_Volts#SearchLove
If you want their money,
respect their time.
@Jammer_Volts#SearchLove
Is what you’re asking them to do next
clear, logical, and reasonable?
@Jammer_Volts#SearchLove
User
Intent
Business
Goals
Effective
IA
@Jammer_Volts#SearchLove
Satisfy user
intent.
@Jammer_Volts#SearchLove
In a perfect world, we can map their
landing to the Customer JourneyAw
areness
Research
Conversion
@Jammer_Volts#SearchLove
In
reality...
@Jammer_Volts#SearchLove
How do we build IA
for real humans?
@Jammer_Volts#SearchLove
@Jammer_Volts#SearchLove
Home
Product
Listing
Category
Product
Detail
Kitchen
Appliances
Kitchen &
Dining
Waffle iron
Clas...
@Jammer_Volts#SearchLove
@Jammer_Volts#SearchLove
Home
Product
Listing
Category
Product
Detail
Table
Linens
Home
Decor
Tablecloth
Kitchen
Appliance...
@Jammer_Volts#SearchLove
Craft recognizable
landscapes
@Jammer_Volts#SearchLove
Where can I go?
Where have I been?
Where am I?
@Jammer_Volts#SearchLove
@Jammer_Volts#SearchLove
Home
Product
Listing
Category
Product
Detail
Table
Linens
Home
Decor
Tablecloth
Kitchen
Appliance...
Strong Relevant
Interlinking
@Jammer_Volts#SearchLove
Don’t be too proud of this
technological terror
you’ve constructed.
The ability to optimize is
insignificant next to the
p...
@Jammer_Volts#SearchLove
Get to
products
fast
@Jammer_Volts#SearchLove
Help
users
make
informed
choices
@Jammer_Volts#SearchLove
Home
Product
Listing
Category
Product
Detail
Table
Linens
Home
Decor
Tablecloth
Kitchen
Appliance...
What can we give users to
empower their experience?
A map.
@Jammer_Volts#SearchLove
* an accurate map.
@Jammer_Volts#SearchLove
@Jammer_Volts#SearchLove
≥1 static text link
for every page
A common language
@Jammer_Volts#SearchLove
Match
autosuggest
to
indexable
pages
#SearchLove @Jammer_Volts
A clear
next step.
@Jammer_Volts#SearchLove
@Jammer_Volts#SearchLove
A consistent
experience.
@Jammer_Volts#SearchLove
@Jammer_Volts#SearchLove
Consistency
applies to
link
structure.
@Jammer_Volts#SearchLove
Let’s Get Tactical
@Jammer_Volts#SearchLove
Wide > Deep
@Jammer_Volts#SearchLove
@Jammer_Volts#SearchLove
Faceted navigation is a
powerful longtail play.
@Jammer_Volts#SearchLove
With great power comes…
equal potential for
imminent doom.
@Jammer_Volts#SearchLove
Duplicate
Content
Crawl
Budget
Link
Equity
@Jammer_Volts#SearchLove
Cake & Too
@Jammer_Volts#SearchLove
Not all
filters are
equal.
#SearchLove @Jammer_Volts
Which filters are
actually useful?
Check internal site search
and GSC queries. Talk to real humans.
@Jammer_Volts#SearchLo...
Create new URLs
for filters.
@Jammer_Volts#SearchLove @Jammer_Volts#SearchLove
Create new URLs
for filters.
@Jammer_Volts
Don't create multiple copies of a page
under different URLs.
https://support.go...
Use Curate parameters.
@Jammer_Volts#SearchLove
/prod?param=useful
re=”canonical”
href=”/prod?param?=useful”
@Jammer_Volts#SearchLove
prod
prod
+
+
?para=useful-1
?para=useful-1
&facet=rad
@Jammer_Volts#SearchLove
Indexable
parametered
URIs
breed like
bunnies.
@Jammer_Volts#SearchLove
ALL THE
PARAMETERS
!
“Nah.”
@Jammer_Volts#SearchLove
@Jammer_Volts
(Psst… Configure your
parameters)
#SearchLove @Jammer_Volts#SearchLove
Know when
to promote
@Jammer_Volts#SearchLove
“Congratulations,
Heart Health!
You’re a real
category now.”
@Jammer_Volts#SearchLove
Useful… but
not ambitious
@Jammer_Volts#SearchLove
/prod?param=notuseful
rel=”nofollow”
re=”canonical”
href=”/prod”
@Jammer_Volts#SearchLove
noindex and
canonical
don’t mix
@Jammer_Volts#SearchLove
Category agnostic PDP
URLs allow for
cross-categorization
@Jammer_Volts#SearchLove
site.com/womens/dresses/it-has-pockets
site.com/sale/womens/it-has-pockets
site.com/brand/it-has-pockets
@Jammer_Volts#Sea...
Match
placement
to user
intent
#SearchLove @Jammer_Volts
Expand
on
options
@Jammer_Volts#SearchLove
Consolidate product variations
@Jammer_Volts#SearchLove
Don’t
disrupt
their
journey.
@Jammer_Volts#SearchLove
Good IA
makes
SEO
easier.
#SearchLove @Jammer_Volts
Be curious. Keep learning.
@Jammer_Volts#SearchLove
Test.
Iterate.
Share what you learn.
@Jammer_Volts#SearchLove
@Jammer_Volts#SearchLove
SearchLove London 2018 - Jamie Alberico - Creating Effective ecommerce Information Architecture
SearchLove London 2018 - Jamie Alberico - Creating Effective ecommerce Information Architecture
SearchLove London 2018 - Jamie Alberico - Creating Effective ecommerce Information Architecture
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SearchLove London 2018 - Jamie Alberico - Creating Effective ecommerce Information Architecture

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Users come to your site on a quest. They have a mission and a goal. When they feel smart and sophisticated on your website, they tend to stick around. Information architecture focuses on organizing content and functionality so that your site presents the best user experience it can. Jamie will delve into how information architecture can help your website level up.

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SearchLove London 2018 - Jamie Alberico - Creating Effective ecommerce Information Architecture

  1. 1. Creating Effective Ecommerce Information Architecture @Jammer_Volts#SearchLove
  2. 2. What is Information Architecture?
  3. 3. ● Site & catalogue structure ● Core processes & functions ● Business reporting & web analytics ● SEO @Jammer_Volts#SearchLove
  4. 4. ART SCIENCE ROLE PLAY @Jammer_Volts#SearchLove
  5. 5. Know Yourself. @Jammer_Volts#SearchLove
  6. 6. What’s your vertical? @Jammer_Volts#SearchLove
  7. 7. #YMYL @Jammer_Volts#SearchLove
  8. 8. What makes you unique?
  9. 9. @Jammer_Volts#SearchLove
  10. 10. @Jammer_Volts What’s your business goal? #SearchLove
  11. 11. Macro Conversion Micro Conversion Online Sale Sign up for email Phone (Offline) Sale Download spec sheet Download white paper Add item to cart Utilize Chat Email for price Play video @Jammer_Volts#SearchLove
  12. 12. @Jammer_Volts#SearchLove Does this page create momentum?
  13. 13. Good IA adapts and grows based on user behavior @Jammer_Volts#SearchLove
  14. 14. Know your customers @Jammer_Volts#SearchLove
  15. 15. Users are on a quest. @Jammer_Volts#SearchLove
  16. 16. “I want to buy a toaster.” @Jammer_Volts#SearchLove
  17. 17. Classic Navigation @Jammer_Volts#SearchLove
  18. 18. “I want to host brunch.” @Jammer_Volts#SearchLove
  19. 19. Conceptual Navigation @Jammer_Volts#SearchLove
  20. 20. Can your site give them what they’re looking for? @Jammer_Volts#SearchLove
  21. 21. If you want their money, respect their time. @Jammer_Volts#SearchLove
  22. 22. Is what you’re asking them to do next clear, logical, and reasonable? @Jammer_Volts#SearchLove
  23. 23. User Intent Business Goals Effective IA @Jammer_Volts#SearchLove
  24. 24. Satisfy user intent. @Jammer_Volts#SearchLove
  25. 25. In a perfect world, we can map their landing to the Customer JourneyAw areness Research Conversion @Jammer_Volts#SearchLove
  26. 26. In reality... @Jammer_Volts#SearchLove
  27. 27. How do we build IA for real humans? @Jammer_Volts#SearchLove
  28. 28. @Jammer_Volts#SearchLove Home Product Listing Category Product Detail Kitchen Appliances Kitchen & Dining Waffle iron Classic Silo Global Navigation
  29. 29. @Jammer_Volts#SearchLove
  30. 30. @Jammer_Volts#SearchLove Home Product Listing Category Product Detail Table Linens Home Decor Tablecloth Kitchen Appliances Kitchen & Dining Waffle iron Conceptual Silo
  31. 31. @Jammer_Volts#SearchLove
  32. 32. Craft recognizable landscapes @Jammer_Volts#SearchLove
  33. 33. Where can I go? Where have I been? Where am I? @Jammer_Volts#SearchLove
  34. 34. @Jammer_Volts#SearchLove Home Product Listing Category Product Detail Table Linens Home Decor Tablecloth Kitchen Appliances Kitchen & Dining Waffle iron Breadcrumbs Product Crosses
  35. 35. Strong Relevant Interlinking @Jammer_Volts#SearchLove
  36. 36. Don’t be too proud of this technological terror you’ve constructed. The ability to optimize is insignificant next to the power of user intent. #SearchLove @Jammer_Volts
  37. 37. @Jammer_Volts#SearchLove Get to products fast
  38. 38. @Jammer_Volts#SearchLove Help users make informed choices
  39. 39. @Jammer_Volts#SearchLove Home Product Listing Category Product Detail Table Linens Home Decor Tablecloth Kitchen Appliances Kitchen & Dining Waffle iron
  40. 40. What can we give users to empower their experience?
  41. 41. A map. @Jammer_Volts#SearchLove
  42. 42. * an accurate map. @Jammer_Volts#SearchLove
  43. 43. @Jammer_Volts#SearchLove ≥1 static text link for every page
  44. 44. A common language @Jammer_Volts#SearchLove
  45. 45. Match autosuggest to indexable pages #SearchLove @Jammer_Volts
  46. 46. A clear next step. @Jammer_Volts#SearchLove
  47. 47. @Jammer_Volts#SearchLove
  48. 48. A consistent experience. @Jammer_Volts#SearchLove
  49. 49. @Jammer_Volts#SearchLove
  50. 50. Consistency applies to link structure. @Jammer_Volts#SearchLove
  51. 51. Let’s Get Tactical @Jammer_Volts#SearchLove
  52. 52. Wide > Deep @Jammer_Volts#SearchLove
  53. 53. @Jammer_Volts#SearchLove
  54. 54. Faceted navigation is a powerful longtail play. @Jammer_Volts#SearchLove
  55. 55. With great power comes… equal potential for imminent doom. @Jammer_Volts#SearchLove
  56. 56. Duplicate Content Crawl Budget Link Equity @Jammer_Volts#SearchLove
  57. 57. Cake & Too @Jammer_Volts#SearchLove
  58. 58. Not all filters are equal. #SearchLove @Jammer_Volts
  59. 59. Which filters are actually useful? Check internal site search and GSC queries. Talk to real humans. @Jammer_Volts#SearchLove
  60. 60. Create new URLs for filters. @Jammer_Volts#SearchLove @Jammer_Volts#SearchLove
  61. 61. Create new URLs for filters. @Jammer_Volts Don't create multiple copies of a page under different URLs. https://support.google.com/webmasters/answer/403 49?hl=en
  62. 62. Use Curate parameters. @Jammer_Volts#SearchLove
  63. 63. /prod?param=useful re=”canonical” href=”/prod?param?=useful” @Jammer_Volts#SearchLove
  64. 64. prod prod + + ?para=useful-1 ?para=useful-1 &facet=rad @Jammer_Volts#SearchLove
  65. 65. Indexable parametered URIs breed like bunnies. @Jammer_Volts#SearchLove
  66. 66. ALL THE PARAMETERS ! “Nah.” @Jammer_Volts#SearchLove
  67. 67. @Jammer_Volts (Psst… Configure your parameters) #SearchLove @Jammer_Volts#SearchLove
  68. 68. Know when to promote @Jammer_Volts#SearchLove
  69. 69. “Congratulations, Heart Health! You’re a real category now.” @Jammer_Volts#SearchLove
  70. 70. Useful… but not ambitious @Jammer_Volts#SearchLove
  71. 71. /prod?param=notuseful rel=”nofollow” re=”canonical” href=”/prod” @Jammer_Volts#SearchLove
  72. 72. noindex and canonical don’t mix @Jammer_Volts#SearchLove
  73. 73. Category agnostic PDP URLs allow for cross-categorization @Jammer_Volts#SearchLove
  74. 74. site.com/womens/dresses/it-has-pockets site.com/sale/womens/it-has-pockets site.com/brand/it-has-pockets @Jammer_Volts#SearchLove
  75. 75. Match placement to user intent #SearchLove @Jammer_Volts
  76. 76. Expand on options @Jammer_Volts#SearchLove
  77. 77. Consolidate product variations @Jammer_Volts#SearchLove
  78. 78. Don’t disrupt their journey. @Jammer_Volts#SearchLove
  79. 79. Good IA makes SEO easier. #SearchLove @Jammer_Volts
  80. 80. Be curious. Keep learning. @Jammer_Volts#SearchLove
  81. 81. Test. Iterate. Share what you learn. @Jammer_Volts#SearchLove
  82. 82. @Jammer_Volts#SearchLove

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