7 reasons to optimize the search bar in your shop

Navigation and search have always been important in e-commerce. But today more than ever. This is due to the explosive trend of “mobile first”, a reality when it comes to web browsing and shopping, as well as the accelerated growth of e-commerce due to the COVID-19 pandemic. This has prompted brands and businesses to focus on it to improve the user experience in their online shops with the aim of increasing your conversion and loyalty rates.

One of the key elements to achieving these goals is robust, fast, easy, and personalized navigation and search.

For many online retailers, the search bar it’s just a basic tool that performs the sole function of returning results on product searches as queried by the visitor.

But what happens when that visitor does the wrong thing? Type or doesn’t write the word exactly as we entered it in the catalogue? Or worse, what if you write a product or brand that we don’t sell? Well, chances are you will miss the sale and end up buying from another online store.

What is an advanced search bar for?

With an advanced or intelligent search, we can transform all these situations Opportunities. We could compare a smart search bar with a personalized sales advisor for visitors, who also informs you about trends and the performance of your products as required.

It is important to note that an advanced search bar not only brings an advantage to the end user of the store, but also serves to collect data. The success of big companies like Amazon, Mercado Libre and even Netflix is ​​due to the fact that they collect most of the data from their customers on their searches, likes and navigation on the platforms. This data is essential to constantly optimize their platforms and feed their algorithms with artificial intelligence personalized browsing experiences for each customer profile.

To sum up, an advanced search bar will give you important information to grow your business and the best thing is that it will help you increase your sales Offer your visitors products based on their tastes and behavior in your e-commerce.

According to studies by Impress eCommerce Labsa user performing a particular search has double chance to convert vs. someone just browsing the store. Additionally, users who perform at least one ecommerce search make up 30% of the revenue Total (revenue) of a deal.

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Reasons to optimize the search bar in your ecommerce

Here are seven reasons why you should Expand the search bar in your ecommerce:

1. Know what your customers and visitors are looking for

The advantage of being able to see all of your visitors’ search queries is manifold. On the one hand, you can measure which products, brands, colors or models are most appreciated by your customers.

In addition, you can see all the searches that did not return any results in your catalogue, the “ZERO HITS”. These are as useful to the trader as they can be Find important searches about products or variants of something that you do not have in your inventory in your catalog or that you have not specified.

2. Increase the conversion of your visits

There are products or items of clothing that are referred to in different ways, such as: B. “jacket” and “jacket”. These two words mean the same thing, but if it’s not present in your catalog, your visitors will never find what they’re looking for. There are also times when products or brands are often spelled with typos or misspellings. This surfing behavior is very common, especially on mobile devices due to compressed keyboards. Both cases result in lost sales because they can’t find what they were looking for.

With an advanced search bar, you can Configure synonymsto fix this behavior. (Example: “Fornite” is set to synonyms such as “fornight” “4nite” “forknine” fournine” etc.)

3. Improve the experience and usability of your online store

It is recommended to use the search bar always in view and ready to hand, do it quickly and effectively. Predictive search is paramount as it saves customers time and effort.

Nowadays, search bars are equipped with visual search technologies that allow the user more freedom and precision in searching. Also thanks to innovative search functions such as “Creative Search & Filters” from Impresswhich allow the search by sketch (sketch) to increase engagement of your visitors and offer them a dazzling experience that makes them special return to your e-commerce and that they even share that kind of experience.

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4. A useful tool to develop digital marketing strategies

The data generated by the search bars are very useful when running keyword campaigns (Keywords) paid, like GoogleAds, since we can source the most common searches in e-commerce related to categories, collections or products and use them as keywords for your Google ads or YouTube campaigns.

5. Increase your SEO based on search queries

Having an advanced search bar forces you to work on your catalogue Optimize your visitors’ search queriesfor which it directly affects the SEO positioning of your product sheets and your categories.

6. Strengthen promising products by leveraging them from the most used keywords

Consult the data generated by the intelligent search engine and look at the products that have a very high CTR (click through rate, ie the number of clicks received in relation to the number of impressions) and a low impression rate. These are very attractive products for your visitors, but they almost never appear in search results.

You can make these product types more visible by placing them at the top of the top keywords results page or by configuring them as featured products in your searches. This works like a cross selling (Cross-Selling) directly from the search instance.

7. Redirect traffic from search to a page

Create banners associated with specific searches performed on your search engine. This is very useful for Reinforcement of marketing campaigns with specific landing pages. For example, if we have an active Christmas campaign with an associated landing page (page), we could configure it like this:

Every time someone searches for the following words: Santa Claus, Rodolfo, Christmas tree, Christmas decorations, etc., a Christmas banner with a link to the relevant campaign landing page appears and supplements the search result.

Conclusion

Failure to have an automated search bar in your e-commerce site will result in lost sales and an inability to access a source of valuable data from which to infer improvements to your site based on a thorough understanding of your visitors’ profiles Extract customers and organic search keywords for future marketing campaigns and develop new business strategies.

We invite you to install the new Tiendanube application “Creative Search & Filters” and Go from a simple search to an advanced search powered by artificial intelligence so your customers can search with a photo or even a drawing. Don’t miss the opportunity to meet them insights your customers and your company.