9TH MARCH 2022
Do users that use a website internal search always manage to find what they are looking for?
Based on our experience in the e-commerce field, providing users an answer consistent with their searches is a very easy,yet crucial concept.
Usually, a user landing on a website is interested in the items sold on it, and therefore prone to conversion: facilitating their internal search is essential, in order to streamline their purchasing process.
But how can we do that?
The purchasing process can be streamlined by optimizing internal searches concerning the brand and the related industry sector.
We have gathered some tips and best practices, to optimize the internal search on Salesforce Commerce Cloud (SFCC). Differently from other resources, SFCC is equipped with native tools that can help you analyze and optimize internal searches, without the need for a system integrator.
BENEFITS FOR THE USER
BENEFITS FOR THE BRAND
When optimizing the internal search, keep in mind the following goals, to guide this intervention and make it effective and correct:
For those brands using Salesforce Commerce Cloud and all the native tools that this platforms provides, the internal search optimization process can be set on 4 different steps:
1. ANALYZE INTERNAL SEARCHES
Salesforce Commerce Cloud provides tools and dashboards to analyze the internal searches, and the option to establish the analysis time and obtain the related data in a clear and functional format.
Data provided by the platform will help you identify:
An accurate data analysis on the internal searches made by users (with and without results), helps to identify possible opportunities for optimization and intervention:
SEARCHES WITH RESULTS
SEARCHES WITHOUT RESULTS
2. DEFINE OPTIMIZATION TO IMPROVE SEARCHES
The analysis output consists in defining the searches you can optimize and in identifying the most suitable tools, among those made available by Salesforce Commerce Cloud.
3. IMPORT CHANGES IN THE SEARCH DICTIONARY
Following the definition of the issues that weaken the search and the opportunities for optimization, you need to work in a timely manner, using the tools made available by Salesforce Commerce Cloud. Here is a list of tools that can be used to optimize the internal search, available on the platform. Each tool is designed to solve one or more specific issues:
4. ANALYZE THE CONVERSION RATE EVOLUTION AFTER OPTIMIZING THE INTERNAL SEARCH
After analyzing and defining the interventions to be made, and optimizing the search dictionary, the final step is defining how effective the improvements you made are.
In order to measure the effectiveness, Salesforce Commerce Cloud provides tools that can compare the conversion rate generated by internal searches in different periods.
This helps you compare the pre-optimization status with the post-intervention, in a quick and effective manner! 😊
By analyzing data collected on field, in a real case of internal search optimization for a brand in the Fashion industry, we were able to observe tangibly how this kind of intervention can generate a significant Conversion Rate growth.
The estimated value of the optimization carried out on the internal search is equal to 21% revenue.
The calculation method to estimate this data is the following:
1. We compared the Conversion Rate variation for those users who resorted to the internal search, compared to the same period of the previous year
2. In order to exclude any external influences that might alter the data, we calculated the revenues actually generated by the Internal Search (using their CR)
3. Lastly, we compared this data with the revenues that would have been generated if the CR of the entire site would have naturally increased.
The estimated +21% growth is the difference between the revenue actually generated by the internal search, and the revenue that would have been generated if the conversion rate followed the natural website’s variations.
Download our reports, containing these and other tips!
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