Business Thoughts by Allegro
How to Optimize Site Search and Increase Conversions
While researching for this blog post, I found many arguments saying that because Google does such a great job at returning search results, site search was no longer necessary. While I find that Google does do an amazing job at returning fast, accurate results, a really good eCommerce site can still benefit from having a site search box.
Noggin Nugget: Up to 30% of eCommerce visitors will use internal site search.1
Have you ever visited a site and typed a product into the search bar only to get a “not found” message or even a set of results not even closely related to what you were interested in finding? Frustrating, isn’t it? This has caused me to exit a site right from my search results many times. If your website has site search, do you know how well it is performing? Do a bit of research. Search for a few of your own products. What results are shown? Are they accurate?
The purpose of site search should be to help your customers find exactly what they came for. Allegro has a way to help you do just that, but first, let’s talk a bit about how site search also helps you make business decisions.
You can derive valuable customer behavior data from the terms customers type into your search box. Your visitors are telling you exactly what they are looking for and the terms they are using to describe it can be helpful when developing new content or optimizing to improve conversions. Take a look at your site search reports. Review the terms being used to find things on your website. See how those search terms align with your keyword strategies. You can improve retention rates by ensuring that the terms customers use are found. Also, are there searches for content that you do not have? Let's say customers consistently search for product spec sheets. If you do not have them, you should. How about different naming conventions for products? ie. Power Tools vs. Battery Operated Tools. This is a great opportunity to ensure that you are referring to products in the same way as visitors.
Getting back to helping your customers find exactly what they are looking for...
Allegro offers a Modified Search Module that creates efficient search capabilities and allows your results to be faster and more relevant. This easy to install module adds to the existing Magento Quick Search and empowers site admins to assign weighted values to searchable attributes and weights to how the word was found. At the same time, you can improve search process by setting search priority for attributes. For example, that first it should search in product name, then in product description and only after that in all other attributes.
Easy to install using the Magento Connect Manager
Easy-to-follow, step-by-step instructions for configuring the module
Fast, accurate search results
For more information on Allegro's Modified Search Module or to purchase, visit AllegroConsultants.com.