Site search? Snore. But no—site searchers are 1.8 times more likely to buy than the average e-commerce site visitor, says Graham Charlton, Econsultancy editor in chief. While site visitors only use onsite search 5.75 percent of the time, these searchers convert at a much higher rate—4.63 percent vs. 2.77 percent for the average visitor, Charlton writes on Aug. 19.
Company: SLI Systems, a provider of site search, navigation and merchandising solutions
Product/Service: Learning Recommendations, an add-on to its flagship Learning Search site search solution
What it Does: Aggregates customer behavior and uses data — e.g., search terms, pages accessed, purchase history — to determine the relationships between shopping activity and the products and content shoppers will ultimately select. A recommendations solution enables retailers to generate more revenue for their business.
A new e-commerce platform is a big step for an online business — and a pricey one. However, a full-on replatforming effort isn't always necessary depending on the new features and capabilities your website needs. You may be able to put off this purchase for a while, if not indefinitely. By shifting your focus to your site search, you can achieve the improvements and efficiencies you need without the huge amount of time or the $500,000 to $10 million price tag that a new e-commerce platform will require.
As online retailers prepare to take advantage of the growth opportunity in the new year, a new survey of nearly 500 global retailers conducted by SLI Systems shows improving conversions (63 percent) and attracting more customers to their websites (61 percent) continue to be their biggest challenges. As such, retailers plan to address these challenges by upgrading or changing their e-commerce platforms (18 percent), improving their site search functionality (18 percent) and search engine optimization efforts (17 percent), and solidifying their mobile commerce strategies (15 percent).
The growing popularity of tablets coupled with consumers willingness to shop and make purchases on their cool new devices means that marketers need to broaden their campaigns to include yet more channels.
Whether shopping in neighborhood stores, malls or online, holiday gift buyers have little time for aimless browsing. They need to find gifts for recipients on their list — and fast. Intuitive and user-friendly site navigation goes a long way toward helping online holiday shoppers complete that task. It encourages them to spend their gift dollars with you, not your competitor.
If you think of point A as a prospect's entry to your website and point B as the content they came to your site to find, then you can see the wisdom of creating the shortest distance possible between points A and B. That path should be direct, logical and fast, particularly if you want to see lucrative conversion rates this holiday shopping season. Unfortunately, poor website navigation can derail the path your site visitors take, leading them away from desired products and potentially away from your site altogether.
Product/Service: Conversion Optimizer A/B, a multivariate testing tool
What it Does: Allows retailers to determine which formats and layouts of site search results pages generate the highest conversions in terms of list view versus grid view, display variations for color options and refinement options. It also helps to understand the return on investment the site search delivers.
If you limit your keyword research to terms people are using on Google, Bing and Yahoo, you're missing out on data that can help you market to your customers even more effectively. Keywords that your customers are using within your own website can yield new ideas for connecting people to your site content.