Two-and-a-half Ways to Use Search to Avoid Site Abandonment

dead cart

Site search is only the first step toward conversion. When consumers eventually establish a connection with you, they have to be able to quickly locate the products they desire and navigate a path to checkout.

BUT THAT’S ALL A BIT RUBBISH – they want to feel special, loved, like thet are getting a deal – and have an easy checkout experience.

Shortening the journey from want to get

Any barriers to sale (pricing, product comparison, product information) can be ruinous since websites are one-dimensional and unable of providing traditional retail responses, like a salesperson can, to customer concerns – so why not use a multi-channel tool so connect them to an agent?

If all consumers performed online product searches exactly the same way, (snorting laughter at ebay incs x-commerce ‘fabric’) Instead of guessing about search terms. So make sure your product variations and tags fit amazon, google, ebay etc exactly.

Everyone shops differently, search engines perform billions of search queries each day based on each consumer’s unique terms and search preferences. They are getting much better at this – but you need to keep on top of the changes to alogrithms.

As a retailer you will live with the constant fear of shopping cart abandonment – the very real possibility that shoppers will visit their site, participate in the online shopping experience and then ultimately abandon their cart.

Average cart abandonment rates hover around 65 percent and can surge even higher for mobile commerce sites. However, many retailers often overlook an even larger looming issue in the abandonment realm.

Check out how dotmailer can help you get these customer back, engaged and keep them coming back, using email

dotmailer

Onsite tools I’d reccomend include VE Interactive – and my mate Remy can helpp you here!

The Problem of Site Abandonment

Although most eCommerce brands and retailers are extremely sensitive to the impact of cart abandonment on overall revenue and conversion rates, significantly fewer retailers are concerned about site abandonment.

Most times this is due to lack of a search bar or personalisation (you should be collecting your customer and visitor data). Sites that lack a search bar report an average 35 percent site abandonment rate and site visitors view just four pages per session. By comparison, providers that feature an on-site search bar report a much lower site abandonment rate (5%) and site visitors view an average of 13 pages per session.

While it’s helpful for eCommerce retailers to identify strategies to minimise cart abandonment and to reconnect with shoppers after they walk away from their carts, it’s even more important for eCommerce brands to develop a strategy that addresses the problem of site abandonment.

Why? Because it’s impossible to track and convert customers with reminder campaigns who leave the site without at least placing an item in their online cart. This scenario leaves you with virtually no connection to the shopper.

My cart died
My cart died

OR IS IT?

This is a myth, you can ise many tools to get them involved, popovers offering discounts, coookies and even social date – check out my other blogs for tips and tricks.

Leveraging Search to Reduce Site Abandonment

Site performance is a core driver of eCommerce success. Across the board, eCommerce websites that present first-rate user experiences, optimized conversion paths and other enhanced features outperform sites that fail to strategically combat performance-related obstacles.

By targeting reductions in site abandonment rates, eCommerce retailers can significantly improve site performance by ensuring that larger numbers of consumers participate in the online shopping experience. Site search plays a central role in mitigating site abandonment and can be leveraged to deliver new life – and more conversions – to your eCommerce site. Here are three ways to reduce site abandonment using search:

Intelligence Features & Functions

Semantic search isn’t the only application for intelligence features and functions in an optimized eCommerce strategy. There are many other tools, including auto complete and algorithms, which leverage intelligence functions to reduce site abandonment by providing shoppers with faster and better search results.

My friends at SLI commerce are well worth looking at in this regard.. see here

sli

Many eCommerce merchants mistakenly limit their view of auto complete as a user resource that completes fragmented search queries. But the intelligence capabilities of a full-bodied search platform should enhance the search experience even further by delivering images of products and other content as part of the auto complete function.

Likewise, search algorithms can be used to improve product pairings associated with the customer’s desired products.

The best site search solutions are designed to improve the intelligence function with usage. As more site visitors use the search engine, it should become smarter and more accurate – automatically adding synonyms or adapting algorithms based on customers’ historical on-site behaviours.

Use Search to Improve Cross-Selling Capabilities

It’s not uncommon for customers to search for products that are out-of-stock or items not contained in your eCommerce catalog. In a brick-and-mortar context, the usual response to unavailable product requests is for a salesperson to cross-sell, moving customers to similar products rather than watching them leave the store. With the right tools, it’s possible to perform a similar cross-selling maneuver in an online shopping environment.

In eCommerce, landing pages can be effective cross-selling tools. When customers search for products that are unavailable, they are automatically presented with a landing page that contains messaging about similar product options, e.g. “Customers who bought this product also bought X, Y and Z,” as well as enhanced content for alternate product options.

Although most cross-sell functions deliver results based on prior searches, the most accurate cross-sell results originate from search engines with custom algorithms. These algorithms give the platform visibility not only to previous orders, but also to the entire product catalog.

The measurable benefits of algorithmic landing pages and other search-based, cross-sell features are reduced site abandonment rates and increased conversions. Rather than overwhelming customers with a large volume of unrelated product choices, these features deliver only related product options, significantly improving the likelihood that shoppers will convert on cross-sell suggestions.

Monitor with a Live Website Analytics Tool

Live analytics are valuable resources for monitoring and evaluating shoppers’ on-site behaviors. The best analytics tools allow you to create heat and click maps that show what site visitors are viewing and clicking on your eCommerce website in real-time.

In the brick-and-mortar world, retailers modify their selling strategy or the customer experience to accommodate real-time changes in customer preferences and shopping behaviors. But in eCommerce, merchants often find themselves behind the process. Instead of modifying the shopping experience to stem the flow of customers away from the site, online retailers often struggle to win back customers after cart or site abandonment has already occurred.

The real-time element of live analytics is important because in addition to improving your understanding of the ways customers interact with your website, it provides the information you need to rapidly modify the online customer experience. Ideally, these changes will result in short-term and long-term wins to your site in the form of increased customer engagement and lower site abandonment rates.

Increasingly, eCommerce merchants are realizing that site abandonment can be just as devastating as cart abandonment, especially when it comes to conversion rates and overall site performance. But by strategically implementing search-based solutions, eCommerce retailers can decrease the incidence of site abandonment by providing customers with substantially enhanced online shopping experiences.

The small business consultan
The small business consultan

Contact me directly for my consultancy services, or just some direction to people who can help

tclementson@postmaster.co.uk

@itsclem (twitter & skype)

http://www.tiny-business-solutions.co.uk

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