Increase conversion rate of your e–shop by improving your site search
Case study of a most–relevant online grocery store in Czech and Slovak republic
What makes e-shop site search so important?
People who used
site-search on an e-commerce
site are 70% more likely to purchase.
Because they know
what they want!
22%
used search
Conversion rate for the e–shop
of visitors who did not use search (search box)
Conversion rate of visitors who used search was 8× bigger
Our hint
Emphasize your search.
More searches means more sales.
of searches did not find anything.
12%
That means that
=
3500
600
approx. 3 500 failed searches and in average 600 of potential sales in vain
How could that happen that the e–shop lost so many sales?
Autocomplete for
“Rio” (orange juice)
did not return any result
It was one of the most searched products and it was out of stock.
Our hint
Know what trends are.
Pre-order in advance.
If your products cannot be found even though you have them in stock, adjust your search algorithm then.
ended up without a click on any result
milk
was the most searched product
Top positions were taken by sun milks,
acidophilus milks, milks for coffee etc.
with almost no purchases.
The most shopped ordinary milk, was on 52nd position.
and the milk was not the only case…
beer
Among top hits were expensive and rather unknown beers,
which nobody wanted to buy.
People were buying mostly
bottled beers and bottled beer multi-packs,
which were shown on subsequent search results pages, so only a fraction of visitors got to see them.
People were also looking for particular beer brands such as Bernard, Svijany, Plzeň. The search engine was, again, not able to yield any result.
We observed similar problem also among other products.
Our hint
The ordering of results matter, take care of it.
Incorrect ordering of displayed products can lead your visitors to thinking that you do not offer a product they are looking for.
They will buy it elsewhere.
21% of searches
ended up showing some results to a visitor, who even clicked on it, but did not buy anything.
The reason was mostly:
price
description
alternatives
Other functionalities of Luigi’s Box
Trends
Lost opportunities
Cross selling
Trends
Overview of most wanted products.
Suitable for product managers, e.g., to get hints about product portfolio expansion or tracking of stocks.
Lost opportunities
These statistics shows hot spots, where it makes most sense to focus and start solving problems.
It is a quantification of money lost due to incorrect search.
Cross selling
A visitor looking for product X, is also looking for product Y.
Guides you in definition of cross sell packages, such as milk + butter or pampers + nutrilon.
So, how about your search?
Where is your top product, your „milk“?
Bad search experience is a lost opportunity.
With Luigi’s Box you can easily find out how are you doing.
or visit our demo.luigisbox.com