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Why you should be investing in a proper Site Search tool

More often than not, ecommerce owners will tend to focus on acquiring new traffic to their website, while rarely investing the same amount and time and money scrutinizing on-site consumer behavior and conversion rate optimization.

One particular functionality is often overlooked – Site search.

There are many reasons why a company should consider investing properly in an effective, smart, site search. Here are a few to help you make the decision.



Shopping with Intent

You know what makes shoppers who search on site so valuable? They are taking an action on your website that shows they are shopping with intent to purchase. As compared to those that use navigation items, site searchers are typically much closer to making a purchasing decision on a product, and are usually using the site search to quickly get to the product page and purchase.

That search box can make or break that purchase.

It comes with the expectation of delivering relevant results of the actual product and/or other similar buying options.



Proper site search leads to a higher conversion rate

In fact, according to research from WebLinc, 30% of your onsite traffic will use the search box, onsite searches are 216% more likely to convert than regular users, and the average order value increases by 21%.

For this reason, it is absolutely crucial for you to start paying attention to your site search, to make it as simple as possible for users to search right away, and for those search results to be relevant while the search is conducted and after the search is conducted.

post Here are ways you can accomplish that:



Make search results to the point, relevant, and related

You might have thousands of skus listed on your website, but your customer is not interested in all of them. There is nothing more frustrating than not only getting the wrong results, but being literally attacked with thousands of irrelevant results. When a user makes a search on your site, you need to be able to present them with what they are looking for and similar items.

Give them the tools to browse through the search results easily with a smart filtering system.

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If your item is out of stock, give them related products or recommendations.



Sell with Auto suggestions

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Let your search function do the selling for you! Often, consumers will come to your website with a vague idea of what they are looking for. The moment they start typing in the search bar, start suggesting products. That will light a bulb in the customers mind and peak curiosity.

If the search suggests it, it must be a popular product! Just take a look back at your own experience shopping on Amazon or doing a search on Google. You start typing in something and within the first 2 characters; you receive a handful of popular suggestions. You decide to take a look at that product too, read the reviews, and decide to purchase it. Did you come in with intent to purchase that product specifically? For sure not! But you did come to the site with intent to purchase. Auto complete has done nothing but nudge you in a direction and has helped you make a decision.

About 25% of site visitors will click on a search suggestion!



Give users personalized recommendations

You can use services like Nextopia to learn consumer behavior and what they are looking at to give dynamic and personalized recommendations increasing conversion rates, decreasing time spent linking related products, and giving your website a streamlined strategy. For retailers that have to cater to unique shopping experiences, demand for personalisation, product discovery/recommendations, an ecommerce focused search tool is likely better option.

If the search suggests it, it must be a popular product! Just take a look back at your own experience shopping on Amazon or doing a search on Google. You start typing in something and within the first 2 characters; you receive a handful of popular suggestions. You decide to take a look at that product too, read the reviews, and decide to purchase it. Did you come in with intent to purchase that product specifically? For sure not! But you did come to the site with intent to purchase. Auto complete has done nothing but nudge you in a direction and has helped you make a decision.



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Review top search terms and use them in marketing

Understand that in the majority of cases, the way shoppers search on your site is the way they will search on Google or Amazon. Use that to leverage your marketing programs and PPC campaigns for increased optimization.



Site Search Platforms

So what are the best ways to implement a proper site search to increase conversions? Though there are free tools available, you should take this investment seriously. One of the paid solutions is Nextopia. Nextopia is an incredibly easy platform to get started with, and can integrate seamlessly with any major ecommerce platform like Magento, Shopify, Wordpress, and Zendesk.



Conclusion

Site search and proper Site Navigation and Filtering are important investments in your ecommerce success. Give your customers the tools necessary to purchase easily. A great product, or a great selection of products, is only half the battle. There are many more strategic moves you could be making on your site to increase conversions. If you would like to speak with us about how we can help you succeed online, shoot us a message - we would love to talk.

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