{"id":867,"date":"2017-04-04T22:54:26","date_gmt":"2017-04-04T22:54:26","guid":{"rendered":"https:\/\/www.guided-selling.org\/guided-selling-vs-faceted-search-guided-selling-2\/"},"modified":"2024-03-01T20:09:23","modified_gmt":"2024-03-01T20:09:23","slug":"guided-selling-vs-faceted-search-guided-selling","status":"publish","type":"post","link":"https:\/\/www.guided-selling.org\/guided-selling-vs-faceted-search-guided-selling\/","title":{"rendered":"Guided Selling vs Faceted Search"},"content":{"rendered":"\n

In years past, Faceted Search has been the most effective way of narrowing down huge product listings to a select few results based on specific qualities. However, while they can be quite useful, there are some things these facets just can\u2019t seem to get right.<\/p>\n\n\n\n

What Are Facets and What\u2019s Their Story?<\/h2>\n\n\n\n

Faceted search as we now it today, has its roots in the Colon Classification (1933)<\/a><\/span>,<\/strong> which was conceived and developed by Indian mathematician and librarian S. R. Ranganathan. Ranganathan felt that a more advanced classification system was needed to accommodate for the rapid expansion of multi-dimensional information.<\/p>\n\n\n\n

His vision for this new classification was that it should be as modular and easy to use as the Meccano toy construction game he had seen on a trip to London. Different pieces could be combined freely to construct a different toy each time \u2013 according to the kid\u2019s imagination. It led Ranganathan to develop the groundbreaking Colon Classification which later became the basis for faceted classification.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Vintage Muccino Toys<\/p>\n\n\n\n

Facets allow customers to choose a defined set of attributes by which to narrow down a list of products to display only those that match the user\u2019s desired product specification.<\/b><\/p>\n\n\n\n

It works well in certain cases. However, customer behavior and search patterns are changing. The ever-growing amount of information and the sheer number of available products call for new approaches. Loudly. Consumers are tired of filtering a large volume of information<\/a><\/span> and marketers are challenged with providing a simpler and easier path to purchase<\/em>. The Colon Classification paradigm was revolutionary in 1933, but is it still effective today?<\/p>\n\n\n\n

Studies show that consumers have a growing intolerance for complexity, which is why user interfaces must evolve to keep up with consumer needs.<\/b><\/p>\n\n\n\n

As it turns out, only about 40% of online shops use facets, which is a surprisingly low number considering how useful they can be. This primarily has to do with the difficulties in effectively implementing these facets.<\/p>\n\n\n\n

The Bayard Institute conducted a comprehensive study encompassing 50 major ecommerce websites<\/a> <\/span>in the US to analyze their usability across 93 guidelines. They found that only a measly 16% of websites offer a good filtering experience. About half of these websites ranked as \u2018passable\u2019 by those surveyed, while the remainder (34%) were deemed \u2018very bad.\u2019<\/p>\n\n\n\n

A major reason for this is that developing a good faceted search system on a website is quite a tricky undertaking. Not all companies manage to get it right: 32% of websites selling compatible products (like phone covers) don\u2019t use compatibility filters (like size), 42% don\u2019t have category-specific filters, and 20% don\u2019t have thematic filters.<\/p>\n\n\n\n

While faceted search is one of the most significant search innovations of our time, it is clear that a better, more effective solution is needed today<\/b>.<\/p>\n\n\n\n

That solution must be aimed at helping customers find the products that best suit their needs, faster.<\/p>\n\n\n\n

Guided Selling is faceted search\u2019s intuitive, personal and user-oriented counterpart, an interactive questionnaire-based product advisor that asks targeted questions about the customer\u2019s needs, wants, and preferences as opposed to technical, impersonal product attributes.<\/p>\n\n\n\n

Let\u2019s take a look at how Guided Selling stacks up against faceted search in some of the most crucial areas.<\/p>\n\n\n\n

View the infographic here<\/a><\/span><\/p>\n\n\n\n

1. Usage and Accessibility<\/h2>\n\n\n\n

Attribute-based filtering vs Needs-based filtering<\/h3>\n\n\n\n

How Faceted Search Does It<\/i><\/b><\/p>\n\n\n\n

Usually, faceted navigation is geared toward domain experts who think in terms of attribute specifications.<\/b><\/p>\n\n\n\n

Domain experts are people with advanced product knowledge who are familiar with domain-specific jargon and marketing terms. Your customers may not always be well versed in a product\u2019s technical details. This leaves the possibility of confusion and mismatched results, making for a very unsatisfying shopping experience.<\/p>\n\n\n\n

How Guided Selling Does It<\/i><\/b><\/p>\n\n\n\n

An interactive product advisor<\/span><\/a> works to ascertain a product\u2019s usability from the customer\u2019s perspective.<\/b><\/p>\n\n\n\n

What do you need it for? How often do you intend to use it? Guided Selling intuitively links these preferences to the pros and cons of various products, resulting in a search experience that is more aligned with the common customer\u2019s decision making process.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Faceted Search (attribute-focused) vs Digital Advice (needs translated into products and product attributes)<\/p>\n\n\n\n

2. Functionality<\/h2>\n\n\n\n

Exclusion vs Exploration<\/h3>\n\n\n\n

How Faceted Search Does It<\/i><\/b><\/p>\n\n\n\n

The Faceted search method is based on the concept of exclusion.<\/b><\/p>\n\n\n\n

There are pre-defined categories that the customer is expected to use to narrow a list of products. The problem is that the classification is often too technical to be useful, causing frustration for domain novices.<\/p>\n\n\n\n

If a customer is looking for a camera, he\/she might not know what number of megapixels will do. Moreover, several faceted search implementations give users the option to narrow their search by selecting specific values such as 20 and 30 megapixel. Cameras that take photographs at 19 or 31 megapixels won\u2019t show up, even if these might be better options for this customer.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

How Guided Selling Does It<\/i><\/b><\/p>\n\n\n\n

As opposed to facets, Guided Selling doesn\u2019t confront customers with technical attributes and abstract features but instead follows a needs-oriented paradigm that facilitates exploration and inspiration.<\/b><\/p>\n\n\n\n

It asks a series of relatable, easy-to-answer questions that help find out the customer\u2019s intentions and expected product usage. This way, even customers who may not have a clear understanding of the products<\/a> <\/span>they need<\/span><\/a> are able to quickly narrow down to products that are most useful and relevant to them.<\/p>\n\n\n\n

What kind of pictures do you take more often; Outdoor or indoor? Landscapes or portraits? What will you be shooting? and so on and so forth. Answers to these questions are far more simple and specific, resulting in a better experience and better results.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

3. Flexibility<\/h2>\n\n\n\n

One-size fits all vs Personalization<\/h3>\n\n\n\n

How Faceted Search Does It<\/i><\/b><\/p>\n\n\n\n

If there\u2019s one thing all businesses know, it\u2019s that there\u2019s no such thing as a one-size-fits-all approach. And yet, there\u2019s no space for personalization in faceted search. <\/b>Every single visitor is presented with the same options, the same categories, and the same specifications to choose from.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

How Guided Selling Does It<\/i><\/b><\/p>\n\n\n\n

Guided Selling adapts to different shoppers by dynamically changing questions based on previous responses.<\/b><\/p>\n\n\n\n

Sophisticated digital advisors and Guided Selling solutions are able to understand context to only display follow-up questions that are relevant to the current user. These solutions adapt to the customer\u2019s individual needs and personalize the experience every time. Moreover, they can consider information about known preferences in the process<\/a><\/span>, such as from user profiles, to personalize the experience even further.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Different question paths for women and men based on the user\u2019s answer<\/p>\n\n\n\n

4. Experience<\/h2>\n\n\n\n

Rational vs Emotional<\/h3>\n\n\n\n

How Faceted Search Does It<\/i><\/b><\/p>\n\n\n\n

The basis for facets is purely rational and technical.<\/b> A consumer\u2019s mind, however, doesn\u2019t always work like that. Customers are willing to give up one specification in exchange for another benefit. With most facets, however, a customer would have to deselect previous options to reactivate options they may be interested in. They are often not able to freely combine facets.<\/p>\n\n\n\n

For example, if a customer sets a price filter to limit laptops to $1,000 or less, they may not be able to select the Apple brand filter option unless they went back to adjust the price range. This can present a major disruption of the user\u2019s exploration process and lead to a frustrating experience.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

The option to use the brand \u201cApple\u201d as a filter disappears as soon as the price range is defined<\/p>\n\n\n\n

How Guided Selling Does it<\/i><\/b><\/p>\n\n\n\n

Guided Selling allows customers to inform the digital advisor of all of the qualities they are looking for in a product in one go. These qualities are inherently emotional as they are based on the user\u2019s needs and expectations.<\/b> Like a sales attendant, Guided Selling solutions listen to the customer first and allow them to specify their needs without interruptions, creating a more fluid experience.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

5. Results<\/h2>\n\n\n\n

No Match Found vs Alternative Matches<\/h3>\n\n\n\n

How Faceted Search Does It<\/i><\/b><\/p>\n\n\n\n

Facets can sometimes turn up zero results if products don\u2019t meet every single category and sub-category as defined by the consumer.<\/b> There\u2019s nothing more off-putting to a shopper than seeing \u201cno match found\u201d on the screen.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

How Guided Selling Does It<\/i><\/b><\/p>\n\n\n\n

That dreaded \u201cno match found\u201d result doesn\u2019t get pulled up by a product advisor.<\/b> Intelligent digital advisors are tolerant and able to compute close alternatives whenever there is no exact match.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

6. Value Communication<\/h2>\n\n\n\n

Features vs Benefits<\/h3>\n\n\n\n

How Faceted Search Does It<\/i><\/b><\/p>\n\n\n\n

There is little to no value communication in faceted search.<\/b> One may be asked to choose between HD, 3D, and 4K without necessarily knowing what the difference is. Facets do not provide customers with support to understand exactly what they are going to get; it depends on the assumption that they are already familiar with the jargon.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

How Guided Selling Does It<\/i><\/b><\/p>\n\n\n\n

Telling a customer that this mattress adjusts to your spine\u2019s curve, keeping your back healthy while you sleep is more effective than saying, \u201cThis mattress has double-padded memory foam.\u201d<\/b><\/p>\n\n\n\n

Customers don\u2019t care about a product\u2019s technical features so much as the benefits that these features have. Guided Selling applications take this into account by educating users throughout the process.<\/p>\n\n\n\n

For example, an interactive  TV advisor may ask the customer if they place more importance on a crisp picture quality or richer colors or a better sound or how many people would watch TV with them. The customer can immediately see how benefits translate into product features and vice-versa \u2013 either through contextual information texts or the suggested products that are listed as a result of their answers.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Needs-based question with answer options explained through a pop-up infotext on hover<\/p>\n\n\n\n

It can explain how exactly a recommended product fits the customer\u2019s needs, which in turn educates buyers, increases decision confidence and effectively eliminates buyer\u2019s remorse as well as product returns. Once a customer understands the specific benefits of a product\u2019s technical features, they are also more willing to pay a higher price for a better product. This opens up more cross-sell and upsell opportunities.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Product benefits and recommendation explained<\/p>\n\n\n\n

7. Setup and Design<\/h2>\n\n\n\n

Complexity vs Simplification<\/h3>\n\n\n\n

How Faceted Search Does It<\/i><\/b><\/p>\n\n\n\n

Successfully implementing faceted search poses a complex design challenge and is often difficult to do correctly. Should the selection be disjunctive (OR) or conjunctive (AND), how many and which facets should be displayed?<\/p>\n\n\n\n

Selecting the right labels that are meaningful and easily understood by the majority of users can be tricky too.<\/p>\n\n\n\n

The wrong setup can quickly lead to information overload and a hampering of the decision-making process.<\/b><\/p>\n\n\n\n

Some products may have a few relevant facets like size, color, and brand while others may have up to 18 different combinations. All of these selections can take up too much valuable space on screen and increase complexity in the decision-making process.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Note: The list of facets and filters goes on\u2026<\/p>\n\n\n\n

How Guided Selling Does It<\/i><\/b><\/p>\n\n\n\n

Interactive product advisors aim to simplify decision-making<\/a><\/span> by guiding shoppers through their product selection in a step-by-step process, similar to a journey. These systems can include multimedia content such as audio and video or textual explanations that keep users engaged by educating them and explaining how certain answers will impact the result \u2013 without increasing complexity.<\/p>\n\n\n\n

Digital product advisors just require answering questions. Short, targeted, need-based questions are easier to set up and navigate without impacting usability or clogging up valuable real estate.<\/b> As users are not presented with all questions at once, the chance of overwhelming them is significantly reduced.<\/p>\n\n\n\n

SMARTASSISTANT Kayak Finder demo<\/p>\n\n\n\n

8. UX<\/h2>\n\n\n\n

Desktop vs Omnichannel<\/h3>\n\n\n\n

How Faceted Search Does It<\/i><\/b><\/p>\n\n\n\n

The worst nightmare of faceted search is mobile incompatibility.<\/b><\/p>\n\n\n\n

While facets may work well on desktops, most implementations provide a lackluster mobile experience.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Desktop and Mobile version of facets. Navigation on mobile isn\u2019t exactly user-friendly<\/p>\n\n\n\n

How Guided Selling Does It<\/i><\/b><\/p>\n\n\n\n

Given their modular nature, digital product advisors boast seamless mobile compatibility.<\/b><\/p>\n\n\n\n

The interfaces can be implemented in a responsive way to ensure aesthetically pleasing and usable design across devices. Some implementations offer additional omnichannel capabilities<\/span><\/a> that allow customers to switch between devices and pick up where they left off, send results by email, or share them with friends.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Conclusion<\/h2>\n\n\n\n

While faceted search was a breakthrough in the field of information classification, Guided Selling is the clear next step in product discovery. It delivers all of  the conveniences of faceted search, but on a platform that is more engaging, intuitive, and effective.<\/p>\n\n\n\n

Online sellers must understand that changes in consumer behavior aren\u2019t subtle anymore. High speed internet, modern technology, and ever-growing use of mobile has made consumers expect nothing less than spectacular service. Shopping should happen quickly and seamlessly. They want a website that can quite literally read their mind and surprise them with relevant results in a matter of seconds. Guided Selling does exactly that for your website, making yours the business of choice.<\/p>\n\n\n\n

Do you have anything to share? I\u2019m happy to extend the list\u2026<\/p>\n","protected":false},"excerpt":{"rendered":"

In years past, Faceted Search has been the most effective way of narrowing down huge product listings to a select few results based on specific qualities. However, while they can be quite useful, there are some things these facets just can\u2019t seem to get right. What Are Facets and What\u2019s Their Story? Faceted search as we […]<\/p>\n","protected":false},"author":5,"featured_media":1857,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[1],"tags":[],"uagb_featured_image_src":{"full":["https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/01\/faceted_vs_guided-selling.jpg",1000,400,false],"thumbnail":["https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/01\/faceted_vs_guided-selling-150x150.jpg",150,150,true],"medium":["https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/01\/faceted_vs_guided-selling-300x120.jpg",300,120,true],"medium_large":["https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/01\/faceted_vs_guided-selling-768x307.jpg",768,307,true],"large":["https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/01\/faceted_vs_guided-selling.jpg",1000,400,false],"1536x1536":["https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/01\/faceted_vs_guided-selling.jpg",1000,400,false],"2048x2048":["https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/01\/faceted_vs_guided-selling.jpg",1000,400,false]},"uagb_author_info":{"display_name":"Bill Widmer","author_link":"https:\/\/www.guided-selling.org\/author\/bill\/"},"uagb_comment_info":0,"uagb_excerpt":"In years past, Faceted Search has been the most effective way of narrowing down huge product listings to a select few results based on specific qualities. However, while they can be quite useful, there are some things these facets just can\u2019t seem to get right. What Are Facets and What\u2019s Their Story? Faceted search as we…","_links":{"self":[{"href":"https:\/\/www.guided-selling.org\/wp-json\/wp\/v2\/posts\/867"}],"collection":[{"href":"https:\/\/www.guided-selling.org\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.guided-selling.org\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.guided-selling.org\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.guided-selling.org\/wp-json\/wp\/v2\/comments?post=867"}],"version-history":[{"count":6,"href":"https:\/\/www.guided-selling.org\/wp-json\/wp\/v2\/posts\/867\/revisions"}],"predecessor-version":[{"id":2766,"href":"https:\/\/www.guided-selling.org\/wp-json\/wp\/v2\/posts\/867\/revisions\/2766"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.guided-selling.org\/wp-json\/wp\/v2\/media\/1857"}],"wp:attachment":[{"href":"https:\/\/www.guided-selling.org\/wp-json\/wp\/v2\/media?parent=867"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.guided-selling.org\/wp-json\/wp\/v2\/categories?post=867"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.guided-selling.org\/wp-json\/wp\/v2\/tags?post=867"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}