When selling changing products, filters have to be continually reviewed – BestBuy.com example

The other day I was looking for a new laptop computer on BestBuy.com and I have to say with all the features on a laptop computer, this is one of those tougher filter opportunities for companies to present the choices.

If you look at the basic purpose of the filter, it is to allow a user to filter the results displayed on screen to be exactly or as close to what they desire to see. In terms of ecommerce web store fronts, this ability to give the customer what they are looking for, can make or break a sale.

Now if you look at the complexities of computer purchase, this can get into a very difficult situation. There is a reason why people can get a degree in being a librarian. Content Taxonomy is dedicated to providing content in a way that users can find what they are looking for. In this case, the Content Taxonomists have to consider the filter terms for each possible variation in a computer, the Tech guys have to build a system that can cope with all the filters applied and the UX guys have to find room on the screen to display the choices.

Overall I think BestBuy.com does a great job with a Laptop search however there are some opportunities for improvement.

I am going to use an example of what I found when looking on BestBuy.com for a Laptop and what additional filters could be added:

1 – Ability to select SSD instead of standard disks since Solid State Drives are becoming more common.

2 – Battery life expectancy – since some laptops will put in 8+ hours but others will not even be close

3 – Weight for ultraportable is set to one value (around 5.4 lbs) even though laptops can be almost 1/2 this weight today

4 – Graphic Card MB is important but not an option to filter by

The above is just some samples of how product changes can render an existing filter list short of choices. BestBuy.com has done a good job at staying with the trends “Touch Screen”; “Blu-ray player” to name just a few filters they have added as products change.

A company that is selling changing technology has to continually review their products to see if new filters will need to be created and old filters removed to maintain a strong ecommerce shopping experience.

 

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