Have you given thought to your site search lately?
Too often, ecommerce businesses treat their site search engine as a necessary function of their website, rather than a virtual sales associate. Just like your best salesperson on the shop floor, a top-notch search function can guide customers directly to what they want,
To create this personalized experience, you must begin with ecommerce search optimization. Optimizing your search functions ensures that shoppers receive highly relevant product recommendations, leading to increased sales and improved customer satisfaction. Let’s dive into the essential best practices to elevate your ecommerce site search in 2024.
What Is Ecommerce Search Optimization?
Ecommerce search optimization is the art of helping shoppers find what they want, fast. It involves fine-tuning a store’s search function to deliver highly relevant results. This could include autocomplete suggestions (to save time and encourage product discovery) or synonyms (which point shoppers toward the right items regardless of how they search).
A well-optimized search engine isn’t just a feature — it’s a serious sales tool. Customers are more likely to buy when they can easily find what they’re looking for. In fact, 80% of shoppers will leave an ecommerce store that does not offer a good site search experience. Optimized site search creates a seamless experience that customers keep coming back to, adding more to their carts as their brand loyalty increases.
Benefits of Focusing on Optimizing Your Ecommerce Search
Optimized ecommerce site search is about more than boosting sales. While increased revenue is a major benefit, it’s far from the only advantage.
Better User Experience
While some shoppers prefer to browse your ecommerce website before making a final purchase, 69% of them arrive with a clear idea of what they’re looking for, heading straight for your search bar. A wedding guest might come in search of the perfect outfit for a friend’s nuptials, while a frequent flier may be on the hunt for a three-piece luggage set.
Enhanced search functionality cuts down on shopping time, reducing the chance that visitors like these will browse for several minutes before abandoning the site, taking your sale with them. Features like predictive search expedite the shopping journey, guiding customers toward relevant items, whether it’s an elegant dress or durable luggage. Additionally, synonym and misspelling handling ensure that customers get accurate search results, even if they misspell “suitcase” or search for “formal wear” instead of “cocktail dress.” This expands their options and makes the shopping process more enjoyable.
Increased Sales and Conversions
A well-optimized site search can dramatically increase conversion rates because customers who find what they’re looking for quickly are more likely to buy. Effective search can also reduce bounce rate and increase average order value since recommending specific products encourages customers to keep shopping.
Sur La Table is a prime example of on-site search optimization in action. By upgrading its site search and promoting AI-powered product recommendations with Bloomreach Discovery, the kitchenware retailer saw an 11.5% increase in average order value and a 6.6% increase in search add-to-cart rates. Sur La Table’s experience underscores the importance of investing in a robust site search solution to drive sales and enhance the overall customer experience.
Improved Customer Satisfaction
Every person who visits your online store is a potential customer. What separates those who buy from those who don’t is the satisfaction they experience when using your website, including your site search tool.
When your site search is easy to use and offers relevant recommendations, your brand demonstrates that it understands its customers’ needs. Personalized suggestions can help shoppers easily discover new products they’ll love, making it more likely they’ll buy something. 70% of consumers are more likely to complete a purchase when presented with personalized recommendations. Provide this type of experience, and you’ll turn your shoppers into loyal brand advocates in no time.
The Most Important Ecommerce Site Search Best Practices To Implement
A rushed ecommerce search implementation can do more harm than good, discouraging customers and losing sales. Follow these ecommerce search best practices and you’ll ensure a smooth, effective rollout of your site search solution.
AI and Machine Learning
AI and machine learning are exceptionally powerful at optimizing ecommerce site search. AI algorithms can analyze large amounts of data, including product search history and purchase behavior, to understand which segments customers belong to and serve more relevant results.
For example, once you set the segmentations you’d like (e.g., “deal hunter,” “premium,” and “trendsetter”), you can use these tools to automatically determine which segment a customer belongs to. Then, when the customer searches for something like “jacket,” they’ll be served relevant results that appeal to their tastes.
AI is also great at using natural language processing (NLP) to understand user intent. For example, it can help with detecting synonyms and typos, so customers can find what they’re looking for even if they don’t use exact search terms. If you’ve ever accidentally searched for a “blakc shirt” and received zero results, you probably wished the retailer had something like this in place. This level of sophistication solves a major site search pain point and significantly improves customer satisfaction.
Autocomplete and Suggestions
Autocomplete and search suggestions are ideal tools for enhancing the search experience. Autocomplete predicts and finishes a user’s search query as they type, saving time and reducing errors. For instance, if someone starts typing “rain boots,” autocomplete can finish the query with keywords like “tall,” “short,” or “pull-on.” These extra keywords get your customer one step closer to buying the right product.
Search suggestions offer alternative or related search terms, expanding the user’s options and potentially introducing them to new products. Your site search feature could suggest rain boots and jackets when the keyword “rain” is entered, not just one or the other. This is an excellent way to boost your average order value and customer lifetime value with minimal effort.
When adding autocomplete and search suggestions, keep these things in mind:
- Autocomplete: Suggest useful options as customers type based on popular searches and product details
- Search suggestions: Offer similar items, related products, and popular choices to help customers find what they want
- Speed: Make sure both features load quickly so customers don’t get frustrated
Mobile Search
Many shoppers use mobile devices to make purchases. Nearly 80% of Americans have used their smartphone to buy something online, and this number is even higher for Americans under 50. However, many ecommerce mobile sites are not well-equipped to handle the volume of mobile searches they receive daily. It’s common to see mobile websites with tiny search icons, buried search bars, and slow load times. All of these things drive away mobile users and leave significant revenue on the table.
To avoid these issues, you must deliver fast, accurate, and easy-to-use search results. Prioritize mobile-friendly design by:
- Ensuring your search box is easy to find on your site and can be used with one hand
- Using responsive design to adapt the search interface to different screen sizes
- Optimizing load times to prevent delays
- Adding a voice-to-text functionality, which 44% of users say offers a faster way to shop
User Behavior Data
Analyzing customer behavior is essential for optimizing your site search functionality. By examining search queries, click-through rates, and purchase patterns, you can uncover valuable insights about what your customers want. For example, many searches for out-of-stock items suggest that you should expand your product range. Understanding which products customers frequently buy together can sharpen your product recommendations.
Plus-size fashion retailer Torrid witnessed this firsthand by using customer behavior data to enhance its search function. Torrid used Bloomreach Discovery to gain a deeper understanding of how its customers search its site. Armed with this information, Torrid significantly improved search result accuracy and consistency. Discovery also assisted Torrid in anticipating customer needs, leading to increased shopping cart conversions. Torrid’s success story demonstrates the power of using customer data to create a personalized and high-quality search experience.
Search Result Filtering
If you’ve ever searched for an item online and been overwhelmed by hundreds of results, you know the importance of search result filtering (aka faceted search). 60% of online customers agree that retailers should offer advanced search result filtering. Effective filters and facets empower customers to quickly narrow down their options and find exactly what they need.
These filters will vary based on what you’re selling. An apparel retailer might offer filters for size, color, and material, while a technology brand can provide filters for screen size, storage capacity, and operating system. Your brand can also offer a filter to see the lowest-priced or highest-rated items first.
It’s easy to get carried away with search filters, but keep these tips in mind:
- Fight the urge to offer endless filters — use only the most important ones to avoid overwhelming customers
- Allow users to combine multiple filters for even more precise results
- Be sure to display the number of products available for each filter option to help customers make informed choices
How Bloomreach Makes Improving Ecommerce Search Easier Than Ever
Online shoppers expect to find what they’re looking for quickly and easily. But many stores make it harder than it should be. Search results that don’t match what customers are looking for, slow-loading pages, and websites that can’t keep up with changing trends annoy shoppers, encouraging abandoned carts and sales loss.
Bloomreach Discovery provides an all-in-one solution to these challenges. Our AI-powered search and merchandising platform delivers personalized product recommendations, optimizes site search, and offers deep customer insights. Our SEO capabilities point customers toward products that are similar to those they already love. Plus, our testing and audience segmentation tools allow you to create and fine-tune personalized shopping experiences for various customer groups.
With Bloomreach Discovery, businesses can transform their search bar into a powerful ecommerce site search solution that delights customers and increases revenue.
Build a Stronger Ecommerce Search Platform With Bloomreach
Your site search is a direct pathway to higher conversions. A well-optimized search can significantly boost sales and customer satisfaction, while a clunky or inaccurate search bar can drive customers away.
Bloomreach Discovery makes it easy for any ecommerce business to deliver a world-class search experience. We handle the heavy lifting, providing you with the data and insights needed to offer highly relevant search results that build trust and keep customers coming back.
Ready to transform your site search? Request a demo today and discover how Bloomreach Discovery can help you achieve your ecommerce goals.
