What are the most important e-commerce search metrics? And how can it help you generate more sales?
The Value of E-commerce Search Metrics
Site search is one of the strongest signs that your customer wants to buy from your site. But, most of the e-commerce sites do not pay attention to the value of e-commerce search metrics.
Also, more and more businesses switched to online retails now. Thus, you must understand the importance of search metrics.
The Most Important E-commerce Search Metrics
Revenue per Search
Let me ask you a question. Can your e-commerce site generate sales every search? One customer may search for four items on your e-commerce site.
In the end, he spent $400 from the items he searched for. Thus, you can say that every search is worth $100.
Easy, right? You can know the search experience if you put a value (or a dollar) on every search. Thus, revenue per search is the best search metric for your site.
Also, it can give you insights about your customer’s behavior. And it will grow your conversion and sales.
Why is search utility important? Low search will tell you that there may be something wrong with your site search. It can also mean that your site isn’t satisfying your customers’ search experience.
Also, it can indicate hard-to-read results. It can also tell you that the images are too small.
If you track this e-commerce search metric, you’ll find out if your customers are comfortable with your system. So, you will know what areas you should improve.
How can you calculate your search utility? You can divide the number of users’ search sessions by the total number of sessions. Simple, right? So make sure you take note of this.
Search Conversion Rate
If your site search system is effective, there will be a higher conversion rate of the searches. Remember, if your search system is accessible and easy to use, it will generate more sales.
Also, the search conversion rate metric is a good merchandising tool for your site. You can track that by taking the total number of sessions where a user bought an item. Divide it to the total number of sessions.
If the search conversion rate is high, then it is also generating high sales.
Percentage of Returning Customers
Tracking your returning customers will help you generate sales, too. So, track those loyal customers who come to your site to spend money.
The percentage of returning customers will help you know if you applied the following:
- good customer service
- reasonable price
- established trust
- customer sentiment
Moreover, I know you’ll agree that happy customers are your best friends in marketing. They will leave reviews that will help new customers build trust in you, too. Reports show that reading reviews will influence a user’s decision to buy something.
And if you know who comes back and who doesn’t, you can improve your engagement strategy.
By applying these metrics, your business will grow. So make use of at least one metric. That is a secret in building a data-driven e-commerce website.