On-site search is more important then you thought. Only 30% of your visitors use on-site search but they make 60% of your conversions. Don’t ignore them, listen to them! Here are 5 important things you didn’t know about site search.
According to our research on more than 500 online stores across all Europe, more than one-fifth of all e-commerce website visitors use site search to find the products they want to buy. That means they already know what they are looking for and expect to find it in a shortest way.This ratio is getting higher with more products listed in the eshop – until it becomes the most useful navigation element. Of course, we don’t have to talk about e-shops only. Search in knowledge bases, news, blogs or any other information portal is crucial for finding the right content.
This is probably what you are doing right now. Continuously spending piles of money on visitor acquisition through different channels. SEO, SEM, direct mailing, remarketing, inbound & content marketing… There is a new buzzword for acquisition techniques every day, but somehow, they don’t show up in site conversions. And why spend money on visitors, when they can’t find the right products on your web?
There is already a ton of analytical tools for user experience. Following the results from heatmaps, A/B testing on conversion goals, multi-channel funnels and others already show problems with your site User Experience. But do your customers really do when they struggle to find right interaction element? You guessed right – they look for it using site search. Don’t be confused when you see trending searches like “shopping cart” in your search analytics. It can point to a hardly visible shopping cart icon on your web.
Amazon is a great example of clear user confusion. Just try to enter “Facebook” into their search and you will discover UI element to guide customers to Facebook. Yes, even this can be result of analysing your site search.
Well, it’s kind of logical. Whoever is going to a retail store and is looking for beer alley, is more likely to buy a beer. The same principle works in online as well – if you are looking for specific new smartphone, you are probably more intended to buy it rather than a random shopper, who found it by clicking on the banner. Based on the eConsultancy research, people using site search make 70% more conversions. 70%! Try to imagine how much more visitors would you need, if you wanted to raise sales by this much.
Okay, lots of online retailers are handling their product portfolio in a “customers want it” way. This is sadly based on actual sales, but not truly on customers needs. Customers will only ever buy items that you stock, but what if they need something else?. On-site search can tell you what your customers are looking for, and therefore what they really need. Following the trending searches can help you list the right products and offer what customers really look for.