Internal search engine: the tool for understanding your customers

Get to know your customers better with a smart e-commerce search engine

The internal search engine is still very much underused by online shops. Yet this little tool has enormous potential: it can help you boost your sales! How? By collecting and analysing your visitors’ browsing data.

That’s right! In the world of e-commerce, the internal search engine isn’t just about searching for products. It’s also an excellent way to understand customer behaviour so you can better meet their needs.

With this deeper understanding of users’ expectations, you can then improve the user experience and anticipate market trends… We’ll explain how it all works.

Data collection and analysis: understanding customer behaviour

Your e-commerce site’s internal search engine is a key tool for gaining a better understanding of user behaviour. But to do this, you need to choose a smart search engine capable of collecting and analysing data from visits to your online shop.

So, when a user carries out a search on an e-commerce site, the search engine records a variety of data. This includes elements such as geolocation, as well as:

• keywords used;
• products viewed or added to the basket;
• filters applied;
• results they clicked on;
• purchases made.

This information is collected anonymously to protect users’ privacy.

Make sure your tool is also capable of understanding your visitors’ ‘language’. This means that your search engine must be able to handle synonyms. If a user enters the terms ‘vintage jacket’, but you use the term ‘retro jacket’ on your website, it is important that the software can make the connection between the two and take this into account when processing the information.

All of this is then stored in a database and analysed by an algorithm. The most advanced search engines can even perform real-time analysis to offer visitors a better search experience.

For example, if a user who has previously viewed football-related items on your shop simply types ‘boots’ into your search bar, the search engine will immediately understand that they are looking for football boots. It will therefore prioritise displaying the most relevant models.

Put simply, the search engine carries out painstaking work: it cross-references the information at its disposal to deduce the typical profile of internet users, but also to understand the specific characteristics of each individual user. It thus works out which items are often bought together, as well as users’ preferences regarding price, brands or features.

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Increasing conversions: using the internal search engine to improve the user experience

Statistics show that user experience (UX) is a crucial factor for online shoppers. 68 per cent say they will never return to a site that offers a poor browsing experience.

However, thanks to the information collected and analysed by the e-commerce search engine (see the previous paragraph), it is possible to offer each user a:

• personalised;
• enjoyable;
• and engaging.

This translates, in particular, into:

• search results that genuinely meet their needs;
• recommendations for complementary products tailored to their expectations.

The smart search engine will display more accurate search results. Unlike other tools, it will take the user’s preferences into account. It will therefore be able to suggest the most relevant products right at the top of the results list. This enables users to find what they need in no time at all, making their experience smoother and more positive. This increased relevance of results is an excellent way to improve your conversion rate.

The same applies to recommendations. These targeted suggestions encourage users to explore your range further and complete a purchase. This also enables you to implement much more effective cross-selling (selling complementary products) or up-selling (selling higher-end products) strategies. In this way, you can effortlessly increase the average basket value in your shop.

Anticipating trends: improving your sales strategy using the search engine

Whilst the e-commerce search engine plays a key role during visitors’ sessions, it is also possible to analyse the data collected retrospectively to identify major market trends.

Among other things, you can use it to analyse the most popular search terms and compare the results with your current catalogue. For example, if a large number of users start searching for products related to a new release, this usually indicates an emerging need. You can then adapt your strategy accordingly: source suppliers and add this new product to your website before your competitors do to secure a leading position!

By analysing search queries, the filters used and the products viewed, the engine can detect signals indicating a shift in user preferences. Once again, if more and more users start searching for environmentally friendly products, it will be easier for you to adjust your range as quickly as possible. You could continue to offer the same type of items, but perhaps by adding an organic range, for example?

It may also be wise to integrate your in-house search engine with a PIM (Product Information Management) tool. Indeed, as you’ll be able to adapt your catalogue to suit your customers’ needs, you’ll need a system that allows you to efficiently update your product data (descriptions, specifications, packaging, prices, etc.). Your online shop will be updated more quickly, which will strengthen your competitive advantage.

By taking into account the terms used in your website’s search bar, you have a wealth of valuable information at your disposal. With a smart tool, you can harness the power of the internal search engine and use this data strategically. This will help you stay attuned to your customers’ needs and offer them personalised experiences. In other words, don’t think of the e-commerce search engine as just a gimmick! It is a valuable ally for boosting your sales and turnover.

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