How to help the augmented consumer through the purchase process (episode 2 of 3)

In this second episode of our series, we’ll explore why the search box has become the essential tool for meeting the needs of consumers. 

With increasing demands for quick and efficient shopping experiences, today's consumers seek simplicity and speed. As the volume of online offerings continues to grow, navigating a site through traditional menus can become a real challenge. This is where the search function comes into play: it allows users to find exactly what they’re looking for without being restricted by the site’s structure. 

By delivering relevant results and understanding the intent behind each query, the search box acts as a personal assistant, capable of turning a simple online visit into a successful purchase.

Why is the search box the answer for the consumer?

Consumers, who do not have any time to waste, simply act.

For them, it is vital to quickly find the product they are searching for. This can prove itself to be a real challenge in a world where more and more websites every day are offering an ever-wider choice.

Because they can get lost in the maze of categories and sections presented in the site menu, more and more people, in many purchase situations turn to the search box. This is the only place where they can freely express themselves, without being forced to into a structure, and without the subjectivity of categorisation choices of each brand.

They are more demanding and their level of tolerance for poor quality results is very low. 

Their point of reference; Google or Amazon! “Search, find, order!”

The consumer is no longer someone who will spend the time to find a product no matter what.

“If my search doesn’t show me the product I want, it’s not a problem, I’ll search for it via the menu.” No! The shopper will go to search for the product in Google and will likely buy it from the competitor with the best natural search rankings (SEO) or who spends the most on search advertising (SEA).

In the era of assistance, each consumer has an increasing expectation that they will be helped during their purchase.

When you go through the entrance of a shop, a sales assistant welcomes you with a “how can I help you?” And of course, what is normal in physical retail is very far from being the standard online, where the message is more: “Get on with your shopping on your own.”

The search function today, more than yesterday, is the critical success factor.

In fact, one consumer out of two uses it as part of their purchase journey*1, whether that’s on the first or second visit or when the purchase is finally made. The search function is used in all areas of purchasing: DIY, high tech, food, interior and furniture, sport, cosmetics, etc, as well as in fashion.

In this sector, where impulse purchasing is key, the search engine manages more than 30% of revenues for the biggest brands.*2.

For e-commerce merchants, the stakes are high. Beyond the direct loss of sales, a bad search experience can result in a good number of customers never returning to the website in question. In contrast, a good search engine boosts overall site conversion and customer loyalty.

Nowadays, in order to meet the expectations and usage of consumers, the search function must understand the intention of purchase, beyond the words that are typed, and must enter into a “one-to-one” relationship with the shopper, presenting products that they are looking for and helping them to refine their requests according to their needs.

After all, if they go to a merchant’s site, it’s above all because they want to buy a product. Therefore, isn’t this the moment to convert them to buyers?

*1 Source : Sensefuel - Survey of product search habits on e-commerce websites
*2 Source : Sensefuel - Survey of product search habits on e-commerce websites