Electronic Commerce: searchability is a crucial issue

Recent eCommerce surveys indicate that the search bar is the preferred tool by 30% of users of online web stores and services. According to the latest sector data, during 10% of shopping sessions, internal search is used and a quarter of the revenue, about 24%, is generated by the users who use it. Interesting numbers, but there is still a long way to go, given that today, according to research by industry players, 72% of users declare themselves not satisfied with the experiences they have had, in terms of usability, with the "search" button.

The searchability, that allows the user to find the product they want, therefore, becomes not just an important factor but it’s also capable of decreeing the success or failure of an eCommerce site. "Those who have worked in the field of online sales for some time look with interest at the tools that can make the customer's user experience more or less satisfactory and the efficiency of the search bar is just one of them," said Jennifer Puzzo, Head of client services. by Kooomo, the technological platform that helps brands to internationalize with eCommerce.

"Today, the turning point is the use of new technologies such as artificial intelligence. Think about the auto-compilation of the search query or the suggestion of related searches - this all represents a great turning point in the world of eCommerce", says Puzzo. And it is no coincidence that Amazon has announced a three-year plan to renew the search bar that alone would bring 8.8 billion more profit to the online sales giant. "Here we are talking about giants - continues the expert - but improving the user experience connected to research is certainly a strategy for increasing sales and the platforms that provide services to brands cannot underestimate it". In fact, Kooomo has just made the feature native to the platform with ElasticSearch.

"The development of a native search bar available for free to all merchants - continues Puzzo - demonstrates the work that we are carrying out on the platform to meet the new needs of increasingly demanding customers who are looking for very similar shopping experiences in digital. Especially when it comes to "assistance" in the early stages of the purchase ".

But what are the characteristics that a good search must-have? "First of all, it may seem trivial, but it must be clearly visible. Don’t underestimate the mobile experience either. Today 73% of total online purchases are made through smartphones and tablets and this figure is destined to grow by 15% by the end of the year, so it is essential to make sure that the button is also easy to use by these devices "says Puzzo. "Another aspect to be aware of is having a SERP, a results page that is well organized and above all an efficient management of no results". Puzzo goes on to explain how "The user seeks a fluid user experience that leads him to the purchase without “stop and go", each friction increases the possibility of the process being interrupted. But above all, those who choose to open their own eCommerce business must make their search bar useful and meaningful for users looking for a specific product". Needless to say, therefore, as Puzzo recalls, the results of AI are of the utmost importance. Take auto-complete, for example, which avoids the user from typing too long queries, and automatic correction.

But that is not all. "The search bar also presents opportunities for the retailer - allowing us to improve research through the geolocation of offers and providing brands with important information on their sales performance through search insights and analytics".