With a new year freshly upon us, many business owners have begun to plan how they can make 2016 their best year yet.
With fresh new marketing initiatives and sales targets in sight, many eCommerce retailers often forget about the importance of investing in their digital resources, and more importantly, the tools that help drive to your eCommerce store.
Below, are four reasons why the New Year is the perfect time to prioritize investing in Site Search and Navigation technology and why it will be extremely beneficial for your eCommerce store in 2016.
Why is now the perfect time to prioritize Site Search for your eCommerce Store?
Site Search is one of the most critical tools to increase conversions on your website.
Site search is vitally important to the success of an eCommerce store for several reasons:
First, the majority of online shoppers know what they want as soon as they land on your site. By providing them with a search function that provides relevant results quickly, they’ll be able to find their desired product as quickly as possible, and your chance of converting that customer into a buyer increases.
Second, site search is a very effective way to further understand the shopping behaviours of your site visitors. Viewing your site search analytics can allow you to understand your customers’ wants and needs, and can help you decide what to stock, which keywords to run PPC campaigns with, and what your top-performing searches are
“For minimal effort, time and resources you can make a genuinely massive impact on sales performance and achieve incredible ROI.” – Jack Stevens, Search & Content Strategy Manager, OKA
To read the entire case study click here.
Third, stock site search punishes your customers for small errors, while enhanced site search solves them. Mistakenly made your search plural? No problem. Common spelling error? Our technology figures it out. The order of your search results? Based on which products get the most clicks, instead of which ones start with an earlier letter. Enhancing your site search provides an invisible—but invaluable—level of polish, all of which contributes to your bottom line.
Align your software decisions with your budget projections for 2016
With the beginning of 2016, brings along with it a lot of decisions for your eCommerce store moving forward. Statics from __ indicate that if a consumer can’t find what they are looking for within 8 seconds of visiting a website, they will leave. Reduce the bounce rate on your eCommerce store, and incorporate the cost of site search technology into your budget for the New Year. Examine the analytics on your site and pay specific attention to bounce rate and time on site. If you notice that many of your customers are leaving your site simply after a few clicks, site search is an optimal solution for you. Think about the thousands of dollars left on the table when consumers can’t find their way navigating through your site – site search and navigation technology often pays for itself in the first month after installation!
Prioritize user experience on your website for 2016. As you look at your business budget for the New Year, make sure to allocate part of the budget to help turn your browsers into buyers.
Reduce Your Product Return Rate
Site search involves more than just the search box. Site search includes elements such as product highlighting and merchandising. These tools communicate additional details about a product, like available colours, compatibility, and how recent it is.
When you promote a product as ‘New!’ or the most recent, you drastically reduce the chance someone will buy an older model, realize their mistake, and return the product. Providing pictures of the product allows customers to know exactly what to expect, and removes any surprise or doubt. These tools also work together to help decrease bounce rates across your pages, and thus product returns.
Determine what products are most demanded by your customers.
More focused marketing copy. If you want better communication with your audience, speak their language! This is easier said than done, of course. After all, that’s the whole idea behind PPC keywords – to use the keywords that potential customers use when searching for your services. But as we’ve seen, there’s a certain skill to keyword selections.
Luckily, the queries and terms that visitors type in your site search bar provide a complete dictionary of terms customers are using to describe your products. Once you know how site visitors search for your products, you can use those newly generated keywords to refine and perfect your marketing copy.
Our example here comes from Search Engine Journal, it serves as a great example to demonstrate how search results can be used to refine marketing copy.
Let’s look at the word ‘firm.’ As we can see, the word ‘firm’ isn’t one of their popular search terms, and only 3.02% of website traffic uses this in searches. Is there a better term that they could be using? It’s logical to assume that using ‘company’ would be a better choice – as this is the terminology visitors are using to find their website. Using the data provided, we should begin marketing this firm as an ‘SEO company.’ How can we tell if this is the right choice? A/B test it!
Offering enhanced on-site search will help your customers find what they want. Don’t give them any reason to buy from your competitors – make it easy for them to find the products they want to buy by enhancing your on-site search. Make site search and navigation a priority for your eCommerce website for 2016.