It is insufficient to have an ecommerce store for a successful business. Today’s users demand seamless experiences, quick checkouts, and personalized recommendations, with little patience for anything less.
Ecommerce site search emerges not just as a utility feature but as a potent marketing tool, often overlooked yet capable of unlocking new revenue streams and delivering valuable insights into customer behavior.
Ecommerce Site Search as a Conversions-Boosting Marketing Tool
The significance of ecommerce site search extends beyond mere functionality. It has shown to potentially double conversion rates, with giants like Amazon witnessing a sixfold increase.
It isn’t just anecdotal; studies like the one by Di Fatta, Patton, and Viglia (2018) highlight the critical role of quality and promotion-focused strategies in improving conversion rates, a principle that can be directly applied to site search optimization [1].
Ecommerce site search as a sales channel
Consider the ecommerce site search as an independent sales channel. Research has indicated that customers utilizing advanced search features like AI search can contribute to approximately 40% of a site’s total revenue.
It is also backed by findings from Di Fatta and Diwei Lu (2018), who observed that specific policies like free shipping and discounts, potentially highlighted through site search, can positively influence conversion rates [2].
Unlocking Customer Insights Through Site Search Analytics
Analyzing site search data allows businesses to understand and leverage the language of their customers.
It can lead to more relatable product descriptions and more targeted digital ads. The study on device switching by de Haan et al. (2018) demonstrates how understanding customer behavior, including their interaction with site search on different devices, can significantly enhance conversion rates [3].
For instance, in LupaSearch (an ecommerce search), you can track user search behavior stats and make data-driven decisions for your business growth.
Addressing Unmet Demand
When customers encounter a “no results found” page, it’s a missed opportunity for both the customer and the retailer. By analyzing site search data, retailers can identify and introduce products that meet existing demand.
As demonstrated in the work by Sobecki et al. (2020), enhanced customer support and services, including an intuitive site search, can increase conversion rates [4].
In the case of LupaSearch, an intuitive dashboard aids businesses to see and configure all critical data in a single place: test new parameters, add synonyms, boost and hide products, and achieve a seamless search experience.
Exploiting Search Merchandising
The strategic manipulation of search results, or search merchandising, can significantly impact engagement and conversions.
For instance, recognizing a surge in interest for certain products and promoting them higher in search results can directly influence sales.
Let’s say you notice a yearly seasonal interest in Harry Potter books before Christmas. You can exploit this trend by boosting fantasy books since the beginning of December and drastically increasing sales.
LupaSearch - your ecommerce search partner in more effective marketing
Unlock the potential of ecommerce search with LupaSearch. Use it as an effective marketing tool and grow your business sales. The results are promising.
If you have any questions regarding AI-driven ecommerce search, contact LupaSearch product consultants. We will be happy to assist you in your business improvement.
Ready to take your ecommerce business to the next level? Request a free demo, and let’s see how you can uplift your marketing and ecommerce game.
References
Fatta, D., Patton, D., & Viglia, G. (2018). The determinants of conversion rates in SME e-commerce websites. Journal of Retailing and Consumer Services, 41, 161-168. https://doi.org/10.1016/J.JRETCONSER.2017.12.008.
Fatta, D., & Lu, D. (2018). Conversion rate determinants in e-commerce websites. What about moderation effects?. International Journal of Electronic Marketing and Retailing, 9, 366-377. https://doi.org/10.1504/IJEMR.2018.10012150.
Haan, E., Kannan, P., Verhoef, P., & Wiesel, T. (2018). Device Switching in Online Purchasing: Examining the Strategic Contingencies. Journal of Marketing, 82, 1 - 19. https://doi.org/10.1509/jm.17.0113.
Sobecki, A., Szymański, J., Krawczyk, H., Mora, H., & Gil, D. (2020). Smart Services for Improving eCommerce. , 575-584. https://doi.org/10.1007/978-3-030-48256-5_56.