If you are familiar with exorbyte, you have read me and others boasting our unique error tolerance again and again and you may still wonder why this is so important to ecommerce. This is why: The “Long Tail of Search”
The term “Long Tail” is recognized as a key concept to grasp the differences between the main categories of search queries online users submit into any search engine, on an online store or even a web search engine like google.com. The main idea behind the “Long Tail” is that while most people look at the top of a list of search logs (list of all search queries submitted by users on a web site during a given period – see chart above), the real important terms lie at the bottom of that list in what’s also called “The Long Tail”. The bottom of that list is what matters because that’s where most of the search queries lie. In many search engines on online and elsewhere the long tail is reported to be over 80% of the search queries for any given period. In other words, 80% of all queries made into the search engine are unique, while 20% are popular queries.
The first lesson here is that popularity doesn’t matter as much as some would like you to think. If you are selling lots of products, which most online stores are (because they can – no floor space limits, drop shippers, etc.), then you care about selling all these products not just the same few popular products over and over again. Inventorying is costly.
The second and most important lesson for Exorbyte was that many long tail search queries are unique because they contain typos, misspellings, phonetic spellings, and related but not matching queries. This is where error tolerance comes in. We can match more of these search queries than any other search engine. And this translates into more sales. Many of our customers report improvement of 5% to 20% of their conversion rates after implementing Exorbyte Commerce for instance. It’s that simple! So if you have an online store, wait no longer, try us out, it’s free, takes 10 minutes to install, 10 minutes to remove and it will change your business performance and the satisfaction level of your customers forever.
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