It is a tool integrated on a website, such as an online store, which allows Internet users to easily find a specific product. Its operation is reminiscent of that of Google and other “classic” engines. The user indicates in a search bar keywords corresponding to his request. The internal search engine will then analyze the terms present in this field to present it with relevant results…
What is an internal search engine?
As its name suggests, this search engine is “internal”. This means that it will only offer results specific to your site (and not the whole Internet).
This search system is particularly appreciated by Internet users. It allows them to easily and quickly find what they need, even in shops with many references.
Let’s take a closer look at the advantages of the internal search engine for e-commerce.
Why is this tool essential on your site?
The presence of an internal search engine on an e-commerce site is of particular importance. It is a key element of what is called the searchandising.
This Anglicism is formed on the juxtaposition of the terms search And merchandising. In short, this corresponds to the optimization of the search functions on a sales site to boost its performance.
So, what are the three main benefits of this tool for your e-shop?
1- An improved user experience (UX)
72%: the number of consumers who say they use an e-commerce site’s internal search engine to find a product they intend to buy. Comparatively, they are “only” 55% to go through the menus of the site.
These figures, from a study conducted in 2022 by Sensefuel among French, German and British Internet users, clearly demonstrate that this system has become essential!
It should be noted that it is not only used to find a particular product. Today, consumers are also:
- 43% use it to find out what a site has to offer;
- 52% use it to make a compulsive purchase;
- 44% use this tool to explore a product category.
On the other hand, 10% of mobile users use it systematically when they visit an online store.
This simple little search bar is now an integral part of a successful user experience.
2- An increased conversion rate
By helping visitors find what they need, the internal search engine becomes an engine… to convert!
There are relatively few recent statistics on the subject. However, several case studies tend to show that visitors who use the search bar of a site would have between 1.8 times And 3 times more likely than others to make a purchase.
It’s well worth integrating an internal search engine into your e-commerce, isn’t it?
3- An anticipation of trends made easier
Third point and not the least, the internal search engine of your site is a precious ally to collect useful information.
By analyzing unsuccessful searches, for example, you can find out what your visitors need and add the product(s) in question to your catalog.
You can also scrutinize the queries typed by Internet users and thus anticipate trends. Do you sell heating systems and you notice that wood stoves are now more in demand on your site than pellet stoves? This gives you a good idea of which models you will need to order in larger quantities from your supplier.
Whether you use the one integrated into your CMS, or whether you call on a developer to create a tailor-made one, it is important that your internal search engine has certain features(1) . These will help you boost your conversion rate.
1- Focus on relevance
Also according to the Sensefuel study, barely 14% of users say they are satisfied with the results of internal research. In question ? The lack of relevance of these. Consumers would like their requests to be better understood in order to consult products that truly meet their expectations.
2- Make typing easier with auto-completion
As we have seen, Internet users primarily use the internal search engine to find a specific reference. Auto-completion is therefore a way to simplify their task and make their experience smoother and faster.
3- Improve typo tolerance
What could be more frustrating for a consumer than not finding the “coffee maker” he is looking for because of a forgotten accent, or the latest tire from “Bridgetson” for two small inverted letters?
Help with correcting queries and accounting for typos will help you convert more!
4- Guide the user with suggestions
Sometimes it happens that users do not know what phrase to type in the search bar to find what they need. In these cases, they tend to appreciate a little nudge with suggestions that match the terms they used.
5- Offer a voice or image search
“OK Google”, “say Siri”… Internet users have become accustomed to using voice commands to carry out their searches on traditional search engines. So it makes sense that they expect the same from internal search engines.
It’s the same for visual search (by image), which allows the consumer to find the product he is looking for from a photo.
6- Optimize the display of results
An effective search engine is also and above all one that will be able to present its results in a logical and ergonomic way! Let’s not forget that smartphone navigation is now majority in the world : it will therefore be imperative that this display be mobile-friendly.
You now know the importance of the internal search engine for your e-commerce site: it’s up to you!
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