Improving Shopper Experiences by Understanding On-Site Search Behavior

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Ideas and Strategies for Real-Time Personalization
Improving Shopper Experiences by Understanding On-Site Search Behavior

April 28, 2016 by

If you have an e-commerce site, a sizeable portion of your traffic probably uses your on-site search function to find products. By searching for something specific, these shoppers are providing you with valuable information, telling you what they are interested in and what they intend to do on your site.

Yet most e-commerce sites today will bring a visitor to a search results page, but not incorporate that data anywhere else in the customer experience. How can you leverage this useful nugget of information? Here are some ideas of how you can use on-site search in the rest of the customer’s experience.

1. Personalize Product Recommendations

You can use the data that you gather from on-site search to better inform the product recommendations that you make across your website, on your homepage, within the search results screen itself, or even within a visitor’s shopping cart.

Since your shoppers are telling you what they want, you can incorporate these products, brands, categories, price points, etc. into your recommendations across your site to ensure that visitors find what they’re looking for.

2. Create Tailored, Interest-Based Content

Are you reviewing and updating your blog or content strategy for your e-commerce brand? You can use your on-site search data to better understand your shoppers’ interests—and then use that information to direct your content creation process.

Let’s say that you’re publishing a series of buying guides, for instance. How do you know what products to include? Take a look at your on-site search activity to see what products shoppers are seeking out—and which search results are sparking the highest click-through rates.

3.  Streamline Support Operations

Running live chat software on your website? Or looking for ways to provide better training for your call center personnel? Share your search data and corresponding analysis with the people covering your support line and live chat to better enable customer operations and to better inform the support content you produce. When your support staff understands what shoppers are trying to accomplish, they can provide better assistance.

4. Use On-Site Search Data to Inform Re-marketing

It’s important to use on-site search data to target shoppers in the moment, based on their intent. But e-commerce marketers can use search data to better inform follow-up marketing campaigns as well, such as in follow-up email campaigns or retargeting ad campaigns on Facebook or Google search. Using search data, marketers can go beyond just showing specific products their audiences are browsing and instead provide engaging content based on the search term.

Re-engaging your shoppers across channels ensures that they won’t forget about your company. Your on-site search data can help you identify value propositions that your shoppers will find compelling.

Final Thoughts

Your search data can help you create a more tailored on-site experience for each shopper. In addition to learning about your shoppers, you can increase user engagement and average order values. Give your on-site search capabilities the exploration and optimization that they need to bring your company more value.

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