Did you know that the first thing that 43% of users do when they visit a retail website is head to the search bar? And that customers who use the search function on a website are 2.4 times more likely to make a purchase than users who do not search?
A great site search engine ultimately improves business outcomes by ensuring that its search results are highly relevant. Various algorithms and techniques underlying site search engines aim to optimize relevance. One such technique is what is called dynamic boosting.
What dynamic boosting is
Dynamic boosting in search is the process of using an algorithm to automatically adjust the relevance ranking of search results in response to user behavior. It is a technique to improve search performance and efficiency by automating search ordering based on certain customer interaction data. It involves gathering data such as previous search queries, clicks, add-to-carts, and purchases and then using this data to build a model to determine which results should appear first.
The factors considered when determining search ranking include determining which results are most likely to lead to certain outcomes like more conversions, higher revenue and ultimately, more significant profits for each given query. Then this model is incorporated into the search ranking.
This approach can improve the relevance of the results while also providing a more intuitive user experience. For example, a search engine may boost certain results if a user has clicked on those more often in the past. Similarly, it may demote other results if a user has been unsatisfied with them. This allows search results to be personalized and tailored to a user's individual interests and needs.
Before diving into how dynamic boosts can be used, let's look at the key problems that dynamic boosting solves.
Keyword-based search is not a very accurate or effective way to search for content. It relies heavily on the user knowing exactly what terms to use to get the desired results. Sometimes, keyword-based search does not return content related to the topic the user is interested in. It often yields inaccurate or irrelevant results compared to searches based on a person's intent.
Search intent is essential when it comes to designing your website's search. By knowing what the user is looking for, a website can display results matching the search context. If the user has spent time searching for the best deals on an iPhone, search intent is recognising that they intend to make a purchase and displaying shopping results.
Unlike keyword-based search, which leads to less relevant results and sub-optimal business outcomes, dynamic boosting displays relevant search results first. This helps improve conversion rates since customers spend less time looking for what they want and more time making a purchase.
Two common modes in which dynamic boosts can be used
There are two ways in which dynamic boosts increase the relevance of search results for the searcher.
1. Record mode
The record mode boosts individual records that are popular for certain search terms.
For example, let’s say an author releases a new book that gained immense popularity. When searching for that author’s name in an online bookstore, search results might display all the books that the author has ever written. With record mode dynamic boosting, however, the smart site search will recognise the popularity of the new book and display it first in the rankings. This is to say, it recognises the context of the user’s search and boosts certain records dynamically.
2. Category mode
Similarly, category mode boosts a popular product category for the search terms entered.
For example, dynamic boost might recognise that certain clothing categories are more popular during certain seasons or the holidays. So when someone searches for a “dress”, it may boost the summer dress collection or the holiday season dress collection over the other dresses, depending on the context. Instead of seeing irrelevant results like woolen dresses in the middle of summer, customers will see the categories they are more likely to purchase from.
How dynamic boosting can also improve personalization
Dynamic boosting can do more than boost results relevant to search queries. It can not only take into account search queries but also various characteristics of the searchers themselves, such as location, age, and gender. Considering these characteristics, it can make the search results even more custom and personalized to match individual tastes. This enables a greater personalization of search results. The greater the personalization and relevance of the search results for each user, the more the chances that the user clicks on the ‘add to cart’ button, and the greater your sales potential.
Conclusion - Maximize sales with dynamic search boosts
Dynamic boosts can take your site search from ordinary to extraordinary and help customers find exactly what they are looking for easily and quickly. Ensuring that customers spend less time searching and more time shopping will lead to a better conversion rate and, ultimately, higher profitability for your company.
Zevi’s AI-driven search and discovery solutions can facilitate your online visitors’ search an browsing experience an intent-driven, easy-to-integrate search engine that helps boost engagement and sales. To find out how Zevi can help you, book a demo today.