{"id":89278,"date":"2021-06-07T08:01:00","date_gmt":"2021-06-07T15:01:00","guid":{"rendered":"http:\/\/thegood.com\/?post_type=insights&p=89278"},"modified":"2024-05-29T07:54:22","modified_gmt":"2024-05-29T14:54:22","slug":"ecommerce-site-search","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/ecommerce-site-search\/","title":{"rendered":"12 Ecommerce Site Search Best Practices (With Examples)"},"content":{"rendered":"\n

It is rare to find a website manager who fully appreciates the importance of ecommerce site search to sales.<\/p>\n\n\n\n

If you\u2019ve been treating onsite search as a necessary function rather than as one of the most powerful revenue-generating tools in your arsenal, I have three words for you:<\/p>\n\n\n\n

Please stop that.<\/p>\n\n\n\n

Your customers and prospective customers turn to search because they need something that the current page isn\u2019t showing them, or they know exactly what they want. The better your ecommerce search engine is at returning the desired results, the more likely your visitors are to make a purchase.<\/p>\n\n\n\n

But that\u2019s not all: providing accurate search results is only the starting point.<\/p>\n\n\n\n

In this article, I cover 12 ecommerce site search design tweaks that can turn searchers into buyers.<\/p>\n\n\n\n

First, I\u2019ll explain why I\u2019m a believer in the ROI potential of site search optimization. Then, I\u2019ll open up the treasure chest and show you 12 jewels.<\/p>\n\n\n\n

This brief read can reverberate all the way to the bottom line.<\/p>\n\n\n\n

\"screenshot<\/figure>\n\n\n\n

It may be impossible to find a search term Amazon doesn\u2019t acknowledge. My search for \u201cyellow alligator fishing poles\u201d drew 57 results. Go figure.<\/p>\n\n\n\n

What Is Ecommerce Site Search and How Does it Work?<\/strong><\/h2>\n\n\n\n

Ecommerce site search engines give website visitors the ability to query your database and pull up answers to questions they have about your company and your products or services. <\/p>\n\n\n\n

The better configured the site search engine, the easier it is for people to find the information they\u2019re seeking in a self-serve fashion \u2014 without needing assistance from customer service and without having to leave your website.<\/p>\n\n\n\n

The best ecommerce search engine is the one that does the work of an exceptional salesperson: It\u2019s able to answer any questions your shoppers may have, provide suggestions, and help move shoppers further down the path to a satisfying purchase.<\/p>\n\n\n\n

Unlike the sales pro, though, your ecommerce search engine works 24\/7 and never asks for a raise. It does, however, require your attention\u2014especially when it comes to testing and tweaking to make sure it fits the specific needs of your customers.<\/p>\n\n\n\n

Baymard Institute ran a study<\/a> based on ecommerce site search usability and found that shoppers tended to fall into one of four search categories:<\/p>\n\n\n\n

    \n
  1. Exact search: <\/strong>where the user knows exactly what they\u2019re looking for right down to the exact name of the product (e.g. \u201ciPhone 7\u201d)<\/li>\n\n\n\n
  2. Product type search:<\/strong> where a user searches for a general product rather than a specific brand or model (e.g. \u201claptop\u201d)<\/li>\n\n\n\n
  3. Problem-based search: <\/strong>where a user searches for a solution to a problem without knowing exactly what kind of product they need (e.g. \u201cacne remedy\u201d)\u00a0<\/li>\n\n\n\n
  4. Non-product search: <\/strong>where the user is looking for information rather than a product (e.g. \u201copening times\u201d or \u201cshipping options\u201d)<\/li>\n<\/ol>\n\n\n\n

    Successful site search features make it easy for shoppers to carry out any one of these types of searches, whether they know exactly what they want to buy or whether they\u2019re looking for supporting information before they take the plunge.  <\/p>\n\n\n\n

    Why Does Site Search Matter for Ecommerce?<\/strong><\/h2>\n\n\n\n

    Visitors who take advantage of your ecommerce search engine are like customers who approach a sales clerk at Nordstrom\u2019s and ask where to find a red dress.<\/p>\n\n\n\n

    They\u2019re begging to be helped.<\/p>\n\n\n\n

    The response of the salesperson to the visitor\u2019s question is intricately tied to the outcome of the visit. <\/p>\n\n\n\n

    Will the shopper look around a bit and leave empty-handed? Will the shopper find and purchase the dress? Will the shopper buy the red dress, a blue dress, a green dress, and several bags of accessories to match? And what will that person share about their buying experience with others?<\/em><\/p>\n\n\n\n

    Every question the prospect asks is the savvy salesperson\u2019s opportunity to shine. The same goes for your ecommerce site search tool. The response it gives to shoppers can make or break the sale. According to an Econsultancy report<\/a>, visitors who take advantage of an ecommerce site search tool convert at almost double the rate of those who don\u2019t.<\/em><\/p>\n\n\n\n

    Imagine what can happen when you not only offer a site search option but use the tips below to turn your ecommerce search engine into a sales tool extraordinaire.<\/p>\n\n\n\n

    \"screenshot<\/figure>\n\n\n\n

    Looking for a red dress? Macy\u2019s shows 733 possibilities. Note the image results, star ratings, and abundant filter options.<\/p>\n\n\n\n

    But what about niche retailers? Is site search still important for them? <\/p>\n\n\n\n

    In one study of niche retailers<\/a>, search wasn\u2019t used as often as on larger, more general sites, but the results still spoke for themselves: visitors that used the search function converted at 4.63% compared to the websites\u2019 average of 2.77%. <\/p>\n\n\n\n

    \"Finisterre<\/figure>\n\n\n\n

    Niche clothing supplier Finisterre has a powerful search feature complete with autosuggestions and visuals. <\/p>\n\n\n\n

    The Benefits of Using Site Search in Your Online Store<\/strong><\/h2>\n\n\n\n

    As well as catering to buy-ready customers, the site search feature comes with plenty of other benefits too: <\/p>\n\n\n\n

      \n
    • Reduces friction in the search experience and helps customers find what they want right away\u00a0<\/li>\n\n\n\n
    • Provides relevant results to users which increases brand trust\u00a0<\/li>\n\n\n\n
    • Personalizes the shopping experience (which, if you weren\u2019t already aware, customers absolutely crave<\/a>)<\/li>\n\n\n\n
    • Uncovers customer intent and reveals data about customers interests<\/li>\n\n\n\n
    • Attracts customers who are ready to make a purchase\u00a0<\/li>\n<\/ul>\n\n\n\n

      According to Forrester Research<\/a>, 43% of website visitors go straight to the internal search bar when they open a website. Give shoppers what they want: an easy way to navigate your site and products. <\/p>\n\n\n\n

      Ecommerce Site Search Best Practices (and Examples of Site Search Done Right) <\/strong><\/h2>\n\n\n\n

      The goal is to make your products or services easy to find, a breeze to select, and simple to buy. That\u2019s the cake. The icing is when you walk alongside them to suggest items they need, but might have forgotten. The clerk\u2019s thoughtful prompt of, \u201cCan I get you some batteries for that flashlight?\u201d has kept many a camper from stumbling in the dark.<\/p>\n\n\n\n

      How many times have you become frustrated with the usability<\/a> of an ecommerce search engine that requires exact (even case-sensitive) spellings before it returns anything other than \u201cItem not found\u201d? Or maybe you\u2019ve tried to perform a category search, but the site search only dealt with product names \u2014 how useful is that?<\/p>\n\n\n\n

      Here\u2019s my must-have list of 12 design features and retrieval capabilities that will make your ecommerce site search tool shine:<\/p>\n\n\n\n

      1. Make site search highly visible<\/strong><\/p>\n\n\n\n

      If your visitors don\u2019t notice or can\u2019t find your site search function, they won\u2019t be able to use it. There are plenty of other ways to conserve space without sacrificing site search visibility. Site search should be above the fold, and it should stand out like a fire extinguisher at the race track.<\/p>\n\n\n\n

      \"Kohl's<\/figure>\n\n\n\n

      Kohl\u2019s search bar is displayed right next to the brand\u2019s logo, making it very hard to miss. <\/p>\n\n\n\n

      2. Go strong on autocomplete and error correction<\/strong><\/p>\n\n\n\n

      Don\u2019t expect shoppers to know product names, how to spell product names, or even which product they\u2019re looking for in the first place. Your site search function should be smart enough to anticipate where the search is headed and begin listing suggestions while the shopper is still typing. Artificial intelligence (AI) found the perfect match when it met onsite search.<\/p>\n\n\n\n

      \"urban<\/figure>\n\n\n\n

      Urban Outfitters\u2019 search tool offers relevant suggestions and image results related to the search term, even when the search term hasn\u2019t been typed out in full. <\/p>\n\n\n\n

      3. Never allow site search to hit a dead end<\/strong><\/p>\n\n\n\n

      Suppose the prospect searches for \u201cgreen spaceship maps,\u201d but you don\u2019t carry that particular item? Run that search on Amazon and you\u2019ll get 298 results:<\/p>\n\n\n\n

        \n
      • You could buy a book on how climate change impacts \u201cSpaceship Earth.\u201d<\/li>\n\n\n\n
      • You could get a \u201cVacation Guide to the Solar System.\u201d<\/li>\n\n\n\n
      • You may even want a round, green spaceship tablecloth for a birthday party.<\/li>\n<\/ul>\n\n\n\n

        The only thing you won\u2019t get from the Amazon search engine is \u201cNothing found.\u201d<\/p>\n\n\n\n

        Try the same search on L.L. Bean, though, and you\u2019ll not only get an incorrect rendering of your search term, but you\u2019ll be advised to \u201ccheck your search for typos or misspellings.\u201d Don\u2019t you think L.L. Bean could at least have shown me a hand compass?<\/p>\n\n\n\n

        To be fair, the site does return a chat link to customer service (if they\u2019re available when you need them). For part of the day, at least, the company doesn\u2019t leave the searcher completely stranded.<\/p>\n\n\n\n

        \"l.l.bean<\/figure>\n\n\n\n

        L.L. Bean can\u2019t find anything related to my search. Guess I\u2019ll go to Amazon, where there are more than 200 results.<\/p>\n\n\n\n

        4. Optimize for the terms your customers use, not for industry jargon<\/strong> <\/p>\n\n\n\n

        If you\u2019re a B2B seller and your customers use jargon, go ahead and pump your pages and search terms full of esoteric terms. Otherwise, you want your search engine to serve your customers, not your competitors.<\/p>\n\n\n\n

        The primary rule to observe is this:<\/p>\n\n\n\n

        Speak the language your customers speak. If outdoor gear is your specialty, those \u201chook and loop\u201d fasteners are commonly known as \u201cVelcro closures.\u201d<\/p>\n\n\n\n

        \"abercrombie<\/figure>\n\n\n\n

        If your customers use the word vest, you should be using it too. Here\u2019s Abercrombie doing it right. <\/p>\n\n\n\n

        5. Consult your analytics data for ecommerce site search insight<\/strong> <\/p>\n\n\n\n

        Monitor analytics data related to onsite search. You\u2019ll get a clear picture of the terms your visitors are entering in the search box, the results they\u2019re being shown, how identified segments of your audience use search differently, and more. Google has a helpful article<\/a> about utilizing analytics data to optimize your site search functionality; check it out if you\u2019re still on the fence about utilizing site search.<\/p>\n\n\n\n