Can your customers find what they are looking for?

Mar10

A significant proportion, if not the vast majority of people visiting your site will already know what they are looking for. They may have arrived at your site via a Google search, a newsletter, or referring site, and from your point of view the aim should be to get them to the product they are looking for as quickly and painlessly as possible. This is where we can help!

Improved Store Search

The Better Store Search module features a new search algorithm for your website that will present far more relevant results than Magento’s default search. This means that customers using the search bar on your website to look for products will have a much easier time finding what they are looking for. A good way to gauge if this will help would be to look at the terms people are searching for on your site (go to Catalog > Search Terms). Try searching on your site for some of the more popular search terms. Are the results returned relevant? If you feel the search results could be better, this module will almost certainly help.

Behavioural Targeting

Sites like Amazon have been doing behavioural targeting for years. And now through our partner Predictive Intent we can make this technology available to our Magento customers. Behavioural Targeting uses a system which learns about your customers. Every click, every purchase, every referring site, search term, add to basket is logged and used to build profiles of your customers. This means that when someone visits your site, it can recommend products that it thinks will be relevant to them.

This has some very powerful uses when it comes to helping people find what they are looking for. For example, if someone visits your site by clicking a Google link where they searched for “Star Trek” (just an example), and you sell Star Trek DVD’s, we can show Star Trek DVD’s on the home page when they arrive at your site. So without even a single click we can present the customer with the products we think they are looking for. However, we can take this further. Instead of just presenting them with Star Trek DVD’s, we can present them with the DVD’s that most people who came to the site via that Google search term went on to browse and buy. This makes the suggestions even more accurate. We’re not just suggesting what we think is relevant, we’re suggesting what other customers thought was relevant.

This technology can be used to serve personalised product suggestions on your home page, category page, product page, basket page, search results page, and even in the emails your customers receive when they placed an order.

If you have around 1,000 SKU’s in your store, and are getting around 10,000 visitors per month or more, this technology could benefit you. Feel free to contact us if you’d like to explore this further.

Final Thoughts…

The above items are great ways to maximise the traffic you are already getting to your website. A lot of businesses seem too focused on getting more traffic to their website (which is important), but getting someone who has already visited your website to buy something is just as, if not more important. Increasing your existing customer conversion rate is an incredibly effective way of increasing your turnover. This will be a topic we will be coming back to time and time again over the next few months.

Categories: Ecommerce, Magento, Tips and Advice
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