Are You Accurately Measuring Your Site Search Performance?
Take a moment and think about how you interact with your mobile device, how do you research or make purchases on your mobile phone? You’ll quickly realize that your path to purchase most often begins with a keyword search, which often is vastly different than how you navigate a dot-com site or your local brick and mortar retailer. Infact, 56% of all retail searches occur on mobile devices. Mobile access has changed the way we as consumers interact with the world and it has significantly changed the path to purchase. Mobile was once used for showrooming purposes, sending retailers into a tailspin about how to ensure shoppers didn’t browse in store and convert elsewhere. Today, our challenge is different, mobile devices and behaviors have evolved, they’re more intelligent and more capable to handle a complete shopping journey. While showrooming and browsing behaviors still occur, the completion of the purchase on the mobile device is accounting for more and more of a retailer’s revenue. According to Internet Retailer, mobile commerce is growing at 3 times the rate of US ecommerce overall, accounting for more than $104 billion in 2015.
Today’s challenge is focused on how retailers ensure that customers are finding what they’re looking for on mobile devices so that they ultimately convert. This begs the question, how well is your site search performing? Are your customers finding what they seek? Is your site search delivering a customer centric and mobile considerate experience? What metrics are you using to determine it’s success or failure?
The traditional and dated way of measuring site performance (and commerce search within) by Revenue Per Session (RPS) and conversion were valid when ecommerce was simply just a dot-com site, which is not the case for today’s world. Today, it is essential to measure the performance of each individual feature that leads to a purchase/conversion. In the case of site search, success is defined by the relevance of the results delivered by a search engine to an individual user.
Search is innately unique in the respect that it is the single place in digital shopping journeys where users communicate with technology in their own words and expect a comprehensive response or set of responses. By default, search demands 1:1 communication, and is one of the most impactful places to influence and enhance the customer experience. Search is often a retailer’s first impression, especially on mobile, it is a critical opportunity to succeed by providing relevant and individualized results. Commerce Search accelerates product discovery and drives consumer conversion by delivering the most relevant results for each unique search query. The accuracy of the responses delivered by search is measured by what is known as “Findability”.
Findability a term first coined by Professor Michael Hendron, whose research indicates that nearly a third of e-commerce shoppers use site search, and 90% of buyers will probably use it. Yet these same sought after buyers only find what they seek in half of all site searches.
Since when did the retail industry accept a success rate of just 50%?
Given that search is a feature most often chosen by a determined and informed consumer who knows exactly what he/she wants, especially in ecommerce, it is essential to measure how successful the actual search experience is for that individual. This is why Findability must be a focal point of consideration when analyzing the performance of site search. Findability tells merchants whether consumers find what they are looking for and if they are ultimately pleased with those items. The conversion of these shoppers can only come if they have in fact located the items they desire. It is a cause and effect relationship, and a relationship that if treated right will thrive. When consumers trust that their searches will yield results they’re satisfied with, their search frequency and dependency simultaneously increases.
Are you measuring your site search properly? Are your customers finding what they’re looking for? Perhaps the metrics you’re currently using to determine performance are not providing you with the whole story. To get deeper insight into how to enhance your site search performance and learn more about Findability please visit https://www.richrelevance.com/relevance-cloud/find/ to stay in the know about our newest product launch Find™, the next generation of personalized search for an omnichannel world.