Customers who use the search bar in an online shop usually have a clear goal. If the search does not find the right product fast, the visit is often over. Ecommerce site search, also called onsite search, is the search inside your own shop. It is a critical point on the way to a purchase.
This article shows what good site search should do, how search data helps you improve your range and content, and how to measure success. At the end, you find a short checklist.
Why product search in an online shop often falls short
Search in classic shop systems or in a CMS is rarely built around what users need. This is most visible with large ranges, for example spare parts, accessories or machines. Typical problems are:
- long search times because results are not well structured
- no filters for attributes such as availability, color or size
- no personal suggestions, even for returning users
- users leave when search gives no fitting result
- no systematic analysis of search data
What smart site search should do
Four functions make the difference:
- Autocomplete: Results appear while the user is typing. This saves typing and guides users to terms that really exist in your range.
- Smart filters: Users can narrow down the choice by attributes such as size, color or availability, without knowing the category.
- Personal suggestions: Suggestions are based on individual search behavior, for example for returning users.
- Search data analysis: Search terms and click paths are analyzed. They are the basis for improving your range and content.
The swoox Search App covers these functions.
Use search data: what search terms tell you about your range and content
Every search in your shop shows what customers expect. Four reports are especially useful:
- Search terms with no results: They show gaps in your range or missing synonyms.
- Frequent terms with few clicks: The results seem not to match the expectation. Check product titles, attributes and order.
- Click paths: They show which products users choose after which terms. They give hints for categories and navigation.
- Questions to customer service: Repeated questions like “Where do I find …?” point to problems in search.
Marketing, sales and product management can use the same data for their tasks. This is an advantage over single tools that only give reports to one team.
Data quality and systems: what search is built on
The best search logic does not help if product data is incomplete. A filter for color or availability only works if these attributes are maintained. This is why good site search is closely linked to your PIM system.
The swoox Search App can be connected to your existing CMS and PIM systems. The effort depends on the system. To see how swoox.io works with a PIM system, read the use case Pimcore & swoox.io.
How to measure the benefit
Before you change your search, note a starting value. Four figures are enough at the beginning:
- Share of searches with no results
- Share of searches that lead to a product page
- Users who leave right after the search
- Questions to customer service about finding products
After a few weeks, the comparison shows what the change has brought. This is more reliable than a general promise.
Checklist: is your site search ready?
- Does search find products despite typing errors and synonyms?
- Is there autocomplete with terms from your own range?
- Can users filter results by the most important attributes?
- Are the attributes in your PIM fully maintained?
- Do you check search terms with no results on a regular basis?
- Do several teams use the same search data?
Conclusion
Smart site search is more than a nice extra in an online shop. It connects user focus and efficiency: customers find products faster, and companies get data to manage their range and content in a better way. This pays off most with complex product ranges.
We are happy to show you in a consultation how the Search App fits into your system landscape. Book a consultation
Frequently asked questions
What is onsite search?
Onsite search is the search function inside an online shop. It helps customers find products in your range and gives you search data for improvement.
What is the difference between onsite search and search engine optimization?
Search engine optimization brings visitors to your shop through Google. Onsite search helps them find the right product once they are in the shop.
Do I need to replace my CMS or PIM?
No. The swoox.io Search App can be connected to existing CMS and PIM systems. The effort depends on the system.
