Report β€’ 06.09.2021

The gateway to the online store: Optimizing the search in e-commerce

9 steps towards a user-friendly webshop search

Consumers who type search terms into the appropriate field on websites or in online stores are often interested in specific products and ready to make a purchase. This is a potential that you should not leave unused. That's why optimizing the search function in your online store or on your website is a top priority.

We have collected nine tips on how to perfectly align your webshop search with the target.

1. Empty result lists πŸ” Inspire your consumers

Of course, it happens with searches – especially very specific searches – that the results list is empty. You should not leave your customers alone on this empty page though. If you can make offers based on the current search term on how searchers can get results, you reduce the bounce rate and offer further inspiration: you can make suggestions on how the search can be expanded leading to more results. Or you can refer to current offers, product categories, new products or similar products to what is being searched for. The more you can personalize these suggestions based on search history, the better.

2. Filtering πŸ” Refine the search

Sophisticated filtering options are becoming increasingly important in e-commerce. Most consumers lack the patience to scroll through a list of results with 50 or more entries. For many of them, part of an outstanding online shopping experience is being able to search very specifically for their exact requirements.

Depending on the product category, such as electronics, furniture, food or fashion, different filters are therefore very useful. Generally speaking, in addition to rating, price, model and brand, information such as size, color, availability (both online and in-store), (no) shipping costs or special offers can also be of interest to customers.

Gallery: Filtering and sorting options in a webshop

3. Sorting πŸ” Prioritize search results

The same applies to the option of being able to sort results in the list. Sorting by price and rating are absolutely standard. But are there other sorting values that make sense for your offer? For example, fast delivery time, newest products or local proximity?

4. Scope of the results πŸ” Help consumers to orient themselves 

For those searching, it can help to see how many results their search has returned. This leads to further action options: Do I need to narrow my search further or rather broaden it? Can I get a quick overview of the results?

It may also be worthwhile to offer website users the option of how many results they would like to be displayed per page before they click to the next page in the list.

5. Mobile optimization πŸ” Consider the search on smartphones or tablets

The mobile optimization of websites, online stores and features is a topic that no site operator can avoid in the long term. Google and other search engines penalize poor usability and loading time of mobile pages. Try it out for yourself: How convenient is the navigation of the mobile search via touch? Is the layout clear on the smartphone?

Drei verschiedene Suchfelder aus Webshops
Source: Screenshots iXtenso

6. Usability πŸ” Make the search easy-peasy

The most important thing: When wanting to search in a webshop (and on the website), consumers should not have to search for the search feature. Make sure, you have an easily recognizable search field, usually placed in the top right or top center. An icon of a magnifying glass has become established as an internationally comprehensible symbol.

An absolute no-go: It is not uncommon for users to have to manually delete text suggestions in search fields that are intended to clarify the function and provide a stimulus – unnecessary and annoying. Make sure that this text suggestion disappears on its own as soon as users click in the search field.

7. Autofill/Autocomplete πŸ” Give your customers suggestions

Autofill or autocomplete features, i.e. the automatic completion of a search term with several suggestions, has three main effects: Firstly, users save time, secondly, typing errors are avoided and thirdly, retailers can use it to inspire consumers and present their product range.

Gallery: Search suggestions in web stores

8. Synonyms πŸ” Understand search intentions

Think not only about how YOU call your products, but also about what (new) customers might be looking for. For most terms and things there are synonyms or paraphrases. Make sure that your search solution is optimized for this.

Add synonyms and descriptions to your product or category pages and you might win over some people who are helplessly wandering around the World Wide Web via organic search and search engines.

9. Questions and keywords πŸ” Collect those who seek

Of course, customers mainly search for products when they search in an online store. But who hasn't accidentally or intentionally entered a keyword there, hoping to find an answer faster than by clicking through the menu? Consider whether it's worth including FAQ information or other subpages of your website in the list of results for certain keywords such as "returns" or "shipping".

The goal: Conversion, conversion, conversion

Even if not every insight can be turned into gold: Search queries and the subsequent online behavior of users can tell you a lot about your (potential) customers.

  • What products are they looking for?
  • Which products do customers have specific ideas about?
  • At what point are searches aborted?
  • Which searches lead to purchases?
  • After which search queries is the bounce rate particularly high?

Don't let this knowledge go unused and analyze the data you generate. Based on this, you can derive valuable insights for your assortment or marketing strategy. And in the best case, this will lead to a real increase in sales.

Author: Julia Pott

related articles:

popular articles:

Thumbnail-Photo: Cash versus cashless: payment attitudes of European consumers...
06.05.2021   #coronavirus #smartphone

Cash versus cashless: payment attitudes of European consumers

Contactless payment methods are gaining importance, but cash has not yet been written off

In 2019, the European Central Bank (ECB) conducted a study on the payment attitudes of consumers in the euro area. The study called SPACE assesses consumers’ use of cash and non-cash payment instruments at the level of each participating euro ...

Thumbnail-Photo: One-third of consumers will increasingly use buy online, pickup-in store...
13.04.2021   #coronavirus #services

One-third of consumers will increasingly use buy online, pickup-in store services

Consumer surveys on order pick-up preferences and BOPIS

The global pandemic has drastically changed consumer behaviors – most notably, the way in which we shop. In fact, U.S. ecommerce sales increased more last year than they have in the past two decades – and Buy Online, Pickup In-Store ...

Thumbnail-Photo: Livestream shopping: the sales channel of the future?...
03.05.2021   #e-commerce #mobile shopping

Livestream shopping: the sales channel of the future?

Interview with Alex von Harsdorf, Co-Founder and CEO of LIVEBUY

In Asia, and especially in China, livestream shopping has already been widespread for years. 10 percent of e-commerce sales are generated via livestream shopping, and experts predict that this share will rise to at least 25 percent in the near ...

Thumbnail-Photo: No business intelligence, no future
05.04.2021   #brick and mortar retail #data analysis

No business intelligence, no future

Why retailers should bet on data intelligence

Online store operators can track their visitors "at every click".  Many brick-and-mortar retailers, on the other hand, don't know much about their (potential) customers. Yet all industry experts agree: data is worth its weight in ...

Thumbnail-Photo: Retail as powerful stream of revenue
22.07.2021   #online trading #e-commerce

Retail as powerful stream of revenue

Influential media organizations to partner with retailers

The COVID-19 pandemic has created synergistic opportunities for media and retail companies, as consumers find themselves spending more time online. Large online media and entertainment organizations are now partnering with retailers to provide ...

Thumbnail-Photo: New type of pedestrian drive
14.06.2021   #e-commerce #customer satisfaction

New type of pedestrian drive

Carrefour partners with La Poste to launch the Pickup drive

Carrefour has teamed up with La Poste via its subsidiary Pickup to create a new nationwide partnership to launch a new Pedestrian drive business model. Henceforth, customers will be able to visit “Pickup drives” to access several local ...

Thumbnail-Photo: Exploring fashion in a different way
17.06.2021   #sustainability #fashion

Exploring fashion in a different way

Museum Pass holders can visit the Fashion for Good Museum in Amsterdam for free

Museum Pass holders can visit the Fashion for Good Museum for free – good news now that all museums can physically open their doors again! After the registration with the Museum Register at the end of last year, the registration with the ...

Thumbnail-Photo: Employment situation in the U.S. in June 2021 due to Corona pandemic...
20.07.2021   #brick and mortar retail #retail

Employment situation in the U.S. in June 2021 due to Corona pandemic

Worse numbers compared to pre-pandemic level but recovery is in progress

Total nonfarm payroll employment rose by 850,000 in June 2021 compared to May, and the unemployment rate was little changed at 5.9 percent, the U.S. Bureau of Labor Statistics reported. Notable job gains occurred in leisure and hospitality, public ...

Thumbnail-Photo: Attracting passers-by, not influencers
27.05.2021   #digital signage #POS marketing

Attracting passers-by, not influencers

How to attract customers with content marketing and digital signage at the point of sale

You think modern content marketing on digital screens at the point of sale (POS) is reserved for big brands and not for small retailers? Not at all, says Nils Drosin, Co-Founder and CEO of 4Dmagic. He is convinced that if retailers use their ...

Thumbnail-Photo: Benefits of investing in physical stores
28.06.2021   #e-commerce #brick and mortar retail

Benefits of investing in physical stores

The role of physical stores for selling "deep" products

Researchers from Colorado State University, Amazon, and Dartmouth College published a new paper in the Journal of Marketing that examines the role of physical stores for selling "deep" products.The study, forthcoming in the Journal of ...


Navori Labs
Navori Labs
Rue du lion d'or 4
1003 Lausanne
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 SchΓΆnkirchen