Skill Exchange Event Aug 2023 - Grow Track - Adobe Analytics: Using Adobe Analytics to Fix Your Navigation

Hi, thank you so much. I am Gitaib Ben-Ami. I am a digital strategist at Concentrix. And today I am here to talk all about how to fix your nav and all the tools that Adobe Analytics gives you to fix that nav. So let’s start out by talking about why navigation matters. I think intuitively we all have a pretty good idea of why navigation is important, but I just want to reiterate all the different reasons. For one thing, it really is the way that we have trained our visitors to move through our sites to get into our conversion funnels. It’s one of the key ways. There are others, yes, but it’s one of the main ways where people are going to get around the site and it tells them so much about us. If we look at a nice example of navigation right here from our friends at Adobe, I love this. I really do. There’s four simple options and it gets each person into the proper segment. We have the creativity and design. We’ve got our designers out there looking for everything in the creative cloud. So that’s all of them going into that funnel right away, getting to what they need and not having to worry about all the other stuff. PDF&E signatures, marketing and commerce. That’s us. We’re the people in marketing who are looking for the tools in the Adobe Experience Cloud. And that’s where we’re going to go to convert. There are other ways that people find things, of course. Another great example here from Adobe, CTAs, and then there’s also looking through internal search. Now, I’m not talking about product search. We’re definitely talking about trying to find content and other things through the internal search tools on your site. I’m going to talk a lot about that later because if there is a tremendous amount of usage of that, it means there are probably some really good opportunities to improve your navigation. Here’s the agenda. We’re going to talk about how to track navigation performance. And then, as I just said, we’re going to go through and look at internal search. I’ve got some questions on here. I don’t want to read all those off because we’re going to go through all this good content. But in case you want to look through the presentation. I’m going to pick on my hometown a little bit. I live here in Seattle. And when you live in a city, there’s things that you have to do with the city. Look at this nav. Look at it. There are so many options. So many options. And if there is one thing my career has taught me, it is that paralysis of choice. Analysis paralysis is real. You look at this, and if I had a question about where to get my parking permit, it’s going to be an effort just for the fact that I have to read through so many choices. And if this happens, I’m not going to do that. There’s no way I’m going to do that. I’m going to hop right into that internal search and type in parking permit. Because if you’re going to ask me to go through all of this, it’s just not going to happen. Too many choices. And because we have a nice tool like Adobe Analytics, we can get on there and find out how many of these links are actually being clicked. So take a look at a counterexample. And this is an example I also love. Because there are so few options, they are so clear, and there’s so little ambiguity. You got an app, you got deals, MyMcDonalds Rewards, that’s a rewards program. It’s very clear. We look at the menu, it’s got all sorts of wonderful visual aids. You are going to get where you want to go when you use this type of nav. There’s no ambiguity. There’s only a few choices, and they’re all so clear. And the cool thing about that is not only are you getting where you want to go, you are going where McDonald’s wants you to go. That’s a well-designed nav. And I just really love this type of thing. Makes it much simpler to get to the right place. I have some data here. It’s completely made up. But the first thing I want to talk about, and I bring this up a lot with everybody all the time, is get your telemetry right. Make sure that you can track these things. You want to make sure that you can track your navigation links as navigation links. Maybe you do this through taxonomy so that all of your links have clear identifiers as to what they are. Maybe you have a custom dimension that’s just saying, these are my navigation links, or this is the link type. Whatever it is, just make sure it’s really easy for you to do it. So once upon a time, I was doing a QA for an A-B test. And this was for a 70-link navigation that had five variants in three languages. I’ll let you do the math, but I’m going to tell you, it was a lot. And if that had not been the company with the absolute best-maintained taxonomy and best-maintained data layer I have ever worked with, that would most assuredly have been an absolute nightmare. But fortunately, they had all that. So pulling the data was nice and easy, and we could figure everything out really easily, and it was great. So make sure your telemetry works. Now when we look at this, we’re going to pretend that this is a software and hardware company. And look at these numbers a little bit, and some things are going to stand out. One thing that I’m talking about is we are already getting product segmented. Computers, software, peripherals. And then there’s this about us, which we’re going to talk about. You look at these numbers, and a few things probably already jump out at you. So take a look. There’s the word games under software, and it is stunningly low. Take a look over computers. We’ve got gaming computers. Also stunningly low, especially compared to all of the other options that are there. So this is really great information. Again, made up, but I’ve seen similar things in my career. But what this would tell me is one of two things. One is this is not a product that interests our particular customer demographic that we are attracting. Gives us a couple options that we can take to the product and marketing teams. We can say, hey, you either need to start bringing in a different audience that actually cares about games, or you can go and say, maybe this is not an offering we have to be putting our energy into. Either way, whatever decision you make, you wouldn’t necessarily have known it without this information. There’s other ways, but this is great information that you have about actual user behavior on the site. That’s super great, super helpful. Now we’re looking at these things and we’re finding that there are certain categories. If you look all the way over to the about us, that just are not getting clicked at all. So what do you do with that information that something is not getting clicked at all? Well the good news is if it’s not really that important and it’s getting very few clicks, you can just kill it. Just remove it. A lot of times I have seen companies place these things into their nav because they’re very, very concerned about getting them properly indexed. But the thing is there are other ways that do that. And also there are ways that do that that aren’t going to add to the number of choices for your customers, which is confusing them and aren’t going to make their experience worse. So talk to your SEO experts and really, really think about someplace else to have those. Because as soon as you knock that out, you’re going to be looking at a much cleaner nav that’s going to be easier for your customers to navigate. So let’s say it is important. If I am selling software, hardware and accessories, and I put a wrong name in there, a bad name in there on purpose, look at that last one under peripherals and it’s screens. All of us in here are probably used to working with more than one monitor. You might have two or three. Some of you might really have enough Excel to have four different monitors up. But we might talk about those in terms of screens. But I think most of us would agree that monitors is probably a more commonly used and intuitive word to have. So great news is you pop in the target, you start thinking about those words, and then you have an opportunity to A-B test your way to a better term for that. If that’s not working, then the other option is maybe it’s about the positions. So there’s a lot of data and research into which position is going to get the most clicks, catch the eye the most. And that’s all really important. You do want to place your most important things there. But of course, that’s data that’s based broadly across the entire audience of everybody. And so I always recommend test your way there because I always get surprised by the results of tests. I think I’m a pretty smart guy. I think I’m pretty good at running a program. At the same time, there has never been a single program where I have not been taken completely by surprise by the results of a test. The latest time was about two hours ago. So it’s a humbling thing. And it’s why we always use data to keep getting better data. And again, the one thing I mentioned is that if you have A-B tested it, you’ve got the right words, you’ve got the right position, the best position possible, and you’re still not getting clicks. Well, that might mean that it’s important to you, but it’s not important to your customers. Again, good information to take. Are you getting the right audience? Or is it just not something you need to pursue? If you’ve ever seen me speak before, you also know that I really, really think that the sunk cost fallacy is a huge issue for all of us. We always want to put more effort to save that thing. And I really think that once you can go, it’s not going to work, I’m going to put my energy elsewhere, that that really becomes a moment when you have absolutely won and you can keep going. So that’s a possibility. Keep it in mind. I love this next one. I love this next one. This is such a fun way of tracking whether or not you have effective top level navigation. So how many people are clicking more than one option? Most people are coming and they’re looking for something, one thing. They have a destination in mind. And so if you’ve got good names for your top level navigation and good names underneath as well, your histogram is going to look like this, that most visitors are going to click on one option. Maybe got a little cross-sell going on. There’s that second option there, but you probably also have cross-sell possibilities in your funnel after they’ve converted on the first thing. So that’s what you really want to see is most people just looking at that one thing, finding what they need, encountering the cross-sell within the funnel and moving forward. That’s the best case scenario. If you have something that looks more like this, you have a problem. So I used to work for a hospital system as well, and this was a national hospital system. They had a program by which they were allowing patients to see their medical records. Now, anytime you’re dealing with a hospital is going to be a stressful situation because it’s probably not because you’re feeling great. And so adding any sort of stress on top of that definitely doesn’t help. And it was a great team that really was very, very interested in making sure that the friction was kept to a minimum. And so they asked me, hey, how we doing? So I put together a histogram and they had six different options. And I’m going to tell you, I didn’t think the options were named well, but I didn’t think I was going to get the results I did. I kind of assumed I would do one click, more than one click. But then I found there were so many people clicking two and so many people clicking three, and that actually 3% of all visitors were clicking all six options in the desperate hope that they would finally be able to find their medical records. Now that was a huge eye-opener for that team. And they had already had plans to make this a bit better. But again, I said a great team and they completely reworked their roadmap. They secured extra funding. And this was the data, the data that I gave them, that they could wave in the face of anybody and say, this is our problem. We have to fix this. And they did. It was great. They very quickly got it turned around. They brought it down to just two options. And the one option was, you are this or you are this really, really specific thing because they had just weird tech legacy issues. But it really did make it to where people could get their medical records way more easily with much less frustration. And that’s what we’re here to do, not just to get a good conversion rate, but to make things easier for people. So if this is a situation where you are getting lots of clicks on lots of top-level nav, that means visitors aren’t finding what they want. And it’s making it harder on them. It’s making it harder to convert. So let’s talk a little bit about another way. How many people are bouncing from a nav click? And I’m not just talking about the traditional mean of bounce, which is you immediately leave. But that’s part of it. If you were to look at somebody who came to your homepage and then clicked on a link and then immediately clicked back, well, that’s a really good indicator right there that whatever was on that page was not what they were looking for. Now, is that because you didn’t name it correctly? That could be. And that’s a really good indicator because if they bounce back and they start looking for another way to find it, that means that they were led astray by the title that you had in your nav. How many people click on one nav link and then they immediately click on another one? Because that’s also a really good indicator that they didn’t find the right thing the first time. Now, I want you to look at this nav that I put over here and I want to ask you, where would you find sunscreen? We have sports and outdoors, beauty, personal care, and health. Those are four completely and totally reasonable options to look for sunscreen. Because of that level of ambiguity, it’s going to lead to a lot of confusion. And so there’s limits to what you can do to clarify things. But I also do think that you really do have to be very, very careful and thoughtful about how you name things so as to reduce confusion. And this is one way that your metrics are going to show you if you’re doing that. And of course, you can always tie it back to the product that they did eventually buy, to the product pages that they looked at, and get a better idea about what terms are ambiguous and how you can best make them less ambiguous so that people can get to what they want. As promised, I want to now talk about internal search. Again, I’m not referring to product search. Product search is very much you were looking for a specific type of product. That’s an entirely different subject that requires an entirely different approach. And that really is a whole different talk. I really am talking about using internal search to navigate. Once again, we want to talk about telemetry. Make sure that you are tracking things the right way. So here’s your metrics. You want searches with results. Searches with results tell us that that word is bringing up things that have content. So that’s important because searches without results tell us that this is a term that people are looking for, but you’re not giving them anything about it. Of course, search click-throughs, this tells us that the content they found is worthwhile. Of course, we want to capture the search term and searches per visitor. Searches per visitor is a very simple calculated metric. Just divide the number of searches by the number of visitors. And that’s a really great little barometer. That’s your one little number that’s going to tell you two things. One is how effective is my internal search? It’s also going to tell you how effective is my navigation. So you want this really nice and visible, and you want that number to be trending down. Trending down over time. Because if it is, that is telling you that people are able to find what they want through nav and that if they can’t find through nav and have to do internal search, that your internal search is effective. Once again, I’m playing with something kind of local to me, which is Washington State’s Department of Agriculture. I do a lot of gardening, and I identify plants. And I really have to find out if I need to kill them real fast out of my garden or if it’s something I can allow to live until the day is not quite so hot. Everybody has been in that meeting. And it is the market research people. They have gone out and they’ve found dozens or hundreds of people. They have sat down with these interviews. They’re sitting there asking these probing questions. They want to understand the customer. They want to understand the customer’s needs, how the customer thinks about the products, how the customer is acting, what they care about. And they have gone through, they’ve taken these interviews, they have synthesized them into something which is just wonderful and amazing and thoughtful. And all of that is super, super valid. And it really teaches you who your customer segments are, how they’re using your site, all that good stuff. I want to tell you that there’s another method, and that is your internal search. Every time your visitors go through and type in something with their internal search, they are telling you what they care about. They’re telling you what they want. And they are telling you in a very digestible way, because the number of searches is them telling you, these are the things that are important to me in the order of importance. And this is just so helpful, and it’s based on real user behavior. There’s nothing theoretical. It is hard data. It is so easy to stick into a chart, and it’s just so useful. You’ve just gotten all this good information. And given it to you, and Adobe Analytics has put it into such a digestible format. It’s wonderful. And the great thing is, yes, you are 100% going to find things that you expect. You are 100% going to be surprised. Going back to that hospital chain that I was working for, we went through this, and very consistently we found the things we were expecting. You’re going to a hospital. You’re looking for a specialist. You want a cardiologist. You want a pediatrician. We expected that. Most of the terms that were in the top 10 or 20 search terms were things like that. But there were three big surprises. They all made sense once we looked at them, but they were still surprising. First one, parking. Yeah, that’s really important. You’re going to a hospital. You want to know how you can park. But the second and third ones, they revealed an audience that we weren’t really thinking about. And of course, patients are first. It’s a healthcare system. We want to make sure people who are in need of healthcare are the first people we think about. But those two terms were gift shop and cafeteria. And they came up every time, all across the country, wherever we looked. And that was really important because the visitors, they do matter in the healing process, and they were just not an audience that we were able to think about just instinctively. We were thinking about the patients. But it was a big enough share of people and important enough that it was worthwhile to put into the nav. And that was a great discovery. So yeah, if these terms are not in your nav, add them in. If they are, once again, start looking around and trying to find out the best position for them. So you might also be using the wrong terms. But the good news is that list is also a thesaurus because they are telling you the words they use and the way they think about these items. And that’s just great. They just hand it to you. This is also a really good opportunity to kind of try and understand your different segments of audiences. Because if you see a lot of synonyms for the same thing, that’s great. Find out who those people are and personalize the nav. Go into target, set an ongoing personalization campaign, and make sure that the right audience is getting the right terms. A-B test your way there. Make sure you end up with the right thing. You are ready to go because you have put together the proper telemetry, the proper tracking of your navigation clicks so that you are able to see what’s being clicked, what is not, what is going up, what is going down. You have good tracking on your internal search terms so you know what’s bringing up results, what isn’t, what people are clicking through. You’ve got all of that there. You have your A-B testing program up and running ready to capture the right terms, put them in the right location. Hopefully you’ve got a little bit of personalization going in there to make sure that everyone is getting what they need. And then you’ve got a nice little nav performance dashboard. I put together a nice little example right here. We’ve got our searches per visitor going up and down. We’ve got our nav clicks search terms. We’ve got that histogram I talked about. We’ve got a nav click flow. Where are people going? Are they actually clicking on a whole bunch? Are they not clicking on many things? Once you’ve got this in place, then you have the tools to continuously go through, optimize, make it better, one thing at a time. Once again, my name is Gita Ben-Ami, principal digital strategist at Concentrix. And I hope that this has been very helpful in getting you some ideas about how to make your navigation better. And if you have any questions, I would be more than happy to answer them. Gita, thank you for that insightful presentation. Thank you. Happy to be here and glad you enjoyed it. Yeah, I thought you did a great job walking through a really specific and comprehensive use case. You went through goal setting and establishing KPIs to measure progress to that goal, and then different analysis projects that could provide learnings to help improve your website. So you have clearly done this before. Now are you ready to answer some audience questions? I am absolutely ready to answer some of these audience questions. All right, there’s some good ones in here. So first up from Amy, how would you evaluate potential struggles in finding a category within navigation on an e-commerce website? So that is a hard one, because there are, again, as I said, a lot of different words that people use for the same thing. And there are situations where the same category makes sense for where multiple categories make sense for the same project. My answer to that would be what it is a lot of times, which is A-B testing. You really go out there, find a bunch of different words that seem to work for that particular category, and see what happens. How many times, how many searches are happening? Look at those metrics and see if, in fact, people are getting there faster, your product searches are coming through more quickly, there are fewer of them, and there are more purchases for each search. That’s the best way to go about it. It’s really hard sometimes with the ambiguity of language, but that’s one of the reasons why we have A-B testing, is so that we can, instead of guessing, get some data and really act on that. Awesome. We also had a message in here from Nicholas Plaza, and asking if you remembered him from EY. Hi, Nick. Yes, I do remember you. I hope you’re doing well. I hope everything at EY is still going great. Awesome. And then I had my own question I wanted to sneak in here. So what is telemetry? I feel like I’ve heard that term before, but I wasn’t sure what it is. How is that different from a taxonomy? Oh, sure, yeah. So telemetry is the actual act of tagging something itself. So your telemetry is making sure that measurement is happening. Taxonomy is how you go about naming the things and creating hierarchies for the things that you are tracking, and so having a good system for that. So understanding what is what in being tracked. But telemetry itself is the act of tracking. So when you put those tags on the site or on your app, that’s the actual telemetry. So if there’s one of the things we see, think about when there’s a big spike or when there’s a big dip is my first question is, was this a telemetry error? Is there an error in the actual tracking itself? So that’s what telemetry means. Awesome. Thank you. All right. The next question. Any suggestions on cleaning up taxonomy to in turn clean up the navigation? Or along with those lines, convincing others that cleanup is needed? So there’s a lot of reasons why. So there’s a lot of suggestions. But one of those is that one of the reasons you want to clean up your taxonomy and want to have a nice clean taxonomy is just for the sheer sake of clarity. Our sites, all of them have so many links all over the place. And when you pull up a report that just says something like internal links, and you see the chaos because people have just been putting in whatever they feel like as they’re developing the page, then you really have an area of tremendous confusion. That’s one of those situations where you’re going in there in the debugger, and you’re clicking on everything to try and figure it out yourself. And you have to have this weird key that’s in an Excel spreadsheet. And meanwhile, you’re guessing, hopefully, you’ve memorized a few things, God help you if somebody changes something. And so you’re constantly struggling to do basic analysis of who’s clicking on what. And those clicks are important for everything. Use them for segmentation, use them for funnels, use them for navigation. There’s all kinds of stuff like that that’s really important in those. So you want a good clean taxonomy so you can understand where on the page something is immediately. And that definitely applies to nav. So if you throw that sort of sheet at somebody who’s in charge and say, tell me, where was this link? And they go, I don’t know, isn’t that your job? That really becomes an issue where it’s a little bit of clarity. It’s like, that is my job. Yes, it is. Now help me out, and let’s work together, and let’s come up with a good taxonomy. When you want that taxonomy, the things you have to do are think about what are the sections of the page? What are the functions of that section of the page? Taxonomy is really straightforward. If you have a little nav underlined whatever, then great. That makes it really easy. You start seeing things like banner, marcom, body, things like that. All of that gives you tremendous clarity. And then also, this is another thing, but it can really tell you where people are active on the page when you start aggregating those and understanding where those links are. So that’s just another side use that’s really helpful. But that’s why taxonomy is important. Yeah, I totally agree. I feel like taxonomies and classifications in general are just the unsung hero of ease of reporting. So very important to have that stuff straight. Next question, what is your take on a more in the top level nav? Okay, here’s my take on more. More is a missed opportunity.

If you know your customer, your product, and your website, more shouldn’t be there. Because what that tells me is that you probably have a lot of things that you’re just kind of throwing in because you haven’t thought deeply about the categories that those apply to. So I said it a bunch of times, keep it clean, as few choices as possible. More is one of those things where you really need to take a look. That’s one of those areas where when you look at it, you have to ask, is this necessary? There’s probably a lot of things in there that just don’t belong in your nav. You find other places for them, stick them in the footer. If they actually really do belong in there, then you need to think about which ones have something in common and give them a category. I think that it’s way better to have more categories across the top than just a more. You can go too far, I’ll be real. But I think it’s better to have more categories across the top to give clarity to yourself and to your visitor as to what those are rather than sticking all in more and hoping that they will find it in there. Because if they’re clicking on more, that means that they’ve already not found it in all the categories, the top-level categories that you have created. And so that already represents an issue. That’s something where if I did have more, the more clicks I see on that, the bigger a problem I would know that was in place for the rest of my categories. So figure out what they actually are, figure out how to group them, add them in. And if they’re not necessary, get rid of them. Absolutely. All right. Next question from Amy. What metrics are used to get an output like the chart example with what navigation options were clicked on? Okay, so the histogram, the histogram with the multiple options. Okay, so this one is a little bit trickier. What you have to do is you have to create a segment with a visit. And so you’re looking at a segment in which a visit has a visitor who has done one nav click, and then you create a second segment, two nav clicks, and so on. Once you have that, you use the metric of just visits. So it’s just a straight up visits metric for each of those. And I would like to say that the histogram feature is going to automatically help you with this one, but it actually won’t because the way it’s done with the segments. But what you can do is you can just then take those segments and use that. Actually, I just thought about it because I just thought because the histogram thing just popped in my head anyhow. But no, what you can actually do is you can create another option that’s easier. And that’s a great thing about Adobe Analytics. There’s always more than one way to do everything. Create a calculated metric, which is just nav clicks. And then go ahead and on a visit basis, create a histogram. And that’s going to take care of it. So all it is is an internal click. And it is your nav click, which hopefully you’re able to, thanks to a good taxonomy, easily identify. So if you’ve got that, boom, you’re done. And those top level nav clicks, it’s going to be real easy with that histogram. Awesome. Great answer. OK, so I’m going to preface this next question with at Adobe. We love our creative types, but we have a question from Benjamin. I prefer I previously worked at a company where the more creative types were looking at the nav as a marketing opportunity for eyeballs and began a project to introduce an ad banner in the nav. Based on your experience, is that a good or a bad idea? Whoo, that’s a bad idea. I’m glad you actually gave me the choice in there. So let’s think about the journey through this, where they would be getting to see that. The first thing they’ve done is they’ve come to your site. And so you already have multiple opportunities right there to get eyeballs on whatever you want to. You’ve got a nice hero image. You probably have some mark images under that. Hopefully you’re not doing carousel anymore because you don’t want to bury things and pretend like you’re not. And then they have not found it based on that. You really want them to get to that thing. And they have not found it, despite you having a hero image, possibly some mark comps, and maybe even a smaller banner up at the top. So then you’re going into nav. Well, maybe they’ll find it. Maybe they won’t. But at this point, you’ve already missed anywhere between one and five opportunities to point them to whatever you’re trying to introduce them to. At this point, when they’re already there, rather than really just narrowing them down on the thing you want them to, you’re making it more difficult to find the thing that they’ve decided to search for. So I think this is not a great idea. If it’s really, really small and unobtrusive, that’s going to reduce its effectiveness. That’s also going to reduce the impact on the customer search experience. But based on my experience, I haven’t found to be terribly effective. I think they’re a distraction. They have a really low click through rate in my experience. And I just wouldn’t go with it. I think that, again, I’m all about simplicity. I’m all about narrowing things down, because paralysis of choice is so real, and it hurts them so bad. It makes you want to close the site so quickly. So I wouldn’t do it. That’s based on my experience with things like that. All right. Here’s maybe a quick one. With A-B testing, do you only test one nav change at a time or multiple? The answer is it depends. I think you can definitely test multiple changes at once. And because of the nature of nav, I think it’s generally better. If you have the audience and you have not too many choices, you can really look into doing a nice multivariate test. That’s the wonderful thing about multivariate tests. You can really look around and start getting some really good answers. Sometimes you really do only need one change. If you were really just finding that I just can’t get people to click on this thing and I want them to, then yeah, doing just that one change is probably worthwhile to do a very simple A-B test. But if you’re nav as a whole, there’s a client I’m working for right now. And there are four different options that are KPIs that we really want to try and figure out the best order for. We’re going to do a straight-up multivariate. There’s no way we’re going to do those tests one at a time. We’re going to do straight-up multivariate on those four options in order to get the best possible order. And the other thing I love about multivariate, I just love this, is that because different you get an overall winner, yes. And maybe that’s who you throw it in for a first-time visitor, but you’re able to segment and find out which particular combination works best for different segments. And once you’ve got that, you’ve gotten into personalization right away. Plus there’s all kinds of insights that come out of that. Like if you find that mobile people, mobile users find this particular order way better than people who are on desktop, or you might even find something about screen size and this particular order is working better for different types, you can begin personalizing right away or any other characteristic that you’re recording. And that’s a real opportunity because that sort of personalization goes a long way. It increases the conversion rates so much, and it’s just such a nice feature and gives you such good insight into your customers. It’s super valuable if you can do it. If you’ve got something like 76 different options in your nav, you probably have a different problem that we can talk about, but a multivariate test is probably going to be very unwieldy unless you’re getting an insanely high number of visitors on a daily basis. But in general, if you can, I’d go for multivariate unless you’ve got some very specific circumstances. All right. Okay, so the next one we have is not a question, but we had a comment saying that they just wanted to say this was an incredible, incredible presentation and can’t wait to apply all of this. So thank you back already, get back. Thank you so much. I think we have time for one more question. This one is for internal search. Do you capture what a customer typed as well as what was returned? Example being, did you mean? Oh, okay, so you do want to differentiate that, but at a different point, so you want to capture exactly what they typed. Yes, for sure. Because those sort of typos and things like that are actually really useful to understand. They give you some insight into what people are searching for, and it also helps you to fine tune your searches for things like that. Did you mean? But it’s a good idea when they click on the results to differentiate between a did you mean clicked on result and one which is not an auto suggest. The auto suggest that’s dropping down, it’s really good to differentiate on that. If they are hitting enter and you’re able to capture that, that’s great. It’s really hard to capture that if they’re not hitting enter because otherwise what you’re doing is you are running up the server calls with every single keystroke, and that gets really messy and can slow things down a whole lot. And also, it gets, again, unwieldy is the answer. So yeah, so if they hit enter, capture that. If they don’t hit enter and they do click on the auto suggest option, capture that. Differentiate between the two because it’s a good idea to understand how people are using it. And anything gives you good insight into that. All right, well, that is the last question we have for Gatai. I think all of us learned something during your presentation. Gatai, thank you for spending some time with us. Thank you for having me.