E-tail search functionality continues to evolve
If you are an internet retailer, you need to read this report from the Aberdeen Group. It discusses search capability, one of the most important and most overlooked aspects of your site.
One shocking statistic from the report is that only 59% of surveyed ecommerce sites have search; however, 96% will have that capability within 24 months. It is clear that search is no longer a bonus feature on your site but is instead a competitive requirement.
So how can search help you? To start, statistics show that 60% of your visitors would use it. Also, your conversion rate would likely increase for those visitors by up to 5% with a larger average order size.
Even if you already have search capability, you probably have work to do. The report indicates that the best companies online are taking search to a new, more intelligent level, often providing customized search results and hiring at least one full time employee just to tweak results to make them more relevant. Search capability is not something you add to your site and forget about. It is an evolving process in constant need of improvement.