Drive More Revenue Through On-Site Search & E-Merchandising

Oct 18, 2016

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A good on-site search experience is arguably one of the most important capabilities of an e-commerce website. It doesn't matter if you're B2B or B2C: if your products are hard to find, customers are going to go elsewhere. If they're easy to find, and the rest of the experience is good, you'll have them coming back time and time again.

With today's changing customer expectations, the need to deliver a highly relevant and personalized search and browse experience has created new opportunity to increase sales. 

The great thing about having a virtual store is that it makes it easy to offer thousands of products online without having to worry about stocking them on store shelves. The challenging thing is that hosting thousands of products on your website can complicate what it takes to deliver relevant search results. 

E-commerce website owners can’t afford to underestimate the importance of site search, and how it can increase online and offline sales while improving the customer experience. As growth in online shopping continues, it’s getting more and more difficult to stand out in the crowded competitive landscape.

Five Reasons E-Commerce Site Search Matters

  1. Site search accounts for over 30% of all website activity
  2. Over 40% of users who purchase anything on an e-commerce site use site search
  3. 80% of customers will abandon a site after a poor site search experience
  4. 95% of users will never go past the first page of site search results
  5. Visitors who utilize the auto-complete search feature with thumbnails are six times more likely to convert from a visitor into a buyer.
Bottom line: a great site search experience leads to higher conversions and more sales.

What about E-merchandising? 

Unlike traditional campaign-based merchandising, e-merchandising adds the important element of context into the customer experience. E-merchandising tools enable web merchandisers and marketers to leverage proven machine-learning technology to dynamically target promotions and product recommendations and even navigation based on real-time shopping behavior of individual visitors.

In a nutshell: e-merchandising tools are as close to a crystal ball for online shopper behavior. It’s a merchandising approach that creates a balance between shopper intent and the technology required to deliver a personalized experience.

Why is E-merchandising Important?

Product recommendations are a proven way of increasing revenue, conversion rates, and average order values. It’s not uncommon for online retailers to report that between 2-5% of total website revenue can be attributed to product recommendations. Powerhouses like Amazon have indicated that between 20-35% of their total product sales result from product recommendations.

According to a study by MyBuys and the E-Tailing Group:

  • 40% of the respondents said they buy more from retailers that personalize the shopping experience across channels.
  • 41% would buy more from retailers that send them personalized emails.
  • 39% buy more from retailers that personalize web recommendations.

Bottom line: Retailers that personalize the shopping experience across channels are seeing an increase in engagement, sales, and customer satisfaction.

The Hawk platform has come a long ways since 2012 when our focus was on creating the best e-commerce site search engine in the marketplace. Over the past four years the team has taken the Digital Experience Suite to new levels and e-merchandising is the word that now defines Hawk. 

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