When a consumer makes their way to an online store, they’ve arrived there for a number of reasons.
While some shoppers are simply curious about your products and services, some are there for the sole purpose of browsing, and some are there entirely to make a purchase of a specific item. In turn, the goal of all online retailers is to convert each of these different browsers into buyers.
In order to convert these potential buyers, retailers need to understand the wants and needs of their site visitors and the best way to do this is by learning about what they’re searching for.
One of the perks of being a Nextopia customer is having complete access to your on-site search reports, which list all search terms entered on your site, and the number of times words and phrases have been searched. You can also review real-time reports on the most and least popular searched terms.
These reports can be reviewed daily, weekly or monthly and they provide insight into how your eCommerce site can improve its on-site search experience, by understanding what your customers are searching for.
In today’s post, we will explain the Nextopia on-site search reports available so you can get a better understanding of how they work so you can improve the shopping experience for your customers.
One of the most important features of Nextopia’s on-site search reports is the top searches feature. This report is a great indicator of what phrases are in top demand on your site and what products are performing well. Based on the information available, you can see what is trending and which items are popular on your site at any given time.
By having access to this information, you can optimize your site and showcase your top performing items.
For example, if one of the most used search terms on your site is ‘contact,’ this would indicate that your customers are having a hard time locating your contact information. You could then use this information to create a new landing page with all of your contact information.
Zero Results Found
Determining which search terms yield no results, gives you another opportunity to better understand your customers wants and needs.
When a customer is informed that their search resulted in absolute zero results, chances are it’s because they’re using different terms to describe your products then you’re using, they’ve misspelled their search or they’re searching for items that you don’t yet carry.
The absolute zero results report will help you not only understand your visitor’s wants and needs, but also their frustrations. It will also help you learn about the products you don’t yet carry that are in demand on your site and in turn, you’re able to bring in a variety of new products and brands that you might not normally carry.
Next, you’ll be able to see what items are being searched for that you can’t sell or don’t intend on selling. To overcome this issue, you can apply a keyword-specific banner that will suggest similar items so you don’t lose out on a sale.
Finally, if your visitors are using a different terms to search for your products that you aren’t using, such as ‘chesterfield’ rather than ‘couch’, you can either start using this language on your site (which will help with your search engine optimization as well), or you can add synonyms to your search so your visitors will find exactly what they’re looking for.
In order to help your customers avoid the dreaded ‘no results found’ page, this report will help you track what the top poorly performed searches are so you’ll be able to guide your visitors to their desired results. A great example of how to overcome this problem is if you notice your visitors are
Keywords Gaining Popularity
Finally, by having an understanding of the terms and phrases your customers are using when searching on your site, you’re able to stay on top of current and upcoming trends. Just as fashion trends change with the seasons, so will your searched keywords. Make sure to pay attention to the popular keywords your visitors type in so you’ll be able to be prepared and stay ahead of your competition.
Nextopia’s on-site search reports are very helpful for online retailers as they’re a proven way to gain a better understanding of your customer’s search behavior. By taking advantage of your Nextopia on-site search reports, you’ll not only be able to maintain a site that not only exceeds industry standards, you’ll be able to convert more of your browsers into shoppers moving forward.