How eCommerce Search Personalization Improves Product Discovery
Lessons in eCommerce search from a major online retailer
If you’re as picky as I am, you probably spend a lot of time researching several products to ensure you make the best decision. But when was the last time an eCommerce store showed pertinent information that helped you make a purchase decision?
This happened to me some time ago when I was on an online store to find a pair of noise-canceling headphones. I used the search bar and was pleasantly surprised to see a headphones comparison article pop up, in addition to relevant headphones. Thanks to the timely and relevant article that showed up, I was able to speed up this process.
Most businesses think of eCommerce personalization only in terms of product recommendations. However, it’s equally important to personalize other key touchpoints in the online shopping journey — search, browse, and content. Doing so allows for a more holistic customer experience, which translates to increased conversions and revenue per visit. eCommerce search is increasingly becoming a key pillar of CX.
Challenges with Traditional Search Engines
1 Inability to Handle Product Data Issues
Traditional search engines primarily rely on product metadata and descriptions to display results.
It is quite rare for a shopper to make precise, descriptive search queries. For example, a person might search for ‘computer’, which is an umbrella term that could refer to a PC or a laptop. Even ‘laptop’ is a rather broad search term, as there are various categories like Notebook, Ultrabook, Convertible, and Netbook. In such cases, the search engine needs to work with limited information and decide what to show the shopper.
2 Irrelevant Search Results
Our client also recalled an experience when he searched for ‘iPad’ because he was looking for, well, an iPad. But the initial results showed products like iPad sleeves and other accessories — items he didn’t need. He had to scroll further down to find the actual product. For a traditional best ecommerce search engine, these results are technically correct because their product metadata contains the word ‘iPad’, but the results are not relevant to the shopper’s current need.
