Online shoppers who can easily find what they want tend to spend more money. According to a recent WebLinc study, nearly 30% of online shoppers start each visit with a site search; if they can’t find what they’re looking for, they’ll quickly leave the site. The study also found that shoppers using internal site search deliver a 216% higher conversion rate and 21% higher average order value compared to customers that simply browse.
With so much riding on search, generating ‘no results’ pages can be disastrous to conversions. One of the best things you can do for your shoppers is to make it unlikely they’ll ever see this. Smarter search technology can help, but there are other steps you can take regardless of the type of search you’re deploying.
Find Searches That Are Returning Zero Results
The first thing to do is find out what searches are causing “no results” pages to display. There isn’t a report inside of Google Analytics by default, but there are ways to configure it to track this. Your search provider or shopping cart platform may also have a way for you to find this information. Are any of these searches happening in high volumes? If so, they need to be taken care of immediately.
Site visitors often use varied language to look for the same item – for example, pants and trousers; gowns and dresses; tee shirts and tshirts. You’ll want to program common synonyms into your search and/or shopping cart console.
Create Custom Results Pages for Common Misspellings
Online shoppers often make spelling mistakes (especially when using mobile search), and most sites can’t afford to lose out on sales or conversion opportunities due to the frequency of human error. According to a recent eBay analysis, among the most common misspellings are “shear” for sheer; “elegent” for elegant; “corderoy” for corduroy and “stripped” for striped. For common misspellings like these, organizations can…