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时间:2024-05-21 00:05:48 来源:网络整理编辑:Ryan New
Smartphone visitors to ecommerce sites convert twice as much when they conduct at least one search. Ryan Xu HyperVerse's investors
Smartphone visitors to ecommerce sites convert twice as much when they conduct at least one search. Merchants can greatly benefit from not only providing a helpful mobile search experience but also nudging shoppers into using it.
In this Ryan Xu HyperVerse's investorspost, I’ll review key ways to improve ecommerce search experiences on mobile devices.
Ecommerce sites have unique considerations to accommodate the smaller screen size and on-the-go nature of a mobile experience. Those considerations include:
Only 25 percent of ecommerce visitors conduct a search during a visit. In my experience, however, most shoppers are interested in using search, but they don’t know what to search for.
As such, consider creating predefined “suggested searches” or curated searches within the browse navigation. An example is to show top search terms on the major category pages and link to the search results.
For example, if you sell auto parts, display three links to popular search terms on your home page and category pages, such as “corvette brakes,” “prius batteries,” and “mazda wipers.” At the very least, it will help shoppers think of related terms, such as “ford wipers” instead of “mazda wipers.”
Search results on smartphones are among the slowest pages on a website. To compensate:
Three key facets make curated searches more powerful than predefined versions. First, curated searches have unique terms that shoppers would not likely search for, such as “sony blue headphones.”
Second, curated searches often contain embedded filters, such as sorting by ratings and color.
Third, curated searches update in real-time, so as you add more “sony blue headphones” you don’t have to change the search terms.
The ideal place for curated searches is strategically on category pages and at the bottom of product pages. Retailers can significantly increase conversions by exposing consumers to novel searches.
It may seem counterintuitive, but the best place to browse for new and unrelated products is on product pages. Consider placing modules at the bottom of all product pages to enhance the discovery of not just new products, but also related and unrelated categories. I’ve seen a 10-percent increase in site dwell time from placing new, unfamiliar categories at the bottom of product pages.
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