There are so many factors and strategies that eCommerce retailers take into consideration when building and maintaining a successful online store. While important elements such as payment, security and shipping all have to be considered, many online retailers underestimate the impact that optimized site search can have on their business and overall bottom line. Having an optimized site search creates the opportunity to understand your customers even more while also being able to use their language to speak to them. Nextopia wants to help you turn your browsers into buyers, so we are happy to present you with 3 proven strategies to drive eCommerce growth using site search.
1. Read and Understand Site Search Analytics
While site search analytics are available through Google Analytics, it can often be difficult to set up. Nextopia understands that not all eCommerce retailers have a strong understanding of Google Analytics, which is why we provide our clients with simple site search analytics in their control panel. When a Nextopia client logs into their control panel they can clearly see a list of the top keywords searched on their site, as well as a list of terms that customers are using to search but presented zero product results.
This information is crucial to driving the growth of any eCommerce store. If you are able to know what your customers are looking for, you will know what to offer them.
For example, let’s pretend you own an eCommerce store that sells shoes. In looking at your site search reports you find that your customers are constantly entering the search term “Nike,” but this term is presenting zero search results to customers because you don’t sell Nike shoes. This information can help you learn more about your customers wants and adjust your online strategy accordingly. From your Nextopia site search analytics, you can determine that Nike is a brand you may want to start selling because there is a high demand for it or you may simply decide to build a more effective, “No Results Found” page in an effort to keep customers searching for “Nike” on your site.
2. Create Keyword Triggered Banners
Above all else, when online shoppers first land on your site they are going to judge it based on appearance. In fact, 52% of shoppers will not return to a website if they are not pleased with the overall aesthetics. This being said, while it is important to have a visually appealing home page, it is equally important to ensure the same design and feel can be found on every page of your site. One way to ensure customers are always being visually stimulated is to create keyword triggered banners.
Nextopia clients have the unique ability to easily create custom banners through their Nextopia control panel, no matter what level their design and development skills are. Not only are our clients able to create these banners but they are able to have them appear when certain words are typed into the search bar. It is important to again refer back to your site search analytics in order to gain an understanding of what your customers are most commonly searching for.
Let’s refer back to the shoe store example. If your customers are frequently entering the search term “winter,” in an effort to have search results for winter footwear appear, you can create a winter themed banner that will appear every time the term, “winter,” is searched. Once the banner is uploaded in the control panel and the keyword is entered, the change is immediate. Starting from that point on, when a customer searches “winter,” the banner/image you uploaded will appear.
Banners can also be used to promote sales or discounts and can lead to a unique landing page when clicked on.
3. Offer Mobile Shopping
The number of online shoppers turning to their smart phones to make purchases continues to increase year over year. With this obvious mobile shopping trend only gaining popularity, your customers are going to expect the exact same shopping experience they enjoy when shopping from their desktop, on their smart phones. Therefore, it is important to present a similar design and feel along with an optimized search solution. Your customers are still going to want to search for their desired products. In growing your business according to industry trends, and offering a mobile shopping experience that is as enjoyable as the online shopping experience you are going to ensure the growth of your eCommerce store.
In this blog post we have only provided three strategies that have proven to drive eCommerce growth, but there is so much that can be done and many small tweaks that can be made to not only on-site search but to an eCommerce site overall.
For more helpful tips and tricks be sure to visit the Nextopia eCommerce Lab.