What is an eCommerce Search?
Definition: An eCommerce site search is a search engine that is either built-in or integrated into your online store, and its job is to find the products the user is looking for by matching the user’s search keywords with the products in your store.
The search bar – as most people call it – is the simplest way to find any information or product in a large-scale website. A basic search is mostly a box where the visitor can type a query and a button that they can use to submit their search. Simple as that!
It is useful for the users to look for any product on your website, so you need to make sure you have one. It is especially a must-have for any eCommerce site.
Most of the business owners think that the search bar is just a tool that will show the results to the queries of the users and do not pay much attention when implementing it. However, an eCommerce Search encompasses more than just the search box.
Why customers use the search bar
Some users somehow ended up on your website and have a rough idea of what they need (e.g. trousers). They will write a short description of what they look for and expect the search bar to give proper and relevant results. If they are happy with the results, they will keep navigating in your website until they find the product they like.
Other users know exactly what they want (product name, color, size, etc.) and they look with specific keywords to see if you have this product and then look at the details, like price.
In both cases, these users that use the search bar already have a product in mind and do not browse in your website just to see the products you offer. These users, who use the search bar, are most likely to purchase because they have done some research before. They mostly know what they want and most probably they are ready to make a purchase.
They are often in late-stage buying mode as information gathering is completed. Users need to view product content to satisfy other buying motivators such as price, availability and delivery charges. If the content satisfies them, they will buy the product directly most of the times.
Why do you need an eCommerce Search?
You should think about the eCommerce Search as the first touchpoint of the visitor with your business!
It is mostly on the header of your website and will be there anytime the visitor will feel the need to look for something, even directly when visiting your website, because people need to save time. A good search bar should be perceived as a sales assistant – visitors are asking for something and you should give the proper answers.
However, people do not always know what or how to search. In order to create an effective search bar, you need to consider that too. Not all users are experts in using such tools.
Users expect that they can look for any term on the search bar and get results. You need to make sure these results are meaningful and relevant, so that you can keep them engaged.
What are the benefits for the owner – Why is eCommerce Search important
I suppose there have been many times that you went to a store looking for a product and after some time you were not able to find it by yourself. In the end you asked the salesperson and they guided you to the correct place. eCommerce Search works like this salesperson that is ready to guide you to that one product that you are looking for.
By implementing an eCommerce Search on your website, you can:
- Achieve higher conversion rate
Based on research, visitors that use the search bar are almost 3x more likely to convert that regular visitors. Provide a clear path to the products your customers want and make it more convenient for them to buy from you. If you optimize your search bar properly, it can become a powerful tool for conversions.
- Increase your revenue
Shoppers that use the search bar spend 2.6x more than the regular users (Salesforce). By providing an easy way for your users to find what they are looking for, you save their valuable time, and they are more likely to buy. Except that, satisfied customers will be returning customers and that will certainly positively affect your revenue.
- Provide a better customer experience
Up to 30% of visitors to a website will use the search box during the shopping journey, and 43% will immediately use it. This means that the search experience is a big part of the greater shopping experience. You need to take this into account and make sure you provide a flawless search experience to your visitors.
- Apply analytics data to make better business decisions
The analytics you can get for the eCommerce search can give you valuable information about your users’ interests, what they want and how they look for these products. But they can also give you insights about the searches that return no relevant results or even no results at all.
Consider you notice that your users are looking for ballet shoes on your website, but you do not sell this product. Maybe you could consider adding it on your product portfolio.
Sometimes, it is not only about changing your product mix but mostly understanding how your customers look for a product and react to the results. Based on these data, you can change some rules in the search (for example, add synonyms) so that you can provide them with better results.
Statistics about eCommerce
If you are still thinking whether you should invest on an eCommerce Search, the below statistics can give you an extra small push. Some statistics were mentioned already but in case you are still not sure about investing in an eCommerce Search, here are some more:
- 72% of websites fail users’ search box expectations
- 12% of unsuccessful searches end with the user going to a competitor’s website
- 13.8% of a website’s overall revenue comes from visitors using search boxes.
- Customers are 6x more likely to convert if they use the search bar autocomplete functionality.
- 43% of the visitors go directly to the search box
- 80% of e-shop owners find the search feature to be very important for a successful website.
Reccodo’s ecommerce search
eCommerce search is often considered just as the small bar where users can type in their searches and get results, but it’s so much more than that.
It encompasses autocomplete, related searches, synonym management, historic data and even analytics. Together, these things transform your online store and can provide you with detailed insights into your customer behavior that can be used in departments throughout the company.
In Reccodo we have developed an eCommerce search that shows to your website visitors personalized results that will convert them to buyers.
Every time a user types something on the search bar, we autocomplete to make it faster for them but also check the synonyms of what they are looking. Moreover, we can neglect any mistakes when typing and show them the correct results (fuzzy match).
Most importantly, the results that come out are relevant to each user, as they are based on their history and views on the website. And what if there is no match for their search? In that case, we can show them the most popular, items in offer, recommendations for them based on previous searches.
In any of the above cases, the goal is to engage with the user as much as possible already from the search bar, and by doing so, we can convert this user to a potential customer.
eCommerce Search is a very important and powerful feature is any eCommerce store. It helps you guide your purchase intended customers into a quicker decision and keeps them engaged with your store. Above all, through analytics, it also helps you understand them so that you can provide them better results in the future and optimize your services and product mix.
But, in order to have a successful eCommerce search you need to continuously upgrade and optimize it to provide the best user experience and drive conversions.
Well… it needs some extra work there but don’t worry! You will see the results soon!
Business Development Manager at Reccodo