October 30, 2023

How to Use Site Search Analytics to Cater to Your Ecommerce Needs

Author imaage
Kiran Ramesh Hundaragi
Associate Growth Manager
Site search analytics for ecommerce

Businesses today must leverage every tool at their disposal to provide an exceptional user experience. One such tool is site search analytics, which allows companies to analyze customer search queries and behaviors on their websites, ultimately leading to a better understanding of customer needs and preferences.

By harnessing the power of site search and data analytics, businesses can enhance their marketing strategies and create a more personalized shopping experience, resulting in improved conversion rates and customer loyalty.

Site search analytics

Site Search Analytics - What it means and why it matters

What is Site Search Analytics

Site search analytics refers to the process of collecting, analyzing, and interpreting data related to user searches on a website. It involves studying the search queries that visitors enter into the site's search bar to gain insights into user behavior, preferences, and intentions.

Why it matters

By examining the search terms used, the frequency of specific searches, and user interactions with search results, businesses can gain valuable insights that inform improvements to their websites, marketing strategies, and ecommerce operations.

An important aspect of site search analytics is refining search results to better cater to user needs. According to a study, 20% of people who used search went on to refine their searches (submit another search), while 21% exited the website from the search results page. By analyzing user data and addressing the reasons behind multiple search queries and website exits, businesses can optimize their site search experience and increase user engagement.

Desktop conversion rates are another key consideration, as they are 2x higher for retailers with advanced search capabilities compared to those with basic search functionalities. In 2022, the most common site search key performance indicators (KPIs) were conversion rate from search, click-through rate from search terms, and eliminating searches that return zero results. By focusing on these KPIs and utilizing site search analytics, businesses can create a more efficient and user-friendly website experience that caters to customer needs, ultimately leading to increased revenue and customer satisfaction.

Customer Data Analytics - The Key to a Hyper-Personalized Shopping Experience 

Businesses can tremendously benefit from personalization involving using customer data to tailor content, product recommendations, and promotions based on individual preferences and browsing history. This type of personalization is critical to winning customers' business, as 59% of customers say tailored engagement based on past interactions is very important.

An example to understand this is Sephora, a leading beauty retailer, which uses customer data to offer personalized product recommendations and promotions through its Beauty Insider program. By analyzing purchase history and preferences, Sephora is able to provide a highly personalized shopping experience, which encourages customer loyalty and repeat purchases.

In addition to personalization, data analytics can provide visibility into inventory and product data, allowing businesses to make informed decisions on pricing, promotions, and inventory management, ultimately boosting profitability. Look at Walmart to see how it’s done. The world's largest retailer, uses data analytics to optimize its inventory management and pricing strategies. By analyzing sales data, customer preferences, and market trends, Walmart can make informed decisions about product assortment, pricing, and promotional activities, ensuring they meet customer demands while maximizing profitability.

Leveraging Site Search Analytics to Boost Ecommerce Performance 

Below are the five crucial steps you can take in order to leverage site search analytics for boosting ecommerce performance. 

1. Improve search relevance using predictive analytics and autocomplete:

Predictive analytics can be used to enhance site search by analyzing historical search data and user behavior to predict what customers are most likely to search for. Autocomplete, on the other hand, helps users quickly find what they're looking for by suggesting search terms as they type. Combining these technologies can significantly improve search relevance and customer satisfaction.

For instance, a fashion retailer can use predictive analytics to identify trending items or styles, and then use autocomplete to suggest these popular search terms to users, increasing the likelihood of a successful search.

2. Deep personalization:

By using site search analytics to gather insights on individual customer preferences, businesses can create a tailored shopping experience that is more likely to result in conversions. Personalized product recommendations, content, and promotions can be informed by user search data and browsing history.

With this in mind, an online electronics store can analyze a customer's search history for specific brands or product categories and present them with personalized recommendations or special offers related to their interests.

3. Combine advanced search with merchandising (search banners):

Integrating advanced search capabilities with merchandising techniques, such as search banners, can help drive customer engagement and conversions. Search banners can be used to promote specific products, offers, or content based on search terms.

For example, a sporting goods retailer can create a search banner promoting a sale on running shoes when users search for terms related to running or footwear.

4. Highlight or bury products depending on their performance (dynamic content and boosting):

Site search analytics can be used to identify high-performing products and strategically adjust their visibility in search results. This can be done by employing dynamic content and boosting techniques, which involve prioritizing or deprioritizing products based on factors like sales, inventory, or customer reviews.

Simply put, an online book store can analyze sales data and customer reviews to identify best-selling or highly-rated books and boost their visibility in search results, while deprioritizing low-performing items.

5. Collaborative filtering-based recommendations:

Collaborative filtering is a technique that leverages user data to make personalized recommendations based on the preferences of users with similar browsing and purchasing behaviors. By analyzing site search data, businesses can identify patterns and trends among groups of users and use this information to make more accurate recommendations.

For example, an online movie streaming service can use collaborative filtering to recommend films based on the viewing history and preferences of users who have similar tastes, improving the likelihood of a positive viewing experience.

Conclusion - Site search analytics are a goldmine for delivering unmatched shopping experience

Harnessing the power of site search analytics is essential for businesses looking to optimize their ecommerce performance and provide a personalized shopping experience. By implementing strategies such as predictive analytics, deep personalization, and collaborative filtering, businesses can better understand customer needs and preferences, leading to improved conversion rates and customer loyalty. By continuously analyzing site search data and adapting your strategies accordingly, your business can stay ahead of the competition and cater to the ever-evolving needs of your customers.

Don't miss out on the opportunity to boost your ecommerce success. Experience the power of AI-powered site search and analytics for yourself by trying out Zevi's demo today. Click here to request a demo and discover how Zevi can transform your business through data-driven insights and personalized customer experiences.

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