Visitors are generally divided into 2 groups:
- Browsers: These visitors are midway through the buying funnel, and they might have some idea of what they’re looking for, but they still have some research to do. Here, the search bar can be a great help, if you fill it with helpful recommendations.
- Searchers: This type of visitor is generally near the end of the buying funnel. They already know what they’re looking for, maybe even the brand, the color, or the size. They just need the search bar to show them that exact items they want.
Why do you need to personalize your site search?
Personalized site search is a necessary part of delivering a satisfying online shopping experience. In fact, not delivering this experience can be a big turn-off:
When a customer enters your website with such clear intent as the searchers do, the worst that can happen is greeting them with a wall of nothing:
In fact, 10-15% of all ecommerce searches end on a 0-results page because they don’t process language variations well.
Worse yet, 70% of e-commerce search implementations don’t return relevant results for synonyms. This means that the user won’t get results unless they search for the exact terms used on that site.
We all have vastly different intentions and vocabulary when we search for something. That’s why your search should be able to embrace the multitude of different shoppers using your site.
And let’s be honest: Expectations are high. If you’re unable to deliver the smooth, fast search experience visitors are used to, they’ll abandon you in favor of a competitor who can.
To check if your search engine is up to scratch, here is a list of the most important personalization abilities your search engine should have.
How to create the best, personalized search experience
- Understand User Intent: A personalized search engine should be able to accurately understand user intent behind search queries. By employing natural language processing and semantic analysis, the engine should be able to decipher the context and purpose of a search, ensuring relevant results are provided.
- Profile User Preferences: To personalize search results, the engine needs to create and maintain user profiles based on their search history, purchase history, browsing behavior, and other relevant data. This ability allows the engine to understand individual preferences, interests, and habits, enabling the delivery of customized and relevant search results.
- Understand language differences and typos: Sneakers, running shoes, or trainers? These could be referring to the exact same type of shoes, depending on who is searching. The same goes for brand names that the searcher might not know how to spell correctly. Your search engine should be able to embrace these language differences and typos to make sure each customer finds what they’re looking for.
- Type-ahead: You’re already very used to personalized type-ahead on search engines like Google. Well, these expectations are extended to your website search engine, too. It’s not just a question of making the search as quick and easy as possible. It should also predict the wants and intents of each user, depending on their history with you. If you don’t know enough about their past behavior, your autocomplete feature should guide them towards popular products instead.
- Avoid the 0-result page: Sometimes a search doesn’t match an exact result. But then you should at least show some potential matches that might work out for the searcher. Avoid the 0-result page at all costs, as it can quickly create enough frustration that your visitor may leave your site entirely.
- Responsiveness and Speed: A personalized search engine should deliver search results promptly, minimizing loading times and delays. Responsiveness is crucial to maintain user engagement and satisfaction, enabling quick access to the desired item.
- Sponsored search results: It’s the age of Retail Media, and that goes for your search engine as well. By allowing your vendors to pay for a boost in your search engine, you get an extra revenue stream – and improve your relationship with sponsoring vendors
- Product ranking: How should your products be ranked? A good Ecommerce search engine allows you to boost and suppress search results based on your strategy. Examples include brands, categories, profit margins, and stock status – all parameters that matter when planning campaigns.
Which e-commerce search engine should you choose?
When it comes to finding the ideal Ecommerce search engine that embodies all the necessary traits for a personalized and efficient experience, Raptor’s Search Personalization is an excellent choice.
Raptor’s Search Personalization embodies the advanced personalization abilities known from Raptor's Web Personalization, boosting conversion rates and basket values across industries (+112% on average!).
It has all the necessary abilities of a top-shelf search engine, including:
- Understanding user intent
- Profiling user preferences
- Accommodating language differences and typos
- Type-ahead suggestions
- High responsiveness and speed
- Supporting sponsored search results
- Customizable product ranking
By implementing Raptor Search, you can enhance customer satisfaction, boost your bottom line, and stay ahead in the competitive ecommerce landscape.