How Site Search Data Can Revolutionize Your Website Optimization

Digging into your eCommerce site search data can tell you a lot about what your customers want and how they shop. If certain products are searched for all the time, that’s your cue to spotlight them in your marketing, while if people keep searching for things that don’t exist on your site, that’s a hint to expand your inventory or add new content.

If you're eager to learn more about how to improve your site's optimization from your search data, here's how.

» Skip to the solution: Fast Simon's AI-powered eCommerce search tool

Benefits of Optimizing Your Website With Site Search Data

• Higher conversion rates: Visitors using site search often have higher purchase intent than those who browse, up to 67%. By analyzing search data to highlight popular products and improve relevance, businesses can enhance user satisfaction and streamline the purchase journey, ultimately driving more sales and increasing their overall conversion rates.
• Increased user engagement: About 69% of online shoppers use the search bar as soon as they land on a website. A well-optimized search function keeps users engaged by quickly providing relevant results. When users find what they need easily, they explore more pages and stay longer, increasing session durations and interaction rates.
• Reduced bounce rates: Around 90% of customers use internal searches on a website, but only 50% find what they're looking for due to poor search functionality. Enhancing the quality of on-site search engines can lead to higher user satisfaction and lower bounce rates.
• Improved customer retention: User frustration with poor search experiences can lead to lost customers, with 80% of shoppers likely to leave a site if they encounter search difficulties. Investing in accurate, intuitive search functionality fosters positive experiences, encouraging repeat visits.

» Not sure which statistics to track? Here are some crucial site search statistics to start with

Optimized Search > Optimized Website

Fast Simon's AI-powered eCommerce search tool can help you optimize your search experience, leading to higher conversion rates, increased user engagement, and more.

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4 Key Strategies for Leveraging Site Search Data in Website Optimization

The most common problem areas related to site search include:

• Search terms not matching what’s on your site: People often use different words than what’s in your product descriptions. Like searching for “sneakers” when your site calls them “athletic shoes.” Watching these patterns helps you update your product names so customers actually find what they’re looking for.
• Users constantly refining their searches: If shoppers keep tweaking their search terms, your initial results probably aren’t cutting it. This could mean your search algorithm needs fine-tuning or your product descriptions and tags need better detail.
• High search exit rates: If people leave your site after searching, they’re likely frustrated by poor results or not finding what they need. Fixing this might mean improving your search tool or adding products that people clearly want but can’t find.

If you want to manage these problems using the data from your site search, here are the top strategies for doing so.

» Confused? Read our tips for navigating internal site search analysis



1. Streamline Navigation

Start by analyzing top search queries to identify frequently sought products or content, then adjust the site’s main navigation to feature these prominently. Pay attention to how often users search and whether they leave right after. If many bounce after searching, your results might not be hitting the mark, and it’s time to tweak your search settings or improve your site’s navigation.

For example, if “wireless earbuds” is a popular term, ensure that the necessary categories are easily accessible from the homepage and search results for related terms.

Example: Amazon's Personalized Navigation

Amazon uses extensive search data to inform its website structure. By analyzing customer search patterns, Amazon dynamically adjusts product recommendations and category placements, ensuring users can easily find desired items that appeal uniquely to them.



2. Boost SEO

Looking at your site search data is a goldmine for improving your SEO. When you know the exact words your customers use, you can tailor your content to speak their language, making your site more user-friendly and boosting your search rankings.

Site search data can also improve internal linking by connecting related content. For example, if “yoga mats” is a popular search, link product pages, blog posts on yoga routines, and accessory categories with related products into your merchandising strategy. This not only enhances user experience by guiding them seamlessly through the site but also improves SEO by signaling content relevance to search engines.

» Not sure what a positive experience means? Learn from these brands with great eCommerce shopping experiences

Example: Tread Labs' Supporting Content

Tread Labs understands that they need more than great products to outperform the competition, and they leverage this with supporting content. They identified that one of their product ranges, "sandals for plantar fasciitis," was also a high-performing keyword with lots of competition. In order to maximize their product discovery, they created a highly-informative blog post that ranks in the top spot on Google search results and then linked to their relevant products from there.





3. Harness Trends

To stay ahead of eCommerce trends and meet your customers’ needs, make it a habit to regularly review your site search data. Keep an eye out for sudden spikes in searches for certain products or categories. This often means demand is growing, and it might be time to adjust your inventory, launch a promotion, and craft some product bundles.

Don’t forget to track seasonal changes too, since what customers search for can shift throughout the year. When you use these insights to refine your product offerings and marketing strategies, you’ll create a better experience for your customers and drive long-term growth for your business.

Example: Etsy's Top Searches

Etsy understands the value of trends and leverages this to push popular products directly from their search bar. Before a user begins typing, they offer rotating recommendations for that week's popular products and searches.



4. Personalize the Experience

Did you know that 80% of customers are more likely to make a purchase when brands offer personalized experiences? eCommerce personalization is quickly becoming a necessity for all brands. Here's how you can utilize site search data to improve your store's personalization:

Segment Customers Based on Search Behavior Analyze search queries to identify distinct preferences within different customer segments. For example, if a segment frequently searches for coffee products, users that align with that demographic should see highlighted sustainable options in their browsing experience.





Optimize Product Recommendations Use site search data to suggest personalized product recommendations. If a user searches for “wireless headphones,” display related accessories or top-rated products in that category.





Implement Dynamic Content Displays Adjust homepage design through banners, promotions, and featured products based on popular searches. For instance, if “spring apparel” is trending, showcase those items prominently to relevant users.





Enhance Autocomplete Suggestions Incorporate frequently searched terms into autocomplete to guide users efficiently. This helps reduce search time and increases the likelihood of conversions.



» See our top autocomplete strategies



Address Search Gaps With Tailored Content

Identify products or information users search for but don’t find. Develop new pages, categories, or inventory to meet these demands.



» Make sure you understand the difference between categories and collections

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How to Ensure the Accuracy and Relevance of Site Search Data

Inaccurate data or misinterpretations can lead to ineffective optimization that could harm your site more than benefit it. To prevent this, be sure to implement these simple tips:

• Regularly clean and update your search data: Make sure to frequently review and clean your site search data by removing outdated terms and fixing inaccuracies. It’s easy for irrelevant or incorrect data to skew your insights, so keep things fresh to ensure your optimizations are based on what users actually want.
• Implement proper tracking and segmentation: Track search data by segments like location, device, or customer type. This helps you see patterns clearly and avoid making broad decisions based on a single user group. It’s like using a map where you need all the right details to get where you’re going.
• Analyze no-result searches carefully: Pay close attention to what users are searching for but not finding. Sometimes it’s just a missing product, but other times it’s a sign that your site structure or keywords need a tweak. Fixing these gaps can quickly improve the user experience and increase conversions.

» Need more help? Here are our best practices for site search UX

Fast Track Your Site's Optimization With Site Search Data

Site search data is a goldmine of insights waiting to be tapped. By understanding what your visitors are searching for, you gain a direct line into their needs, interests, and pain points. This knowledge empowers you to make data-driven decisions about everything from content creation and product development to site navigation and user experience.

The best part is that it doesn't take complicated processes or technical understanding to leverage site search data probably. With a powerful AI-driven tool like Fast Simon's eCommerce Search, you can start leveraging the benefits today.

» Ready to begin? Book a demo with Fast Simon today