You can easily get an idea of what the customers are searching for and what search phrases they use. You can avoid fundamental mistakes.

 

If the relevant product appears on a position which is too low, you can add the phrase to more important product attributes, such as keywords, or rename the product itself.

 

However, when renaming a product, pay attention to how your system handles URLs. So that links from sitemaps, articles and links located anywhere on the Internet do not lead to a non-existent URL. Some systems also change the product URL when the name is changed, but not all retain and redirect the original.

 

For example, if you see iPhone 12 when you enter the phrase “mobile phone case,” something is wrong. Make sure that this attribute is not assigned to it by mistake or that you do not pay too much attention to the packaging in the product description.

 

By tracking and evaluating these parameters regularly, you can make searching easier for the customers, increasing the chances of them ending their visit with a purchase.

You can find out if a product with a high clickthrough rate is in the right position among the results. If it is too low, correct its position with the Product Boosting feature. You can also choose the opposite approach and boost the products that sell less.

 

In these cases, it is important to keep in mind that a high clickthrough rate may not equal a high purchase rate, and, therefore, search performance may be achieved, but the customer will not eventually reach the purchase goal. In this case, it would be better to strengthen the products that meet both of these attributes.

 

To support less-searched products in your search, you need to keep track of your statistics on an ongoing basis so you can stop prioritizing a product when there is no increase in clicks on it among the search results. This way, you can easily prevent inefficient products from “taking up” places in the results.

 

Perhaps it is not possible to get more clicks for a particular product, because the audience that might be interested in them is limited in terms of quantity.

If a product is frequently searched for but does not perform well in sales, it may be lacking some information, pictures, or have bad structure, metadata, blank data, bad wording, bad descriptions, etc.

 

These errors can be easily corrected, although reindexing it to get back to the desired position can take a long time.

 

However, despite the accuracy of the information provided, the problem may be that customers expect different features, dimensions, or price of the product. So it’s not a description error, but different customers’ expectations.

 

Since the algorithms usually support what users are looking for, you may need to monitor your customers’ needs and expectations more closely.

By regularly monitoring trends, you can also determine which products to include in PPC campaigns. You have several options:

Which option is the right one? It depends on several factors. There are 2 options to consider: 

You can see what customers are buying together with specific products and use this information it to cross-sell. 

 

If a few customers purchase non-typical product combinations, proposed products may seem unrelated to other customers. Especially if the products are not bought often or are new.

 

The great thing is that cross-sell data can be used not only on the web. They can also be transmitted via API to other systems and channels, such as PPC. You can even use them in automated email marketing.

 

That way you can target not only specific users, but also groups with similar possible interests and thought processes, increasing the conversion rate from these channels.