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Pesquisa do Site de E-Commerce: Práticas recomendadas do ASOS

Se você vender mais de um produto em seu site, Você realmente deve considerar o uso do site pesquisa.

Desta forma, as pessoas têm uma chance muito melhor de encontrar o tipo de produto que eles procuram.

A única coisa que é, simplesmente ter o site de busca em seu site de e-commerce não é suficiente.

You also need to think about how you use your optimize your site search to get the most out of it.

Neste post, we’re going to look at why you should start implementing site search onto your e-commerce website and how you can use it to improve user experience and boost sales.

What is E-Commerce site search?

E-commerce site search is a way for your website visitors and potential customers to find the products they want without having to scroll through endless product listings.

It gives them a chance to bypass your category pages and go directly to the product they want.

This way the steps involved taking them from a casual browser to an actual customer are reduced.

Did you know though, that only 40% of e-commerce sites actually implement site search?

E-Commerce site search best practices

  • Place your site search box in a place where people can easily access it from any page of your e-commerce site
  • Personalize your suggestions to make it easier for people to find what they’re looking for
  • Use technology to improve the way the site search learns about the type of things your customers look for, as well as the spellings they use
  • Use autocomplete to increase the speed of people locating your products

We’ll go into more detail about each of these points, but it’s useful to know the general site search best practices.

Responsive

For those who use site search on their desktop, the system works well. A questão é, many forget to think about their mobile experience.

Plenty of shoppers want to browse (and even buy) on their mobile so it’s crucial you consider your mobile site experience too.

When you use ASOS mobile search, they make the search function full screen. This is good because it doesn’t cause a distraction by having other things on the screen.

It also still implements the use of predictions and autocorrects.

Experiência do cliente

E-commerce store who end up dominating the field are the ones who put their customers (and their customer’s experience first).

Asos are a great example of this. They use cookies to remember people’s most recent searches.

Asos Customer Experience

O que ’ mais, to access these results, you don’t even need to be logged in.

Filtering results

For a store like ASOS, simple site search isn’t enough. They have hundreds, if not thousands of different products and because of this you need to go one step further than simple site search and allow for filtering of results.

Let’s say we wanted to buy a scarf.

ASOS Filtered Results

The number on the right tells us that there are 348 scarfs on ASOS’s website.

Are we expected to browse through every single scarf to find the one we want?

Hopefully not.

When you click on that search result, you see the following:

ASOS Filtered Search Results

You’re now able to filter your results to easily find the perfect scarf for you.

Do you have a specific budget in mind, do you know what color you want the scarf to be etc?

Autocomplete

Sometimes product names are long and most times, customers are just lazy. That’s why it’s important to use a feature like autocomplete.

The way it works is, a customer starts typing a product they want and your search bar provides them with options they might be thinking about.

ASOS Autocomplete

Neste exemplo, I typed “Gy”, Asos assumes I am probably looking for gym gear and so provides me with a number of options.

This is great because if I’m looking for “petite gym leggings” I can click straight through but also if I’m looking for a “long sleeve gym top” I can click through too.

Autocorrect errors

People on the internet are in a hurry. Mistakes are made, especially with typing. Por esta razão, you need to make your site search intuitive enough that it still understands what the customer is looking for, depsite the spelling error.

In this search I searched for “jeens”. Agora, that’s not how you spell “jeans” but Asos’ site search still understood what I was looking for.

ASOS Autocorrect Example

You’ll notice they say “your search results for: Jeens”, we also searched for “jeans”. This is important because most people who search for “jeens” are probably looking for “jeans and instead of the site search showing a screen that says “sorry no products found”, they understood the thoughts behind the original search.

Synonyms

Em muitos casos, people use different words to describe things. Por causa disso, you need to make sure that your site search understands the different ways people use to describe your products and include synonyms within your search too.

Vejamos um exemplo.

ASOS Synonyms

Some people might use the word “trackies” to describe the tracksuit they want to buy.

If we go to ASOS and search for that term, we can see that there are a wide range of results.

What’s even more interesting though, is that ASOS doesn’t use the word “trackies” to describe their products, they use the word “tracksuit”.

ASOS Synonyms Search Results

But their site search is intuitive enough to understand that when a customer says ‘trackies” they mean tracksuits.

You don’t want to frustrate your customers by not providing them with any results for their search, so think about using synonyms within your prodcuts to enable people to find what they need.

AI and machine learning

All of this wouldn’t be possible without new technologies like artificial intelligence and machine learning.

The more you can incorporate big data into your site search, the better results your customers will recieve.

Por exemplo, your site search could learn that 56% of people add an extra “e” when they type the word t-shirt (tee-shirt).

You could also learn that when people search for gym clothes, the majority of them are looking for leggings.

When you’re armed with this data, you can effectively provide much stronger, tailored results for your customers.

You can even take it further and personalize the search results based on your customer’s own purchase history.

Takeaways

Implementing site search on to your e-commerce store is a task that many neglect to think about. No entanto, when you get it right, it provides you with numerous benefits.

Your customers will thank you for the improved user experience and your bank balance will thank you for your increased revenue.

O que está esperando, implement site search today!

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