When it comes to running a successful online store, many retailers place a big focus on boosting traffic to generate more sales. While this is important, many retailers forget that providing a seamless on-site search experience is just as important.
Because regardless of what industry you’re in, if your customers can’t find the products they’re looking for they’re going to go elsewhere or to a competitor’s site. But on the other hand, if your products are easy to find and the search experience is painless, your customers will continue shopping with you in the future. In order to really understand the user experience of your site or mobile app and ways to improve upon it, it may be worthwhile to hire a user experience design service.
But, by offering shoppers a dynamic and intuitive site search, you’ll not only be able to convert more browsers into buyers, you’ll also be able to increase conversions and sales.
To help you improve your site search, we’ve put together six powerful eCommerce tips that will maximize site conversions.
1. Simplify the Shopping Experience
As soon as a potential customer makes it to your website, the first thing they are going to make a first impression and decide if they want to stay and shop in mere seconds. You want to have a homepage that is simple, free from clutter and overwhelming amounts of text, stays on brand and has an appealing design.
A great example of a simplified homepage is Nextopia client The Tie Bar: as you can see, this homepage features a hero image that clearly identifies what the company sells, simple copy, a clear call-to-action, easy to locate search bar, and easy to navigate product categories – which results in a more simplified shopping experience. Hiring a UX design agency will help you achieve your goal of a simple and straight-forward homepage.
2. Learn from Previous Behaviors
A great way to predict the behaviors of your site visitors is to look at previous numbers and shopping benchmarks by looking at your site search reports and analytics. This will give you an idea of what promotions and discounts worked the best in the past, your most popular items, what items you need to carry more of, and what items to get in stock.
3. Incorporate Live Chat
Your customers have made it to your sight with the intention of making a purchase. To ensure they never any questions or concerns while browsing on your site, have a live support system installed onto your site. Your customers will never be left feeling overwhelmed or with unanswered questions about your products. This will feature will come in handy during busy shopping periods.
4. Intelligent Site Search
Search tools like Nextopia’s Autocomplete is a great addition to an eCommerce site as it works by completing a word in the search box while the customer types and provides intuitive, relevant, and error-tolerant search suggestions. Autocomplete can also help detect and correct spelling mistakes, as well as guide consumers to the right product regardless of whatever mistake was made.
Retailers can also use autocomplete to promote certain products of higher margin or products they’d like to sell quickly by pushing them to the top of their autocompletion suggestion box as recommendations to shoppers.
5. Take Advantage of ‘No Results Found’ Page
Anyone that’s shopped online before can attest that there’s nothing more frustrating than landing on a ‘No Results Found’ page. When this occurs, it completely stops the conversion path and will typically result in the shopper leaving the site and heading to browse on a competitor’s site. Retailers can take advantage of this scenario by optimizing their ‘No Results Found’ pages by guiding shoppers to more useful parts of their website. For example, you could send your shopper to the ‘Contact’ page or to a landing page that features popular items, products and promotions.
6. Incorporate Social Shopping
If one thing’s for certain, social media now plays an integral role in our everyday lives – especially when it comes to shopping. Retailers should now be taking advantage of social shopping and embedding a shoppable Instagram feed onto their website as it presents a huge opportunity to convert more browsers into buyers. A shoppable gallery, as seen below, allows shoppers to engage with photos that feature your products in being used in everyday life by your loyal customers.
Mastering how to convert online browsers doesn’t come easy. While this post only touches on six ways to increase conversions, you have been given some suggestions that you can integrate into your own eCommerce conversion strategy.
This article was written by Ainsley Smith, a Marketing Coordinator at Nextopia. Nextopia provides site search, navigation and merchandising solutions for internet retailers.