TE Connectivity is one of the largest electronics component manufacturers in the world. They primarily sell through third party vendors such as Arrow Electronics in North America and JD.com in China. Our team at SapientRazorfish was tasked with helping TE realize their goal of creating a fully-fledged e-commerce solution while retaining the usefulness of the existing site.
The three areas I focused on were:
- Refining the type ahead search experience
Getting users to the product page as quickly as possible was an important priority to increase conversion rate.
- Improving content organization for product group pages
The existing product group pages didn’t have a clear content hierarchy and increased bounce rate.
- Increasing campaign landing page engagement
Analytics showed us that downloading white papers is an important step to conversions. Campaign landing pages are the primary way for potential customers to get white papers.
Forging Type Ahead
Our research team had already done a comprehensive study of user behavior. We learned that a lot of TE customers trust tools like Octopart and Digikey to find specific parts. Users said that they usually start with a part number or use a competitor’s product to begin their search. Thus, site search needs to cover a variety of use cases, including search by part number, name, and cross-referencing parts. I took a stab at improving the type ahead feature to accommodate each use case.
24%
of all searches on TE.com yield zero results.
Stakeholder Research
62%
of US online adults said they would pay more for a brand that provides a personalized service or experience.
Forrester, 2016
68%
of customers would be unlikely to return to a website after an unsatisfactory experience.
Forrester, 2015
Consumers are comfortable using search and filter tools to arrive at a result…
Current sort methodology is not customer-facing; drop-down sort functionality enables customers to specify which items will appear first using natural language that maps best to a user’s mental model.
Consumer expectations of search functionalities are increasing…
Today’s customers expect site search to deliver results relating to everything from products to promotions, content to customer service.
39%
of online users said that they have used functionality to help refine and narrow search results when considering purchasing items on a retailer’s Web site, such as applying refinement filters and narrowing results.
Forrester, 2016
A better search experience
Searching by part name or part number was optimized by incorporating the product listings right into the search dropdown menu, which auto updates and narrows the results as users continue typing their query. To accommodate the other use cases, search commands like “list” and “xref” were introduced to speed up common workflows.
Rethinking Product Group Pages
The next area I was asked to investigate was improving the product group pages, which contains a variety of information about a product family, such as the DEUTSCH connector line. I believed the main issue was how the content was organized, so I set out to find a more intuitive way to present the information on the page.
These changes were implemented alongside the e-commerce updates our team made to the product catalog.
Reimagining the Campaign Landing Pages
For this last initiative, I was tasked with exploring a new approach to the campaign landing pages. As mentioned earlier, these pages are important to drive white paper downloads and eventually purchases. I used Principle to create a parallax scrolling page to engage users with a modern, interactive experience.
Client: TE Connectivity
Agency: SapientRazorfish
Live Site: www.te.com
UX: Tucker Williams, Anushri Thanedar, Alan Chen
Visual: Laura Skaggs, Sophy Nong
Timeframe: Winter 2017-2018
