A fantastic ecommerce website needs watching. You want to constantly monitor what goes on. If you ignore it and expect it to keep on earning you cash, then you’ll most likely be let down. Sometimes it’s the obvious things in […]
Sometimes it’s the obvious things in a website that get ignored. This includes the website search. It can let you know much about your traffic and may be used to enhance conversions — provided that you don’t ignore it.
In Magento you can record the searches done by your customers. It will show not just what phrases are used, but how many times they have been used and what pages were served up consequently. This is invaluable information. When you haven’t been looking at this advice, you should begin now. Magento also has the feature that lets you divert a search result into a URL. Thus you are able to induce an investigation to deliver a category page, a list of goods filtered by a layered navigation feature, or a landing page crafted to reflect the search term.
If your website has been operating for a moment, and you have never been analyzing this search info, then it’s probably better to clear out all of the old information and wait a week to find the latest data.
First sort the listing to find the most popular search terms used. This tells you exactly what your customers are searching for on your website. In a perfect world this would be precisely what it is you are selling and the search results will be just the perfect pages. In the actual world, however, it’ll be very different.
It’s possible that a number of the search terms don’t relate to what you’re selling. The visitors are looking for things that you don’t have. So why are you bringing these visitors? What’s on your website that has led these traffic to you from search engines? Applying these phrases on Google, where does your website appear on the outcomes? What pages has Google indexed, which it believes are related to these phrases? Studying this might help you adjust your website so that Google indexes your website using better phrases.
What are you going to do with these visitors? Currently you don’t sell what they are searching for, so they’re most likely to be leaving your website very soon once they receive the search results. You either begin selling these goods and hopefully convert a few of these visitors to clients, or should you not need to sell them consider redirecting the search results to a landing page which covers these products and contains links (rather affiliate links) to other sites where the visitor can get the product and you may acquire some money from your transactions.
It’s very likely that some of the popular search phrases used by your customers will be too general, and need additional investigation before you plan any long term change of inventory. For me, among the most popular search phrases was”18 inches.” Literally thousands of my search requests were “18 inches.” I sell action figures — mainly 5- or 7-inch scale amounts. I haven’t tended to market the 18-inch figures. They are costly, hard to send, and more likely to be damaged in transit.
However, seeing the interest in these products, I might consider selling them. But which ones? By making a landing page dividing out all the key kinds of figures, and using the Magento redirect search facility to this landing page, I can see where the traffic then go and see ranging from 18-inch figures I should inventory.
As soon as you’ve examined the search phrases that don’t relate to your inventory, you want to analyze those that do. The first thing a search term tells you is that your site navigation isn’t quite as obvious as you might think. The visitor has selected to utilize your site search instead of trawl through your menus. If the search term relates to something you sell a good deal of, then it really ought to be more clear on your menu structure the way to reach it. So use the search data to reassess your menu structure. What may be blindingly obvious to you might not be so clear to a lot of visitors.
The next thing to do is look at the search results. Nowadays people are accustomed to getting served great relevant results by the likes of Google and Bing. These search companies have spent billions in producing their calculations to create these relevant outcomes. Your search is not going to be that great. It is going to either exhibit too many goods, the wrong goods, or too many goods. It will rarely get it 100% right. This is where the Magento redirect comes into play. Where the results are incorrect or misleading, put in a redirect to a relevant group, or a listing of goods filtered by a vital attribute picked from the search term. If no such type or filter exists and it’s a favorite phrase, think about creating a category. This is letting the visitor help design your navigation.
Visitors using you site search are beginning a conversation with you. They’re asking you a question. They’re asking,”Would you show me your xxx?” It’s an excellent idea to listen to and show them as near xxx as possible.
As soon as you start doing this, and begin tailoring your search results to better answer the visitors’ questions, you need to check your own figures. Has your bounce rate improved? Do visitors stay longer and see more pages? Has the conversion rate gone up? Are you making more money? As with any change you do, you need to check to make sure it has really improved your position. Ecommerce is the long game. Do changes gradually and steadily and examine the results. In the long run, a continuous improvement is significantly better than trying to do everything at one time.
One last thought, if your search is throwing up a substantial number of misleading results, or too many hits, consider dropping your website search. This would force the people to use your navigation and navigate your website how you made it to be browsed. I did this years ago on one of my websites (before I used Magento) and the bounce rate went up slightly (as expected), but the conversion rate doubled and the average order value increased by 25 percent. This I set down to visitors really seeing related things, and also seeing different things to what they originally wanted but could do instead.
Obtaining a site search is an extreme step, and it wouldn’t work for many sites, but it may be worth testing.
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