Personalised search is no new concept but while it’s been around now for a few years, many ecommerce companies still don’t understand the importance of a personalised experience, let alone personalised search.
Personalisation as a whole has never been more important to an online business. Let’s look at some of the data points we know so far.
A whopping 80% of consumers are more likely to make a purchase when brands offer personalised experiences. 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalised service or experience. And yet – only 7% of ecommerce organisations are prioritising on-site personalisation.
This leaves a huge gap where personalisation is geared to be your competitive edge. Further to the stats around customer expectations, we can take a quick look at revenue. Personalisation has been proven to increase AOV, increase conversion and, in our experience, has multiplied ROI for a variety of clients.
So where does Personalised Search fit into an ecommerce strategy? To understand that in the most useful way, it’s important to look at what Personalised Search really means.
What is Personalised Search?
Personalised search describes web search experiences that are customised specifically to a shopper’s interests by integrating information about that person beyond the query originally provided. This means that based on information already collected, along with data points from similar shopping experiences; a website can populate personalised recommendations once the search box is activated.
With Segmentify, as soon as the search box is activated, shoppers are presented personalised recommendations including popular categories, trending products, top brands and/or most searched keywords. Once a shopper starts to enter a keyword (via the search algorithm, of course) an ‘auto-complete’ feature is enabled allowing for real-time results to be listed.
We’ve all become highly accustomed to experiences like this through our search engines. One shopping example of this is when we start searching for a tshirt and auto-completes based on only writing the words tsh. With Personalised Search on an ecommerce website, all products and category names related with ’tshirt’ would be listed. You also have the option of listing as text or as images – whichever works with your site best.
More than an auto-complete, once a shopper types in a specific keyword, scanning starts for every single product code, product title, product category and even brand credentials to present the most relevant products if an exact match is not available. Scanning can also be run through product catalogue fields, customising the search to your specific site. With all of the recommendations based on search relevance, performance scoring and of course, personalisation; the results include better conversion rates and higher revenue.
When 43% of online shoppers head directly to the search box once they visit an ecommerce store and typically convert at 3x the rate – it would be foolish not to invest effort into creating a better customer journey through personalised search.
According to a recent study by Adobe, companies (both large and small) listed delivering personalised experiences as the most exciting prospect over the course of the next few years.
A recent study by Adobe.
Companies no longer have the luxury of relying on their products or services to be their competitive advantage. Delivering an exceptional experience is now the number one differentiator between ecommerce success and failure. More than that, a good customer experience means your customers are likely to spend more.
Better customer experiences start with personalisation.