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YC storefront search and navigation consists of a number of tools: full text search (including misspellings and synonyms), product tags search, category navigation, faceted navigation (price, brand and attributes) as well as static links (managed by CMS). One of the powerful features of these tools is that they are not isolated from each other and can be mixed and matched to create complex compound search and navigation criteria, which is fully integrated into breadcrumbs, SEO friendly and are completely localisable.
Example of a compound search is "search for a product by keyword 'Intel Core i7' of 'Toshiba' brand within 'Laptops' category in price range '1500-2000' containing a tag 'sale'" would result in the following SEO friendly URL:
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Search capability refers to the keyword search facilitated by customer input through search input box on the web site. The keywords are matched against a mix of attributes, namely: product name, brand, product code, SKU code, manufacturers code, navigatable and searchable custom attributes (see product type configuration).
Initially the search is performed on the whole phrase (i.e. if several keyword are used) and if that does not yield results a relaxed word by word search is performed. This ensures that no matter how "bad" customer's keywords are YC will do its absolute best to find at least something. 'No results' page is a major conversion killer in e-commerce, which is why YC will always attempt to find a match and save the day.
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SKU Relevancy
As discussed in PIM products can come in variety of attributes (i.e. multi SKU). In many cases these variations are quite visual, for example if the attribute is colour. YC introduces concept of relevancy whereby products that appear in search results are further scored at SKU level thus suggesting the best matching SKU (image, price and information). This feature looks very impressive especially with colour attributes.
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In order to configure synonyms all is needed is to:
- Create one PRODUCT custom attribute. Recommended code is SYNONYMS.
- Create corresponding product type attribute for product types that require synonyms and make sure that 'search' flag is checked.
- Specify required synonyms in this attribute for products (this can be done manually via product editor "attributes" tab or via bulk import of attributes)
Now using synonyms in search will result in configured product being displayed. Managing synonyms at product level as custom attribute gives a lot of flexibility and precision to ensure that search results are spot on.
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This creates a problem as short words may morph considerably thus decreasing overall match score. Consider the following usages of adjective 'blue' in Russian:
| Adjective | Usage | Change |
|---|---|---|
| blue=синий | blue socks=синие носки | Masculine noun changes 1 letter, which is 1/5 = 20% change |
| blue=синий | blue fabric=синяя ткань | Feminine noun changes 2 letters, which is 2/5 = 40% change |
The same can be exhibited in many languages and change of the word of 40% can degrade search precision significantly as that would mean that matches will be calculated at 60% or less if we account for misspellings.
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In order to configure conjugation synonyms all is needed is to:
- Create a PRODUCT customer attribute corresponding to a significant attribute subject to conjugation. Recommended code is original attribute code with "_CONJUGATION" suffix.
- Create corresponding product type attribute for product types that require synonyms and make sure that 'search' flag is checked.
- Specify required synonyms in this attribute for products (this can be done manually via product editor "attributes" tab or via bulk import of attributes)
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| Tip |
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| For more insight on combinations of shop category assignments please refer to master catalog management |
Figure 9: Category navigation
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YC is a powerful e-commerce tool however the expertise of the business lies with the professionals that run it, which is why content management can be used to put specific content and links in the right places on the website and emails to guide the customers towards the purchase. Because all YC search links are SEO friendly it is very easy to craft specific ones that display certain products and place them in strategic areas on the web site (e.g. menus or content includes). Refinements and products tagging allow to create product listings containing specific brand(s), or point to items on sale, or highlight some products that set the trend. These techniques also applicable to embedable links in newsletters and email communication with the customers.
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