Using search to boost sales in ecommerce : What to look for in an internal search engine (episode 3 of 3)

In this third episode of our series, we explore the importance of effectively guiding customers to the products they are looking for. Discover how a good search engine should offer intuitive and ergonomic discovery paths, ask the right questions, and actively participate in showcasing your range. We also emphasize the importance of providing a seamless search experience and effectively selling your products.

Guide the customer to the right product

Google recently proclaimed the arrival of “the age of assistance” : Internet users no longer want to make the effort to understand the logic of your website; they want to be guided round it to find the product they are looking for. They expect your search engine to show them the paths of discovery through the breadth of your range, in a few clicks.

It all comes down to the ergonomics of the results pages. These must be fluid, clear and refined. You need to guide the internet user towards the products that they have in mind, without losing them on the way. If you ask customers a multitude of questions they will focus more on the answers they are giving than on the products you are offering.

You need to ask the right questions, ones that the customer will understand and that will take them as quickly as possible to the products they want. (What type of shoe? What brand? What price range?)

Your primary aim is to show your customers that they are not wrong, that the search engine does bring back products which correspond to their needs, and that they can sit back and allow themselves to be guided.

Your search engine must also play a part in the helping the customer explore your product offering. It is increasingly common, particularly when using mobile devices, which are very search-orientated, for searches to be very broad. For example, for a search on “IKKS”, it is advisable to bring up, in a summarised manner, all of the product categories for the IKKS brand, including shoes, bags, coats, etc.

The aim of your search engine is not only to help the customer to find a product, but to sell them your products.

Conclusion

In 2020, global sales on consumer facing sites will exceed 4,000 billion dollars, according to figures from eMarketer. This figure, which sounds so promising, hides a hyper-competitive sector. There are many players, but few mange to sustain their traffic and make their investment profitable.

Consumers have already adapted very happily to this multitude of choices. They have become demanding, volatile, and impulsive, making it more and more difficult for a merchant to secure their loyalty.

In this context, paying attention to new trends and seizing opportunities has become essential. Your objective should be to present your clients quickly with products that match their desires, their needs and their requirements. This is the only way to build loyalty.

The internal search engine is an access channel much frequented by internet users. 50% of them use it to find the product they want. Its conversion rate is three to six times higher than others (source: Journal Du Net).

Choosing an innovative ecommerce search engine, based on next-generation algorithms, will allow you to satisfy your customers by giving them a new, personalised search experience. Pay particular attention to this means of increasing engagement and conversion on your ecommerce site.

Be daring; anticipate the future and chose the right search engine!