This winter, ensure that every aspect of your business is prepared for shoppers so you can have a high impact and low-stress holiday season by following these simple site search best practices.
1. Include autocomplete
Autocomplete is a great addition to an ecommerce site as it works by completing a word in the search box while the customer types and provides intuitive, relevant, and error-tolerant search suggestions. Autocomplete can also help detect and correct spelling mistakes, as well as guide consumers to the right product regardless if a mistake was made. Retailers can also use autocomplete to promote certain products of higher margin or products they’d like to sell quickly throughout the holiday season by pushing them to the top of their autocompletion suggestion box as recommendations to shoppers.
2. Improve site search with synonyms
By properly configuring synonyms into your site search, you’ll not only be able to quickly drive revenue to your online store but you’ll also be able to ensure that your customers can always find exactly what they’re searching for regardless of what they search. Being aware of synonyms isimportant to your on-site search so that you can always provide your customers with accurate results regardless of the language customers use in their searches.
Through Nextopia’s advanced search tools, you have the ability to set up “synonym redirects” which will automatically direct a customer to products they were searching for regardless of the product name. For example, if you run a shoe store and none of your products have the keyword “sneakers” in them, you can manually set up a redirect so every search for “sneaker” goes to the results page for “running shoe”.
By configuring synonyms, you’ll can reduce how much your customers visit the dreaded “no results found page” directing your customers to the products you offer, reducing customer frustration and thereby creating an exceptional user experience.
3. Easy-to-locate search bar
The search box is an often overlooked feature of an ecommerce store, despite how powerful it is. A retailer’s site search box is the pathway to improved sales, better user experience, and most importantly, higher average order value and conversions. Ensure your search bar is easy to locate by keeping it front and center and on every page of your site.
4. Have a mobile-optimized site
In 2015, 36.16% of online sales were generated via mobile devices and this figure is only expected to grow over time. Consumers are now turning to their smartphones to research deals, products and reviews, and for the sheer convenience. Make sure your product pages are optimized for smaller screens, your search box is easy to locate and use, and that site text and product images display correctly on mobile devices.
5. Use product images effectively
To further enhance the online shopping experience, it’s important to include images of your products in your search results so your site visitors can see your products without having to search through your product pages. Make sure that your product photos are clear in thumbnail form, and are flattering to your product. The chances of a customer buying increases when images are displayed along with a product description. Showing product images along with suggested search terms in your autocomplete can help further turn browsers into buyers.
6. Site navigation
Site navigation allows customers to refine their search results without having to use the search bar again. You can refine and sort your products by any attribute you’d like, such as by price, color, size, gender, brand, or any otherrefinements that best describe your product offerings. Enhancing your navigation will help bring your customers to their desired items much more efficiently, which results in higher conversions, happier customers, and more revenue.
7. Ask for customer feedback
Taking the time to ask your loyal customers for feedback will provide you with valuable insight into your website’s performance. You can get this information simply by asking “Did you find this search useful?” with a link to a survey somewhere on your results page, or by adding “How’s our navigation?” below your dynamic filters.
By listening to your customers, you’re ensuring that your site is catering to exactly the right group — the people who are actually using it.
8. Improve ‘no results found’ page
If you don’t sell an item your customer is searching for or perhaps it’s currently out of stock, rather than sending them to the ‘no results found’ page improve the experience by providing them with other calls of action. Provide them with product recommendations that they might find interesting and relevant or links back to the homepage, category pages, or the contact us page. This will help eliminate your site visitors leaving to go search on a competitor’s site.
9. Include category pages
For the holiday season, take the time to create some category pages that cater to your holiday shoppers. For example, highlight the deals and promotions on your site by creating a festive clearance page. This will drive your low-cost items to one page and help your customers access these products more efficiently.
10. Customer ratings and reviews
Seeking out online reviews and ratings has become a standard part of the buying process for consumers, which is why retailers need to include them. A positive customer review can become the powerful social proof that shoppers are looking for when making an online purchase, and considering 63% of shoppers are more likely to make a purchase from a site that has user reviews this needs to be a feature that’s added to all ecommerce sites.
These next few weeks are going to be crucial for retailers. Ensure your ecommerce site is ready for the influx of traffic and by following the best practices listed in this post. With only a few shopping weeks left, there’s no better time to improve your site search and in turn increase your sales and conversions this holiday season.