Driving the Efficiency of E-Commerce Product Discovery
What happens when e-commerce customers can't find what they are looking for? That's right - they leave. So why not focus on optimizing how buyers and prospects look for and locate the products they need?
Enterprise ecommerce platform Miva recently introduced a new product enhancement for online retailers using its system that does just that and it could help decrease customer frustration and get shoppers through the buying process faster as a result.
With Miva’s new native functionality, merchants will be able to add custom lookup tools to their online stores, helping visitors/shoppers find products efficiently and avoid navigating through multiple filtering layers.The platform enhancement is going to be most appealing to (and particularly beneficial for) e-commerce businesses that offer hundreds (or even hundreds of thousands) of specific products within industries such as automotive, home appliance, office equipment and heavy equipment.
An automotive specialty store, for example, might set a combination facet to create a Year, Make, Model lookup that makes it easy for shoppers to find exactly the right replacement parts, while an office supply vendor could use combination facets to direct customers to the correct ink cartridges for their specific printer.
"Ecommerce websites with fewer distractions are more likely to keep customers focused on purchasing, and that can lead to increased conversion rates which leads to higher profits.” says Brennan Heyde, VP of Developer Relations at Miva. “This latest upgrade to the Miva platform is designed to enhance the customer experience, helping our merchants grow their businesses.”
Product discovery is top of mind with many industry professionals - not just the makers of software - as the impact on revenue can be substantial.
"Discovery can cause lost revenues. If you type in steak looking for premium flash frozen steak and get a page full of stakes instead, that's a problem. That is lost sales. Investment in quality discovery tools is vital, much more impportant than conversation spend as you may never reach that page otherwise, " says David Dalka, Founder and Managing Director at leading business strategy firm Fearless Revival.