Even though ecommerce websites and SEO fill the gap for brick-and-mortar stores to promote products and make sales, they are not enough to gain traffic, leads, and conversions. Sometimes, the success of making sales and turning prospects into paying customers has something to do with your ecommerce website’s internal search function.
But what exactly is an internal search function?
An internal search function is a must-have for ecommerce websites. Without it, potential customers would not be able to find what they are searching for. Even if they do, it will take a lot of time and effort. And by then, chances are customers would no longer have the will to make a purchase, or probably they have changed their mind.
Prevent such cases from happening by adding an internal search function to your ecommerce site. Doing so should make your ecommerce site SEO friendly, help improve your customers’ shopping experience and drive more conversions.
To guarantee that, here are some of the mistakes that you could encounter when creating an internal search function.
4 Internal Search Function Mistakes You Must Avoid When Creating One For Your Ecommerce Site
1. Keeping The Search Bar Hidden
When it comes to online shopping, consumers have no time for hide-and-seek. They often feel frustrated when they want to search for something but cannot find the search bar even after looking at the entire ecommerce website.
As a digital agency, we advise you to place it in an easy-to-spot location. Somewhere, that is too obvious, so anyone would know where to go for searching once they land on your ecommerce website.
Here, look at this picture below as an example. As you can see, UNIQLO placed their search bar where their customers can see it at a glance.
Besides the upper right corner, there are other suitable areas where you can place your internal search function on your ecommerce site: upper left and centre. Choosing either one of these locations would make your ecommerce site SEO friendly.
However, to make your internal search function more recognisable for your customers, here are the other factors you should consider.
- Apart from the magnifying glass 🔍 symbol or vector, make sure to add a text field. With this, your search bar will surely stand out.
- Never place it besides other elements, such as newsletter sign-ups, home page tabs.
- Make the search action versatile so consumers can search things by pressing enter or clicking the magnifying glass 🔍.
2. Not Including The Autocomplete Feature
How often do you complete your inquiries on the search bar? If you rarely do it, chances are you belong to the 25% of consumers that prefer to click on product suggestions.
You should know that product suggestions are the drop-downs related to your search intent. It guesses the things you are looking for by completing your inquiries. In the case of your customers, they are the things they are looking for on your ecommerce website.
For example, in this picture, the customer is looking for a laptop on Alibaba.com. Since its ecommerce website is SEO friendly, it got more than 10 product suggestions as soon as the customers typed the word “laptop” on the search bar.
From your customer’s point of view, an autocomplete feature in your internal search function seems like magic. They no longer have to type the entire inquiry they have in mind since the ecommerce website will do it on their behalf.
Just make sure to rank your product suggestion carefully so you would be able to attract more customers to make a purchase. If that is too hard for you, we highly recommend using personalisation to customise your product suggestion based on your customer’s shopping and browsing history.
3. Has Weak Error Search Tolerance
No one is perfect, and everyone makes mistakes. This sentence has never been truer in online shopping. You should know that consumers often make a typo when searching for something from an ecommerce website, especially when they are using smartphones.
And such cases can irritate your consumers and interrupt their purchase journey. According to research from Baynard Institute, out of the top 50 ecommerce websites, 34% of them do not have return results because of misspelt issues.
You could prevent this by making sure your internal search function has an error-tolerant autocomplete feature. It would prevent your customers from encountering zero-result pages due to typos and proceed where they should be.
Here is a great example from Nike. As you can see, the consumer made a mistake in their search inquiries. Instead of typing the word shoes, they typed shies. But still, Nike’s ecommerce website could recognise the search intent of their consumers.
4. No Filtering Product Categories.
Even though consumers no longer need to hop on from one shop to another in online shopping, it is still exhausting. Just imagine how frustrating it can be to go through thousands of search results to find the right thing you are looking for.
That is why it is not surprising why consumers love to shop from an ecommerce website that has filtering product categories. This feature allows consumers to search for what they want, based on their preference, from style, size, budget, etc.
Take this picture below as an example. Here, Mega Furniture added filtering categories on the left side of its ecommerce website. As such, their consumers would be able to narrow down their options and get the most out of their purchases.
Even though the internal search function does not affect your search engine rankings, adding it, along with the said features, would help improve your customer shopping experience. By then, it would indirectly impact all of your digital marketing efforts.
If you need help with your ecommerce web design or adding an internal search function, let an ecommerce SEO agency in Singapore lend you a hand. Contact OOm at 6391-0930.