The Path to Better Product Discovery
Discovery is essentially the most important part of product management in e-commerce. The search functionality differs across different websites, but overall, customers must be able to access relevant results quickly and easily in order for you to raise conversion rates for your business.
In this article, we shall explore how you can optimize your website for better product discovery.
Product Discovery: The Key Factor
‘Product Discovery’ is the process through which a customer comes to your online store and discovers a relevant product. The time taken to get to the product is called ‘Product Discovery Time’. As a retailer, quick product discovery is imperative, because unless your customer can find a product he/she wants to buy, no amount of traffic or conversion optimization will be able to drive revenue.
In a study conducted by ClickTale, it was observed that for e-commerce sites without an optimized search functionality, shoppers spent more time attempting to find their desired product, but left because they were unable to find it. Alternatively, on e-commerce sites with better search functionality, they spend less time but actually find the desired product faster. As a result, the customer sticks around to make a purchase despite spending less time on the site. If a customer has a sub-par experience while searching for products, they are likely to ditch the store resulting in an overall disappointing experience.
Up The Product Discovery Game
Now that you understand how product discovery drives revenue, let’s take a look at how you can optimize the e-commerce experience for your customers. Relevance is an important theme to base an e-commerce site on. The more relevant your site is to each individual shopper, the better your product discovery experience will be.
Begin with an optimized homepage that features current promotional offers, current sales, and time-sensitive offers to drive urgency. After this, you can add:
Personalized product listings based on recently viewed items to save time for a shopper looking to make similar purchases.
Showcase trending and popular best-selling products to draw in new customers visiting for the first time that lack browsing history.
Display new arrivals to give your customers a chance to view and possibly purchase your newest offerings.
Include educational content such as guides, product reviews, and product videos. This kind of content pre-sells your products to customers who are merely browsing through your online store.
Hook By Navigation
Customers use navigation when they are searching for products but are undecided on what exactly they are looking for. So the navigation on your site needs to be both fast and intuitive so as to not lose a shopper at the start of their search journey.
Here are a few points to bear in mind:
Navigation menus must display a varied collection of categories and sub-categories to narrow the range from which a shopper can search for a product.
Fly-out menus i.e, menus that "fly out" from the left or right side of the screen, and are hidden until the mouse is moved into the area of the screen, are a popular option used by retailers for this purpose.
Adding filters to the search menu can help shoppers to selectively filter products based on necessity.
Make filterable and sortable attributes per product as complete as possible, such as tags for colors, sizes, brand etc.
Allow mix and match of the filter and sort tags to make search easier. For example, You can allow customers to search for pink and black dresses in one view instead of making them go through two separate searches for each color.
Faster, Accurate Results
Customers expect to get exact results from quickly typing in words into a search box. Your site search must be capable of handling input such as product names, product types, categories, FAQs, product features, keyword variations, and misspellings for an optimized solution. Create and optimize dedicated landing pages for users coming in from search engines. In these cases, it is critical to feature relevant products immediately and include a call to action or conversion action. As an example, if a user searches for black boots, they should ideally be redirected to a page showcasing boots under shoes with black pre-selected as a filter. You must also make sure to create dedicated landing pages for top search terms relating to your products and display the correct product listings.
Error 404 pages are an often-overlooked opportunity in e-commerce. For such pages, instead of discouraging a user away from your site, you may include best-sellers, current sales, promotions, trending product lists, etc that help customers discover products they want to buy.
Dedicated Landing Pages and Secondary Product Discovery
For customers who are looking for gift ideas, landing pages dedicated to best-sellers and trending product listings can be a boon. These pages are also great to include in subscriber email series. Popular products are automatically more desirable and dedicated landing pages are a great way to take advantage of that.
All of the above takes place fairly early in the customer shopping journey. On the other hand, there is a further possibility of upselling using product discovery that you can place at the time of purchase. You can add product recommendations and items that are frequently bought together, and include products to ‘complete the look’. Another enticing option for online shoppers is to provide them with an opportunity to get free shipping by adding extra products to increase the size of the order or provide discounts for bundled products. These practices can aid in driving up average order values by cross-selling and upselling products.
We hope this was a helpful guide to optimizing your product discovery. From creating an optimized home page to offering secondary product discovery options, it is up to you how to implement these ideas in your online store to drive revenues.Now that we’ve seen how product discovery can be a crucial tool for conversion, here’s how leveraging AI for product categorization can help narrow search results.