When customers shop at a high street store, they can turn to a sales assistant to answer any questions they have about where to find a product. Such retailers know they lose sales if customers can’t find what they need and that they are likely to turn to the store’s competitors to make their purchase and they may never return to the store that didn’t have what they were looking for. That’s why high street retailers spend so much time logically organising their merchandise and training their sales staff to help the customers.
When customers have questions when visiting your online e-commerce store, your site search engine functions as your salesperson. You need to “train” your search engine to know not only what you sell but also how customers might describe them. If your search engine can’t accomplish these tasks, you customers will become frustrated and go elsewhere, and you will lose sales.
According to market research firm Econsultancy, visitors to an e-commerce site who use the search function are almost twice as likely to complete their purchases as those who don’t. Unfortunately, the firm also found that only 50% of searches conducted on e-commerce sites return the results that customers were looking for. That’s many potential sales you are missing.
Improving the following issues can help you recover those lost sales.
Pay attention to the long tail when tweaking your search engine
The most popular searches on your site will be for your best-selling items, so it’s tempting to overlook the category of searches known as the long tail. That strategy is probably costing you sales. Many of the searches in the long tail contain detailed search strings, meaning that the searchers had specific products in mind and were already close to making a buying decision. Often, these long search strings contain typos and scrambled model numbers. If you don’t pay attention to these types of searches and don’t instruct your search engine how to deal with them, you’re losing sales.
Make your search engine results attractive and accurate
Your internal search engine results are like the display window in an on-street store, so treat them accordingly. Your images should be high quality and relevant to the search term. If a customer is searching for a red wool sweater, be sure the sweater pictured is red. It may sound obvious, but many sites would use the same sweater image in search results regardless of the colour a searcher specifies, leading a customer to question whether you are running a reliable site.
If your search engine is pulling information from several locations, be sure the price information is consistent. If you display more than one price for an identical item, you will quickly lose your credibility, not to mention potential sales.
Make your search engine compatible with voice-recognition apps
More consumers are using voice-recognition apps on mobile devices when interacting with e-commerce sites, so make sure your search engine is compatible with them. Consumers using these apps tend to use more natural language than when typing search terms, and the search string will often contain filler words, such as for, so and the ubiquitous uh. For example, a desktop search might say “cat bed,” while a voice search might say “bed for my cat.” You need to configure your search engine to search for relevant terms (cat, bed) and ignore the irrelevant ones (my, for) so searchers are not overwhelmed with meaningless results.
Used efficiently, site search engines will increase your sales.
More from StatusCake
7 min read Today, social media uses a wide range of different social networking platforms to help its users with the creation and sharing of ideas, information, personal interests and hobbies by establishing virtual networks. Affiliates can benefit from these groups that use web-based applications to communicate, interact and connect.
4 min read One of the biggest eCommerce questions – how do you improve user experience? Here are all the top tips for a better UX design to help you drive revenue.
2 min read We all know page speed is crucial but not just for you brand – it affects SEO so hugely that it can make your pages drop in ranking.
5 min read Learn what bounce rate is and how it is measured, what a good bounce rate looks like, and the actionable steps you can take to improve the bounce rate on your website.
3 min read Website downtime no longer needs to be this big mystery that keeps you up at night. Here are the top causes for website downtime AND how to fix them.
2 min read Large ads have been a major issue with online publishers who have been struggling with how to curtail what many call “fat ads.” The oversized ads have a major impact on the ability of website visitors to see them as they can’t view them if they don’t load properly.