Small scale research with US consumers suggests that basic failings in site search could cost eCommerce retailers an estimated US$13.8 billion in lost sales this coming Black Friday/Cyber Monday (BFCM). It also finds that shoppers want retailers’ site search to provide content—including authentic user-generated content (UGC)—alongside product listings to help them make better-informed buying decisions. And it highlights the need to personalise search results while revealing that younger millennials aged between 25-34 are most reliant on-site search.
The survey of 1,000 US consumers from Nosto found that the majority (77 per cent) of shoppers head straight to the search bar when they land on an eCommerce site. However, 84 per cent of all consumers admit they’ve left an eCommerce site because of search issues, including irrelevant results, too many/too few products being displayed or being directed to out-of-stock items.
Based on these findings, and on projected eCommerce sales revenue/average order values, Nosto estimates that US online retailers could be leaving US$13.8 billion in online sales on the table during Black Friday and Cyber Monday by not addressing basic search errors.
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