How To Increase Conversions With On-site Search Optimization
To increase your website’s conversion rate, pay attention to on-page SEO. Unlike technical SEO, which deals with your site’s backend, on-page SEO is concerned with the content on your pages. One of its critical components is on-site search optimization.
Businesses looking to boost conversions with on-site searches should follow how an SEO agency does it.
This article will discuss the following:
- Search bar design and placement
- Query autocomplete
- Faceted search
- Search results page
After the discussion, you should know the best practices for on-site search optimization that lead to higher conversion rates. Let’s go!
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Get the Design and Placement Right
When browsing a website, most users first look for the search bar. The faster they find it, the better. A concealed search bar wastes the user’s time and harms the user experience (UX). Therefore, your site should make the placement of the search bar obvious.
Put the search bar in a prominent location. Place it where users expect it to be, like the header or the top of the sidebar. The objective is to make it easily visible and accessible. You should also make it stand out from other elements of the page. Use other visual elements, like color contrast, to direct readers’ eyes to the search bar.
Include a search button. Apart from helping users locate the search bar, a search button has an actuation that gives users a satisfying response. Unlike just hitting “Enter” on the keyboard, clicking on a search button lets users know the search bar worked.
Your search bar needs text, such as “advanced filters,” to describe its tools. Make sure to use only everyday language that most users understand. Be concise and avoid cluttering the menu. You do not want to confuse users before they can even launch a search query.
The methods discussed above are essential to making your on-site search functionality adequate. They immediately give users a good first impression, which can make the difference between achieving a good conversion rate and failing.
Implement Search Query Autocomplete
Many users rely on search query autocomplete to find what they need. When they forget a particular term or seek to confirm the correct spelling of a word, this feature comes to their rescue. Even if they know what to put in the search bar, autocomplete still helps by cutting the process by a few seconds.
Reliable search tools implement search query autocomplete, and your website should do the same. Let us discuss the best practices for using this feature.
- Use common keywords: Your suggestions are pointless if the users have trouble recognizing them. Use terms commonly used by site visitors when searching for products or services on your website.
- Display images: Images are a great addition to any autocomplete feature. They help users identify products and narrow down their search.
- Provide relevant suggestions: An autocomplete feature that does not provide suggestions is not doing its job. Analyze user behavior to provide relevant suggestions.
- Categorize suggestions: When applicable, grouping suggestions by category or product type is strongly recommended. Doing so helps users locate the correct area of your website.
- Feature a user-friendly interface: Site visitors will not bother with your autocomplete feature if it is a hassle. Ensure that it is intuitive and provides clear instructions on selecting a suggestion or continuing with the search.
Use Faceted Search
Faceted search allows users to filter search results based on specific attributes like price range, color, and brand. E-commerce websites, in particular, need this feature because it helps users filter their massive product inventory as quickly as possible. Even if you do not have a large inventory, featuring faceted search can still enhance the UX, ultimately increasing conversions.
If you are new to faceted search, here are some pointers to get you on the right track:
- Use clear labels: A font style that is easy to read should represent the attributes or categories. The design of the labels should be clear, too.
- Prioritize filters: Some filters are less important than others, so you should not put them at the top of the options. Instead, make the most relevant filters easiest to access.
- Make filters easy to apply: A user-friendly and intuitive UI (user interface) should accompany your faceted search feature. Users should have no trouble applying filters and removing them without starting over.
- Display the number of results: Users should be able to see the number of results easily, so place it where it is noticeable. This helps users determine which filters are most effective in narrowing down their search.
- Remove unnecessary filters: You want users to have plenty of filters, but do not overdo them. Use only the necessary ones to avoid making the search process overwhelming.
Create an Effective Results Page
If you are familiar with all kinds of SERPs, you know that search results can significantly affect your conversion rates. If your results page shows exactly what users need based on their query, you can convert them easier. Your search tool should provide the most relevant results and present them effectively.
An effective search results page provides a seamless and intuitive user experience. They feature relevant visuals to grab the user’s attention. For instance, product images on the results page pull users in, exposing them to all products relevant to their search terms. This increases user engagement, which is beneficial for your conversion rates.
The point of using images is not just to grab attention but also to describe. Sometimes, the user simply needs a clear image to find exactly what they need. However, some attributes are beyond what images can describe. This is why your search results should feature brief descriptions that give users a good overview.
Pricing is vital information to include on the results page. After all, product price is a critical consideration for many consumers. Displaying them helps users quickly find the right product for them.
These practices are only effective if supplemented by a user-friendly interface. The images and descriptions should be presented clearly in a layout that is easy to navigate. The cherry on top would be to provide an option to filter search results, speeding up the users’ search even more.
If you worked hard to generate traffic using off-page SEO, you should pair it with an equally tenacious on-page SEO campaign. Invest time and effort into your on-site search functionality to make your on-page SEO effective. If your search tool provides users with relevant results quickly and conveniently, it will benefit your conversion rates.
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