eCommerce site search data is rich enough to provide valuable insights on customer behavior and can be strategically applied to get the most out of your marketing campaigns.
In this post, I’ve shared 7 interesting ways to apply to your internal site search data to supplement your marketing & merchandising campaigns and improve the overall search experience.
7 ways in which eCommerce site search data contribute to growth are:
- Improve Paid Search Campaigns
- Improve Email Marketing Strategy
- Refine Search Result Accuracy Using Synonyms
- Improve Recommendation Strategy
- Build Custom Landing Pages
- Product Research and Pricing Strategy
- Merchandising Strategy
1. Improve Paid Search Campaigns
For an effective paid search campaign, you need to choose the right keywords. Site search data will help you understand popular keywords your customers are using to search for products. Using those particular keywords in your paid search campaigns, you will likely have a higher clickthrough rate and a greater ROI. This will significantly drop your paid search visitor’s bounce rates, increase page views, increase product discovery, and ultimately conversions.
For greater insights on keywords found through site search data, you can run the search keywords on one of the AdWord tools such as Keyword Discovery or Google Keyword Tool. This will give you more information on the keywords such as competition, bid, budget, and new, related keyword ideas.
2. Email Marketing Strategy
To develop a deeper relationship with customers, eCommerce sites send numerous emails that inform them about various offers and deals. The problem lies in the fact that this data is not personalized to reflect the preferences of all customers, and these emails are essentially a hit or a miss. Customers often disregard such mails and even the brand.
Then, the question here is, how can a merchandiser craft messages which is relevant to the receiver?
In this scenario, site search can help merchandisers craft highly targeted messages that will entice the customer to open the email and subsequently click through.
You can personalize emails by using extremely relevant information related to a unique user. For instance, using a subject line that has the recipient’s previous search term when they last visited your website or mentioning an exciting offer related to one of their recent search terms can significantly improve the performance of these emails.
3. Refine Search Result Accuracy Using Synonyms
When a visitor searches for a product on your site and finds relevant results, he will likely convert and return to your site again. However, what happens when a user finds irrelevant or no results for a search query on your site? Especially when you actually stock products that the customer was looking for.
For example, if a customer searches for ‘cradle’ and your product catalog lists all cradles as ‘cribs,’ he will get irrelevant or no results for his query, which may prompt him to exit and try a competing site.
In this scenario, synonyms can help bridge the gap between the customer’s intent and your search results. You can use site-search data to analyze search queries and identify synonyms for various products. This will show consistent results for queries that have similar meanings and avoid confusion.
4. Improve Your Recommendation Strategy
Site search data can help you identify top-selling and trending products under different categories based on popular search queries. Merchandisers can use this information to deliver highly relevant recommendations.
As a merchandiser, this allows you to understand popular categories, brands, and products and use this intelligence to merchandise your recommendation widgets better. This can be particularly useful for widgets like ‘Best Selling,’ ‘Trending Products,’ ‘More like these’ etc. This is a great way to personalize a customer’s shopping experience.
5. Build Custom Landing Pages
A customized product landing page is an effective way to increase traffic for an eCommerce site if created for the right keywords. Building landing pages require marketers to pinpoint popular keywords.
In this case, site search data can be a prominent deciding factor for recognizing the keywords you need to create landing pages for. One way to do this is to analyze the data to understand which products do well in a given season or which products have the maximum search queries. You can also consider similar use-cases depending on the nature of your business.
For an eCommerce retailer, a typical example could be to create a landing page for Spring Summer Collection, something which Asos has done very well.
Creating landing pages for zero results pages is a great way to reduce bounce rates. Based on your site search data, identify queries that throw up zero search results and create landing pages for them.
A great example here is if you don’t stock a particular brand. Still, you do stock similar brands – creating a custom landing page showing similar brands can help improve the user experience and prevent your customers from bouncing.
6. Product Research and Pricing Strategy
Site search data can help you to discover which product works well for you. You can use this data to find what percentage of your customers are searching for products you don’t own stock. If the number is significant, you can consider adding stocking those products.
Pricing strategy is another aspect that can bring a significant difference to your company’s revenue. By using site search data, you can identify the price ranges your customers are looking for. For instance, if your customers search for low-priced phones, it may prompt you to lower prices or offer discounts to improve your conversions.
7. Merchandising Strategy
eCommerce Site search data is of great value to merchandisers in understanding users’ intent and identifying which products have a huge demand. Based on frequent searches, merchandisers can boost products of that category, brand, or price range.
Merchandisers can also add banners on search results pages based on on-site search data to promote a particular brand, trend, or price range.
Explore your site search data to get more insights that can help you improve your marketing strategies and cater to your customers more efficiently.