Ecommerce Search Mistakes that Might Be Costing You Revenue
In online retail, shoppers are incredibly fickle. And why shouldn’t they be? If they have trouble finding the right product, at the right price, chances are good that they’ll be able to find it somewhere else without much trouble. This is why Google’s SEO requirements for site speed and general experience are becoming more and more stringent.
Of course, with so many wheels in motion, it is inevitable that something will go wrong on your site, without you knowing about it. Being aware of common site search errors can help you to be proactive, so here are a few examples of common site search problems that might be eating away at your revenue.
No Results Found
During Cyber Weekend 2016, fashion retailer Ella Moss probably missed out on thousands of dollars of revenue due to a silly synonym mistake that caused a search for the very common term “pajama” to return nothing but an error page.
Ella Moss does in fact sell pajamas, and was even running a Black Friday special on a few items in this category, but they’re current setup makes it incredibly difficult to find those products. Even searches for “PJs” and “pajamas” show no relevant products.
If you are familiar with how large the Ella Moss brand is, this may be surprising to you. Unfortunately, many large retailers miss out on revenue due to these errors. Larger catalogs can make it easier to miss important opportunities such as this.
In truth, there are a few best practices for managing synonyms and redirects that can help you to avoid similar missed opportunities. For one, be sure to run a report each month that will show you popular searches with 0 results or with very low conversion rates. If you look into these searches, you will likely find problems that are easy to fix.
Broken Mobile Search UI
Everlast is a huge, well-known sports brand. That said, it’s surprising that in this day and age, with mobile shoppers accounting for 50% or more of online traffic, that we’d find such a poorly optimized mobile experience.
This too, is a more common problem than you might imagine. Everlast is using a mobile responsive site, not a dedicated site. That’s usually the simplest and cheapest option, but it can create a lot of problems, especially for large brands.
The infinite number of screen sizes and pixel densities means that these kinds of issues are inevitable. Still, testing should be done on the most common devices, browsers, and resolutions to ensure that most shoppers get a quality experience. Following these 10 mobile best practices will also help to prevent issues like this. Of course, SearchSpring’s autocomplete solution is designed for desktop, responsive, and dedicated mobiles sites, and even supports mobile apps to prevent issues like this.
Irrelevant Search Results
Relevancy is our bread-and-butter, and we believe it’s the most important aspect of any ecommerce shopping experience. Unfortunately, even large retailers miss this component when they piece together technologies to build out their site.
In this example, soccer.com’s search feature fails to show any relevant products for the search term “champions league ball”. In this case, the engine is failing to understand what the shopper is actually asking for.
Even though Adidas’ Champions League balls are very popular, the engine doesn’t know what they are. Soccer.com does sell products with these keywords in their product attributes too, but the only way to find them is to drill down into soccer.com’s filters.
These less-than-perfect experiences may seem like small issues, but it’s so easy to lose shoppers to Google or Amazon that it’s worth taking note and making every effort to find and solve these problems.
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