E-commerce site search as a tool for discovering customer insights

  • Author: Ivan
  • On the topic: E-commerce

Shoppers, who search on e-commerce sites, often share their expectations and leave a feedback about the site and products. It allows e-commerce marketers to learn from customer insights and improve marketing effectiveness and conversion rates as well.

In this article, we consider common site search reports that will help discover customer insights.

Top products people search for

The most frequently searched products are in a high demand on an e-commerce site. Top product searches allow you to see what customers think of a particular product and boost sales as well.

E-commerce site search as a tool for discovering customer insights

Top searches show the popularity of boots

Let’s imagine that boots are the most frequently searched product. But the question is why ‘boots’ is the top search term and how to boost sales of this product. Let’s try to figure it out.

  • The factors, which influence the generic term ‘boots’ popularity, can be an issue on the site that doesn’t make finding ‘boots’ obvious. But it can simply be fixed.
  • If the term ‘boots’ is at the top of searches, this product must be the best sellers as well. If it is the opposite, think about why they aren’t the most frequently sold product.
  • Are there any videos or a recent blog post related to boots on the site? If there aren’t any, start running a marketing campaign to drive more interest in boots.
  • If a product is described as ‘galoshes’ or ‘high overshoes’, don’t you think it may confuse a customer? Make sure he knows how to call the product.

Queries without results

Shopper queries that are left with few or no results at all show what a customer expects. Online retailers can start learning what shoppers are searching for but cannot find and create new products, and accordingly, satisfy customer expectations and boost sales.

Queries without results

Product searches with no results open up a great opportunity for creating new product lines

A shopper, who searches for a product, but doesn’t find it, first of all, will probably stay dissatisfied and expect the shop to add this item. A query for a product shows a demand for it and means that it’s time to add it to your site without any additional marketing investment. That may significantly increase your sales.

Monitoring trends

An increase in product-related search terms denotes that a retailer should provide customers

Monitoring trends

Trends identify necessity and demand of a product on the market

If particular product searches are reversed, it’s time to reconsider future purchases. Monitoring trends enables you to improve both – sales and customer experience.

On November 30, 2015 , an online retailer from the northwest USA noticed the rapid upward trend in searches and sales of Equibrand ropes. He searched for information on Google to find out what might have happened. It appeared that the Equipbrand rope factory in Granbury, Texas was burnt down.

He assumed that ropes would be in short supply so the retailer stocked up his store with this product for the top customers.

Afterwards, the retailer sent emails to all his top customers with a notice of what had happened and the reserved inventory for them. Most customers were hooked on his alluring offer and bought the remaining ropes.

As we can see, monitoring trends could help the retailer increase his revenue and improve the relationships with his top customers.

Filters reveal shopper preferences

Refinement and filter of product searches on most e-commerce sites can offer insights about features and attributes the shoppers prefer. They can include, for example, a search for a particular color, size or price. Thus, refined and filtered searches facilitate identification of key features and attributes your customers are searching for.

Filters allow customers to show merchants their preferences and refine search queries.

Filters allow customers to show merchants their preferences and refine search queries

Knowing product features, which are most important for the buyer, the retailer may use them to inform on-site merchandising or drive new marketing content or copy.

For example, if it is known that shoppers are mostly interested in input voltage while shopping for battery-charging integrated circuits, the retailer has an opportunity to market around input voltage.

In more detail, marketers may use this knowledge to target different keywords in pay-per-click ads. It is also a good idea for a store to release a new video explaining how input voltage impacts on battery charging. Perhaps, the store may publish a post about choosing battery charging integrated circuits based on input voltage as well.

Thus, filters, queries, top searched products and trends open up new marketing opportunities.

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