On the Importance of Site Search
Just how important is site search to the omnichannel commerce experience? In a word, very.
Omnichannel personalization solution RichRelevance has released some rather interesting research which explores how U.S. consumers search for and, more importantly, find products online.
While site search is critically important to shoppers, the study suggests that many retailers have simply not evolved their site search capabilities to meet the demands of the omnichannel world. The result is that frustrated web and mobile shoppers are likely to go elsewhere when retailers don’t get it right.
“This is an important wake-up call for the retail industry,” said Diane Kegley, CMO of RichRelevance. “Site search is tremendously important to shoppers, but under-delivers when it comes to all the channels where consumers shop today. The reality is that there haven’t been major advances in site search in a decade, and this is hurting retailers’ bottom lines.”
Highlights of the study include:
- Search is Critical: 3 out of 4 shoppers (76%) always or often use the search box when shopping on a retailer’s site.
- Role in Gift Giving: Half of all shoppers (48%) rank the ability to ‘easily search and find products’ as the single most important thing when shopping for gifts on a retailer’s site.
- Room for Improvement: More than a third of U.S. shoppers (35%) are generally unsatisfied with the search results they receive on a mobile device.
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