The importance of search in e-commerce
Visitors to an e-commerce site want immediate and relevant results when searching on a merchant’s site. 68% of internet users will not return to the site if they have a bad search experience or if the search engine is too complicated! Customers are so used to Google and its fluidity that they expect a similar experience on retailer sites. Research is also very often the starting point of a customer’s journey, so it must be perfect. But offering relevant results is often met with data on poor quality products.
Request an Attraqt demo
Attraqt, a product discovery specialist, enables brands, with catalogs of several thousand references, to present the right product to their internet users, at the right time.
Even if the experience everywhere has to be perfect, the search has to be specially optimized. Attraqt presents 10 levers that allow us to give more influence to search results and to respond to the queries of Internet users in a more relevant way, especially thanks to artificial intelligence.
The purpose of these best practices? Improve your shopping experience, but also the number of conversions. Research not included represents potentially very large untapped revenue!
10 key points to improve internal research
Consider natural language
It is essential for e-commerce players to offer a search experience that is close to natural language. Visitors do not express themselves with “key words”, but express themselves more and more as in human conversations, which can be a problem for obtaining relevant results: spelling mistakes, complex sentences … Thanks to the implementation of solutions like Attraqt, AI is able to understand this natural language and offer relevant results.
On the Superdry brand website, if a visitor searches for “men’s coats that are waterproof,” they will get relevant results, despite searching in natural spoken language.
Suggest results in the search bar
Another practice to implement to optimize search: proposal results, also called Instant Search. Guide customers by suggesting search terms, products, and content. With Attraqt, suggestions can appear from two characters entered in the search bar.
Request an Attraqt demo
Offer replacement items
Another key element so you don’t lose visitors: automatically suggest appropriate items for products that are out of stock or unavailable. If, for example, a user searches for a bottle of “Sancerre” and it is no longer in stock, your search engine will be able to understand that it is a “Sauvignon” grape variety and offer, for example, a bottle of “Pouilly-Fumé” instead. products instead of empty results, allow the customer to consider alternatives and thus increase the number of conversions.
Displaying products with similar features in search results allows users to discover other items they may not have thought of. Attraqt’s AI makes this task easier so you don’t have to manually define synonyms. In particular, it may offer products in navy blue, turquoise or azure for search including the term ‘blue’, for example.
Same for jargon: if a user searches for “corrugated board nails”, the Attraqt search engine will understand that “fastening pins” and “nails” are used alternately and will therefore give relevant results. .
Consider local specifics
To increase the relevance of the products you offer to visitors, you need to adjust your ranking according to regional preferences, demographics, or weather. In the market, for example, artificial intelligence could enable the supply of snow tires in snow-prone regions or push offers for raclette machines when the temperature starts to drop.
Group content and products in results
For a personalized experience, you need to group the products and content that should be displayed together. Guides, tips, tutorials, etc. must be displayed with related products. If an internet user is looking for a “sink” on a DIY website, it would be very helpful to suggest both a suitable resin and a video or article on how to perform the installation.
Understand the ambiguity
AI can also be very helpful in enabling e-merchants to offer relevant results in ambiguous or obscure searches. AI is really able to learn what customers consider to be the results that are closest to their intention during ambiguous searches. In the search for a “jacket”, AI will know whether to offer visitors a parka, jacket or coat, depending on the customer’s profile.
Allow multilingual search
It is important to allow your visitors to search in their own language, whether they are in French, English, Spanish, etc. version of the page. Again, the goal is not to lose visitors, who will leave your site if you don’t understand the request. It often happens that the visitor mixes English terms with his language, he can, for example, look for “blue dark blue pants”, we need to offer him relevant results.
Integrate visual synonym search
If the visitor is looking for “leather jeans”, AI can allow the search engine to understand that “jeans” in this case is synonymous with “pants” and suggest other items that meet the same requirements visually, even if not specified in the written product description.
Remove results without results
It is important to eliminate searches without results in order to avoid frustration of visitors and their departure from the website. You have to offer a result, regardless of the search.
Attraqt demo to improve the performance of your e-commerce website