The importance of research in e-commerce
E-commerce site visitors want immediate and relevant results when they search a merchant site. 68% of internet users will not return to a site if they have had a bad search experience or if the search engine is too complex! Buyers are so used to Google and its liquidity that they expect a similar experience on merchant sites. Research is also often the starting point in the customer journey, so it needs to be perfect. But providing relevant results often runs into poor quality product data.
Attraqt, a product discovery specialist, allows brands, with catalogs of several thousand references, to deliver the right product to Internet users at the right time.
Even if the experience has to be perfect everywhere, the search especially has to be optimized. Attraqt offers 10 leverage tools that allow us to give greater influence to search results, responding to Internet users’ inquiries in a more relevant way, especially thanks to artificial intelligence.
The purpose of these best practices? Improve the shopping experience, but also the number of conversions. Uninvolved research is a very large untapped revenue stream!
10 key points to improve internal search
Consider natural language
It is essential for e-commerce players to provide a search experience that approaches natural language. Visitors do not express themselves with “keywords”, but more and more express themselves in human conversations, which can be problematic to get relevant results: misspellings, complex sentences … Thanks to the implementation of a solution such as Attraqt, Artificial intelligence is able to understand this natural languageand provide relevant results.
On the Superdry brand’s website, if a visitor searches for “men’s waterproof raincoats,” they’ll get relevant results, despite searching in spoken language.
Suggest results in the search bar
Another practice to apply to improve search: result suggestion, also called instant search. Guide buyers by suggesting search terms, products, and content. With Attraqt, suggestions can appear from two characters entered in the search bar.
Offer alternative items
Another crucial element in order not to lose visitors: automatically suggest suitable items for out-of-stock or out-of-stock products. For example, if a user searches for a bottle of “Sancerre” and it is no longer available, your search engine will be able to understand that it is a “Sauvignon” grape and serve, say, a bottle of “Pouilly-Fumé” instead. By showing alternative products instead of empty results, you allow the buyer to consider alternatives, thus increasing the number of conversions.
Showing products with similar characteristics in the search results allows users to discover other items that they may not have considered. Attraqt’s AI makes this task easy so you don’t have to select synonyms manually. In particular, it can submit products in navy blue, turquoise, or cyan to a search including the term “blue,” for example.
Same for terms: if a user searches for “bolts for corrugated sheets,” Attraqt’s search engine will understand that “bolts” and “bolts” are used interchangeably, and will therefore provide relevant results.
Take into account local characteristics
To increase the relevance of the products you offer to visitors, you should adjust the ranking according to regional preferences, demographics, or according to the weather. In the market, for example, AI could make it possible to offer snow tires in snow-prone areas or offer raclette machines when the temperature starts to drop.
Group content and products into results
For a personalized experience, you need to group together the products and content that needs to be offered. Guides, tips, tutorials, etc. should be displayed with relevant products. If a netizen searches for “bathroom basin” on a DIY site, it will be very helpful to suggest the suitable resin and a video or article on how to do the installation.
Understand the mystery
Artificial intelligence can also be of great help in enabling e-retailers to provide relevant results on vague or obscure searches. AI is already able to learn what buyers consider to be the closest results to their intentions during mysterious searches. When searching for “jacket,” the AI will know whether to offer visitors a jacket, jacket, or trench coat depending on the buyer’s profile.
Allow multilingual search
It is important to allow visitors the ability to perform a search in their own language, regardless of whether they are using the French, English, Spanish, etc. version of the site. Again, the goal is not to lose visitors who will leave your site if you do not understand the request. It often happens that a visitor confuses English terms with their language, they can for example search for “navy blue pants”, and it is necessary to be able to provide relevant results for it.
Integration of visual synonym searches
If a visitor searches for “leather jeans,” the AI can let the search engine understand that “jeans,” in this case, is synonymous with “pants” and visually suggest other items that meet the same requirements, even if they are not indicated in the written description of the product. .
Eliminate searches with no results
It is necessary to eliminate searches without results to avoid visitors getting frustrated and leaving the site. You have to provide a result no matter what the search.