Sometimes a seemingly insignificant change to your website or online strategy can pay huge dividends. And in many cases, the answer to improving sales requires very little effort to implement. Here is a simple Shopify store setup tip that can have a dramatic impact on your business.
Improve Your On Site Search
Have you tried to find products in your store using the search bar located at the top of your stores page?
We didn’t think so.
The truth is that most Shopify stores tend to overlook this small but important feature. Store owners believe that once someone found them via Google, Facebook etc, that they didn’t think that customers actually used the ‘search’ feature on their website very much. They assumed these visitors would start clicking around in searching for the product they initially were looking for.
Once store owners started paying attention to their on-site web analytics, the data indicated otherwise. It turns out that about a quarter of ecommerce visitors use the product search bar at some point during their visit. And typically out of that quarter of visitors that used the search function around 70% of visitors will leave immediately after executing a single search query that does not perform as expected. This makes an improperly set up search bar one of the top exit points of any Shopify store, which in turn means your losing high value customers that are actively showing an interest to purchase.
How Can You Fix This?
The Shopify search bar is natively setup to display results from queries that contain words or exact phrases found in your product: title, tags, vender, and product type. A search query will not show a results for words found in a product description. Why is this important? Most new stores simply add in the product images, price, title and description and think that they are done. They often overlook adding in important information such as product tags. Below is an example of a Shopify store selling a Nike running shoe called the Lunar Skyelux.
Below is a version of the same product page above (with the product title and product description) but without product type, vendor, collections or most importantly product tags added. With this current setup the only way a visitor will discover this shoe in a search query is by specifically searching for “Lunar Skyelux”. Also remember the visitor would need type in the exact product title, spelled correctly as well.
On the right we added a potential Product Type -> Shoes – Vendor -> Nike – Collections -> Best Sellers – Tags -> Skyelux, Lunar, Men, Mens, Mens Shoes, Men’s Shoes, Running Shoes, and more.
Now if that same visitor starts a search query and enters in the following words: Lunar Skyelux, Nike, Shoes, Skyelux, Lunar, Men, Mens, Mens Shoes, Men’s Shoes, Running Shoes etc…this shoe will appear in the results. You can always add more tags and fine tune this by possibly adding in any commonly misspelled versions of the product as well.
Would This Really Help My Store?
Great question. Let us take a look at the data from this specific store. Keep in mind that your results will be different then what is shown below, but hopefully these numbers help will help you set a bench mark to better understand the potential negative financial implications.
- Monthly website visitors: 10,000 per month
- 1/4 of website visitors used the search query (2,500)
- 70% of the 2,500 left because of poor search performance
- Average checkout conversion rate for this store: 2.34%
- Average order value for this store: $68.97
- 1,750 (lost visitors per month) x 0.0234 (checkout conversion rate) = 40.95 (orders lost per month) x AOV (average order value) = $ee below…
Lost Revenue Estimation
Per month= $2,824.32
Per year= $33,891.85
By neglecting setting up your search query or improperly filling out the product page information you are letting money walk right out the door.