In a world geared towards instant gratification, super giants like Google and Amazon dominate the customer search experience, because of this, customers are accustomed to getting what they want at the click of a button. As consumers are making the shift to purchasing products and services online, they are turning to the on-site search box on a website to quickly and conveniently find, what they are looking for, immediately.
However, often a major roadblock for a site visitor is being presented with inaccurate search results or a being led to a ‘no results found’ page. In order to prevent these occurrences, it is critical to dive into site reporting and analytics, to better understand what your customers are looking for. Search reporting provides insights into how your eCommerce site can improve its on-site search experience, by understanding what your customers are searching for.
On-site search analytics can help identify a variety of metrics that can be used to enhance the user experience, drastically improving search functionality, while in turn increasing revenue, conversions and average order values. Below we have identified three ways in which on-site search reporting and analytics can be used to increase conversions and revenue.
1. Identify frequently searched terms.
The foundation of on-site search reporting and analytics is based on keywords; leverage search reporting to determine which words, terminology and language are used to search on your site. One of the major benefits of search analytics is that it helps determine what consumers are looking for when they come to your site. This data can show you what is trending and which items are popular on your site during any given time. In accessing this data, you can optimize your site and determine which products should perhaps be showcased. The data can also show you what information your site visitors desire.
For example, if one of the most used search terms on your site is ‘shipping,’ this would indicate that customers are having trouble locating your shipping information. Use this information to create a landing page for shipping information or invest in on-site content search.
Remember, it is important to regularly identify which keywords are being entered into the search box, this will help you stay on top of or ahead of marketing trends.
2. Determine location-based search terms.
On-Site search analytics, also display on which pages of your site, customers are using the search box the most. This can help you determine where on your site customers are requiring the most assistance or which products customers view as being related. By determining popular location-based search terms, you can help customize the user experience by offering different product recommendations on different product pages.
3. Determine search terms that yield no search results.
Determining which search terms yield no results, gives you another opportunity to better understand your customers wants and needs. If a search term is presenting no results to a site visitor, they are most likely landing on a ‘no results found’ page. When a customer meets this page, they are very frequently going to leave your site. Knowing which search terms lead to a ‘no results found’ page gives you the opportunity to either create unique landing pages or custom redirects for those certain terms or build a more effective ‘no results found’ page. An effective ‘no results found’ page is going to give the shopper options. For example, a ‘no results found’ page could present the customer with the option to sign up for a newsletter in order to stay up to date with new products.
In sum, on-site search reporting and analytics can be very helpful for online retailers, it is a proven way to gain a better understanding of customer behavior. It is your site visitors that are going to give you insight into current and upcoming trends, use this vital information to maintain a site that not only meets but exceeds industry standards.
Investing in on-site search can dramatically improve the overall functionality of your site, but accessing and understanding the analytics behind this technology can put you one step ahead of the competition.