It’s not the first time we hear that consumers are increasingly demanding, whether they buy online, in store or across both. In online commerce, once the first hurdle is cleared, customer experience becomes decisive: it determines not only whether the purchase is completed, but also the total value of the order.
Even so, a user can fill a basket and abandon it. A common scenario is the difficulty of finding the desired product: the user arrives, types a few keywords and, if what they want isn’t in the first results, they abandon the process.
That situation has generated losses estimated at €66 billion in Spain alone, according to a study by The Harris Poll. The research reveals that 85% of Spanish consumers have failed to find the item they wanted in an online store, and that more than half of those frustrated shoppers — 52% — abandon the basket and search on another site.
Optimise keywords in internal search
“For a brand it’s not only important to be present, but to appear in the first results,” explains Ana Lara, Business Development Manager at Data Seekers. With the right tools you can detect the position each product holds by collecting results for the most frequent keywords.
“Depending on the terms customers use in a retailer’s internal search engine or across a site’s sections, the brand can make data-based decisions and act to meet its objectives,” she adds.
With that information, sellers can calculate each item’s share and the keywords customers use most, identify each product’s position and act to improve visibility based on real searches.
Reviews matter
Being the chosen product doesn’t depend only on the order in which items appear. Other buyers’ opinions weigh heavily. A Skeepers study of more than 11,000 Spanish consumers found that 75% check online reviews before buying, and that over half read at least six reviews before deciding.
Maximise every aspect of the digital shelf
Once the customer finds what they’re looking for and reaches the product page, the next challenge appears: is this really what they want? To answer that you need control, by brand, market, retailer and SKU, over:
- Product name and descriptions
- Number of images and videos
- Rich content and available stock
- Ratings and reviews
Rising consumer expectations of finding products quickly force brands to optimise their digital presence. “Having all the information on a single platform helps you be more agile and efficient, and make better data-driven decisions,” summarises Ana Lara.
Every point of sale is a showcase. Data Seekers lets you see all your product information at a glance and ensure every seller meets your brand standards across the market.