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The ecommerce search insights you should be tracking

Jessica Farelly
By Jessica Farrelly

Thanks to advances in technology, online retailers have access to more business performance data than ever before, including site search insights. Ecommerce search reporting sheds light on what customers want, helping retailers to identify new product opportunities, assess demand, merchandise effectively, and ultimately increase sales.

But with so much data available, how do you know which search insights to keep an eye on? In this guide to ecommerce search reporting, we’re revealing the top four reports you should be checking regularly, and ways to leverage that data for maximum results.

Zero results search insights

search insights

What is it?

A zero results report highlights when a shopper searches for something on your website and no items match their query. It shows you the keywords that lead customers to “no results found”, and how many times customers have searched for those keywords.

How to use it

The zero results report provides actionable insights you can use to increase sales and improve the shopping experience for your customers.

First, this report lets you see the products that your customers are looking for, but your business doesn’t sell. If certain “no results” queries receive a high volume of searches, you could consider adding a relevant product to your store to give these high-intent shoppers the item they want to purchase.

Second, zero results search reporting can help you discover avoidable errors that are leading to no results. For example, let’s say your store sells makeup. People who are looking for contouring products might accidentally search “conturing.” To avoid missing out on sales, you can offer site search with built-in autocorrect, and make “did you mean” suggestions on no results pages to lead them to relevant products. 

The zero results report can also guide you in creating synonyms for common zero-result terms to help reduce instances in which customers can’t find relevant products. Let’s say you sell tshirts, but shoppers are failing to find them when they input “t-shirt” or “tee shirt” as a search query because of this difference in spelling. Setting up synonyms for these variations in product names can prevent missed sales opportunities, and should play a part in your search strategy.

Popular searches

ecommerce reporting

What is it?

The popular searches report shows you the most searched keywords on your website. On Searchspring’s dashboard, it reveals keyword search volume as well as an interactive Search Terms Tree that highlights common associations between search terms. 

How to use it

Essentially, the popular searches report helps you discover what customers want, which can influence what you keep in stock and how you market your products.

Let’s say you run an online sneaker store and sell some accessories. Through this report, you discover that shoppers are increasingly searching for laces on your website, so you add more laces to your inventory. 

The popular searches report can also help you decide which trending items to feature in your merchandising campaigns.

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Top grossing searches

top grossing search reporting

What is it?

The top grossing searches report shows you which search terms generate the most revenue.

How to use it

With the top grossing searches report, you can see which products your customers spend their money on. Knowing what people want is one thing, but knowing which search queries are the most valuable is a game changer. 

These insights can help you discover niche items that customers are looking for and buying, which you can use to inform inventory decisions, merchandising, promotions, and more.

Top converting searches

top converting search insights

What is it?

The top converting searches report reveals the percentage of times a specific search query results in a sale. From the example above, you can see that every time someone searched for “grey jumpsuit” or “spanx legging” on the sample website within the selected date range, they ended up converting.

How to use it

These search insights show the queries that lead customers to a purchase. Essentially, the top converting searches report reveals which products customers have a high intent to purchase when they come to your site. 

To maximize data from this type of search reporting, try diving into what the top-converting keywords have in common and improve the results for other keywords accordingly.

For example, perhaps the results for “grey legging” and “spanx legging” have more customer reviews on their product pages than results for other keywords. If that’s the case, you could consider encouraging customers to leave reviews for other products to boost their sales.

Drive sales and solve usability problems by monitoring ecommerce search insights

The more you know about your ecommerce business, the more easily you can make profitable decisions. By paying attention to zero results, top converting searches, top grossing searches, and popular searches reports, you can find a treasure trove of insights to improve the shopping experience and increase sales.