Conversion optimization has seen an intense rise over the last few years. Some 72% of companies have conversion-rate optimization (CRO) processes in place, according to a recent survey by TrustRadius. In e-commerce, conversion optimization is a huge playing field with various factors that can be tested and tweaked to optimize conversions.
For e-commerce marketers focused on conversions, an underrated element of conversion optimization, can often lead to the highest conversions. I'm talking about site search.
About 30% of e-commerce visitors use on-site search, and they tend to be in a much more advanced stage in the purchase process than someone who just wanders through the site navigation. In fact, visitors using site search are twice more likely to convert than those that don't.
Just by having a fully functional site search feature, you could stand to optimize conversions for at least 30% of your customers!
So, let's take a look at must-have elements of site search that can guarantee an increase in conversions.
1. Semantic search (for more relevant results)
Google spoiled search users for all of us. By almost reading users' minds, Google's semantic search capabilities mean that users now expect a similar level of responsiveness from other search functions they use across the Web.
Semantic search aims to decode the real meaning or intent behind the words a user types into a search bar and offers results most relevant to their query.