ecommerce site search – Factors driving conversion to product views
Posted on October 14, 2017 by
Having an intelligent site search engine like Tagalys by itself is no silver bullet. The engine has to be used by visitors, only then can it analyze data and continue building intelligence to deliver the results expected of it. So what drives conversion or CTR to view products, besides the search itself
Design of the Search Box
Post integrating an intelligent search engine, retailers should make a change in design to ensure visitors coming back take notice of the design change, calling them to try the new search functionality.
Call to Action buttons
Now that you have made a change in design, it has been proven that unless a distinct call to action button is used to trigger your visitors click behaviour, they are still less likely to search and maximize the usage of the engine.
Facets & filters
Always ensure the search results have the most relevant filters to allow your visitors to quickly drill down. This is important, cause on mobile devices they are likely to view 2 to 4 product impressions per screen. Even if your catalog has less than 50 products per category, that could take 10 page scrolls to full view. Also filters also help visitors find products that may not be visible easy to group together. For example, products priced between $25-$50, or fabric = Red, Only full sleeves etc.,
You do not need to have all possible sort options, but some of the basic must haves are Price: High to Low, Price: Low to High, New Arrivals. The rest are optional like Name: Ascending/Descending, Sort by Brand name etc.,
After having all these in place, you have to review the analytics on a weekly/monthly basis looking at rolling averages, to see if you are making progress to metrics like searches/visitor, product views per search session, click depth etc.,