Tips to Use Intelligent Site Searches to Improve Conversions

29⁰⁵
2019

With the internet comes access to an abundance of information in just a few seconds. Consumers want search results quickly, and often will find the answer they seek in a short amount of time. That is if they use the right terms. The ease of searching on Google and other high performing search engines is something consumers expect all e-commerce website to supply as well. The on-site search function can help them find what they’re looking for in a snap. To help your e-commerce site improve its search performance, here are four tips that are sure to boost your site’s conversion rates.

Match Keywords to Content:
To ensure that your customers get the most relevant search results, keywords should be matched to product names rather than descriptions. Google analytics can help you in determining the most relevant keywords for your product group. Doing this ensures that singular and plural word styles are included within the search results. For product names, in particular, use exact matching for when the customer knows exactly what they’re looking for and can find it quickly.

Take Advantage of Synonyms:
Google analytics is a more valuable tool than you might think. It will show you alternate names and ways of spelling words that users commonly search. The use of synonyms aids in producing search results 100% of the time. There are a few different types of synonyms that can be used, including Group synonyms for multiple words with identical meanings, and one-way synonyms for trigger words. Searching for “tablet” for example will provide you with products from different companies, but the reverse of a search for “iPad” will only give you product-specific results. When used properly, synonyms can greatly improve user experience.

Use Fuzzy Matching with Caution:
A flexible version of keyword matching, fuzzy matching allows works that are a few characters away from a specific keyword to make an appearance in e-commerce search results. This can include, extra characters, missing characters and letters that have been mixed up. This means that shoppers who misspell a word will still see relevant search results. Businesses who enable fuzzy matching under the assumption that customers will get accurate search results are usually mistaken. Instead, it leads to false positive and irrelevant results. It’s best to use fuzzy matching for names rather than description fields, as it will decrease the chances of false matches from showing up.

Clean up Your Catalogue Data:
Your spreadsheets should include more information than simply the name and a brief description of the product. If you’re running an online clothing store, for example, then you’ll need details that include the specific sizing and dimensions of the clothing items, not just labels displaying small, medium and large. In addition, any product descriptions optimized for SEO probably won’t work for on-site searches, which is why the information needs to be separated into different fields, with only the most relevant ones accessible to on-site searches.

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