A company’s website is a critical factor in differentiating from competitors. Your site is a window into the style, personality, and mission of your company, and the experience visitors have is a big part of that messaging. But is every feature of your site conveying your message as well as you’d like?
Of all the traffic to your website, 43% will begin their journey by using your site’s search bar. Keep in mind these three questions to make sure your visitor’s encounter with your search function helps establish your site as a source of an excellent customer-first experience.
- Are you meeting your visitors’ expectations?
E-commerce is by no means new, and your visitors have come to expect a good search experience. If a query returns a large number of results, your customers will need to be able refine and filter the products that are shown effectively. One of the easiest ways to drive potential customers from a website is to make it difficult for them to find the items that they need. This is one reason that a powerful and intuitive site search solution can have a dramatic effect on conversion rates and user experience.
- Is their experience intuitive?
If a visitor switches from browsing via your category navigation to searching for a specific term or vice-versa, the transition from one shopping method to the other needs to be a smooth one. In a world where time is money and instant gratification is plentiful, any second a potential customer spends figuring out how to find what they need is a second they could choose to visit a competitor’s site instead. A cohesive, intuitive experience across all shopping avenues on your site will keep your visitor’s attention where you want it—on your products.
- Is your site recommending the right products and the right related products?
While 61% of B2C customers and 94% of B2B customers research online before making a purchase, 84% of Americans still admit to making impulse purchases. Recommending products is an excellent way to target your visitors’ desire to buy items on impulse, and upsell and cross-sell to them. Sites that offer useful and relevant product recommendations are rewarded with higher conversion rates and an increase in average order value.
The search bar is an incredibly small part of page design, but it’s enormously important in determining a visitor’s encounter with your site. It could be satisfactory, or your site search could be the beginning of perfect, tailored, effortless experience that will stand out in any crowd of competitors.