One powerful tool every merchandiser should have at their disposal is personalised search- a technique that tailors search results to individual user preferences and behaviours. This not only enhances user satisfaction but also boosts conversion rates and customer loyalty.
In this blog, we'll delve into the key components of personalised search and how retailers can use them to their advantage:
Predictive Type Ahead and Product Discovery
Predictive type ahead is a feature that suggests search terms as your customers start typing- usually within the first 2 or 3 letters. Online retailers can leverage this feature to improve the search experience by offering real-time suggestions based on popular or trending search queries. As users’ type, the system can present them with relevant product names, categories, and even recent searches, guiding them towards accurate results. Additionally, incorporating product discovery algorithms can showcase items related to the user's search, encouraging exploration, and potentially leading to upselling:
Misspell Technology
Search engines equipped with advanced misspell technology can understand and correct users' typos and misspellings. Online retailers can implement this technology to ensure that customers still find what they're looking for, even if they make a mistake while typing. By seamlessly correcting search terms and displaying the intended results, retailers prevent frustrating experiences and maintain a positive customer journey.
Our CEO, André Brown, gives his recommendation for which technologies you should be looking for:
Search Strategies for Customer Personas
Understanding customer personas is crucial for delivering relevant search results. Retailers can create tailored search strategies based on various personas, considering factors such as demographics, shopping habits, and preferences. For example, a tech-savvy persona might prefer filtering options for specifications, while a fashion-forward persona may appreciate visual-centric search results with outfit coordination suggestions. By catering to different customer types, retailers increase the likelihood of customers finding exactly what they want:
Landing Pages Within Search
Integrating landing pages within search results can be a game-changer for online retailers. These pages are curated collections of products related to specific themes or occasions. When users search for terms like "summer fashion" or "holiday gifts," the system can display a visually appealing landing page featuring relevant items. This not only streamlines the shopping process but also presents customers with a cohesive array of products that match their intent.
Personalised search is a multifaceted approach that online retailers can employ to revolutionise the way customers interact with their online stores. By incorporating features like predictive type ahead, misspell technology, tailored search strategies for customer personas, and landing pages within search results, retailers can create an engaging and intuitive shopping experience.
The result? Satisfied customers who can effortlessly find products aligned with their tastes, leading to higher conversion rates, increased customer loyalty, and a distinct edge in the competitive eCommerce landscape.
