In part one we discussed the importance of Personalized Recommendations. Giving consumers those things that we know they need to get more comfortable with that purchase. Increasing Conversion!
Refresher – Retailers must help consumers find the products that are relevant to them once they’ve landed there (QUICKLY). Retailers must help find products that are relevant to them once they’ve landed there.
- Shoppers expect product recommendations.
- Consumers are looking for “safe” choices.
They also must help the consumer find products that are relevant to them once they’ve landed there.
- Best Sellers
- Proper Categories
- Clean Design (UX)
Then – making sure you help find products that are relevant to the consumer once they’ve landed there.
- Shop by Price
- Shop by Room
- Shop by Style
But we are so focused on the website experience – we have to now really view it is “Omnichannel”. One channel – that perfect marriage of online and in-store.
A recent post from Retail Dive:
Amazon’s e-commerce retail sales fall 3% in Q1 as consumers return to stores
Amazon’s Q1 online retail sales fell 3% year over year to $51.1 billion, while physical store sales rose 17% to $4.6 billion. Net product sales fell 1.8%. Overall company net sales, including its AWS cloud services unit, rose 7% to $116.4 billion.
One must think like a consumer. As a consumer – where do we begin our “consumer journey”. If you are like me (and I bet you are) – you are on your phone!
Tip 2 – Optimized Mobile Search
Your customer’s mobile experience may just be the only one they ever have on your site. Most consumers ONLY use mobile devices.
So – It’s no surprise that shoppers’ top way of finding a product is through the search bar (Search box) or focused relevant navigation. After all, that is how they probably found your site in the first place via a Google search. Now the fun begins. They land on your site.
Now – does your mobile search function of your site needs to be easy to use and yield relevant results? I am calling our Mobile Search different than desktop search as many web platforms have differing experiences? Does yours (hint – go check. Do a search on a desktop computer. Now do it from your iPhone)
Speaking of mobile search – how about a search for laptop large screen on HP
That one stings. Talk about the opposite of relevant results. Mobile search function of your site needs to be easy to use and yield relevant results. (Thanks Homer and all those that have blessed us with Homer-isms for the last 30+ years… wow)
Improve your mobile search experience by using “Search Scopes”. Your search technology can offer bucketed suggestions – “guiding” the user to areas that are sure to produce relevant results (or at least hope to produce relevant results – only clicks and conversions . Again, your search technology of choice used within your website must employ this capability – hint – out of the box search is often lackluster in result and experience!
Here are a couple of search scopes in action!
Both guiding the mobile visitor towards a desired result!
Maybe search scopes are not part of your current website search technology – or maybe you are going for even a better experience – try using visual filters; or those little image suggestions that are very relevant to regular visitor activities. For example if I am running a huge back to school sale – lets help the parents find what they want for those dorm or apartment needs!
Price points are one of the most common! How about common sizes? Top Colors? Look at your products. How do you make it easier? Image filtering is a great approach.
You can also try “Top Gifts”!!!
Look at your website on a mobile device. Search for something using your search.
Make sure users can QUICKLY explore the breadth of your offerings.
Mobile search function of your site needs to be easy to use and yield relevant results