Supercharge Your Search Part 1 - Analysing Customer Activity

September's top CRO Edge-estion

Customers are impatient and don’t want to look for needles in a haystack. Optimise your search so it’s relevant, fast and obvious to watch your conversion rates soar.

Users utilising store search are 2.4 times more likely to place an order. More to say, people who use the search in online stores spend 2.6 times more than those who don’t.

Your search is not only a great tool to boost your conversions but a constant stream of real-time customer research. You essentially have a focus group automatically telling you what is most important to them 24/7.

Magento by default has a tool in your admin to analyse how customers are using your search. Simple go to Marketing > Search Terms

Here you can see an example from a clothing store:

The highlighted sections show you huge areas of wasted potential. If we analyse the results in the table above you could make some changes to help get customers to see what you do have, rather than what you don’t. In this case, it looks like customers are searching more by brands than they are by categories. Adding a brands section (or enabling the brand attribute to be searchable) will help get your customers to what they want. Quite often, you will also discover products that are worth adding to your inventory based on common search terms with zero results.

Just ask and we can easily provide an export of the most frequently searched terms with zero results for you to look through.

Finally, have you often wondered how your users are navigating the site and how many customers use your search vs your menu? We can set up events in Google Analytics to monitor this for you.

Now that you have got some great real-time customer data we will discuss in our next article how you can improve & optimise your search, search results and search suggestions.