We all know how frustrating it can be when we can’t find what we’re looking for. It doesn’t matter whether it is something you’ve lost at home or something you want to buy in-store or from an online retailer it doesn’t take long before you’re at the end of your tether, and ready to give up. And the research tells us this is exactly what people are doing.

And as much as you’re able to send in support for in-store visitors, it is much harder to do online and once they’re gone, they’re gone. The key is to make it easy for people to find what it is they’re looking for.

New research from AI-powered discovery technology, Klevu, found that a majority of eCommerce websites fail to deliver results when processing complex search queries, which account for 17% of all searches, causing £8m of lost revenue.

 

Complex Search Queries or Just How People Shop?

The research by Klevu into product discovery methods on retailers’ websites reveals that there are usability and accessibility issues with the search experience on 80% of UK eCommerce websites. And yes, you read that right. 80%!

The main issues are around the ability for these sites to process complex or natural language phrases such as those involving price range or product attributes, or even to handle misspellings.

In the most critical cases, 26% of eCommerce websites couldn’t process simple misspellings and were unable to return relevant results and 30% showed zero results when faced with a query such as ‘mens jacket under £100’. This signifies that a vast majority of retailers are unprepared for the future of product discovery, including voice search, bots, and other zero interface interactions.

The eCommerce Discovery Report by Klevu also showed that 17% of all searches are considered complex, using three or more words costing retailers with poor UX £8m per year.

The data is based on an average number of sessions per month, average order value online in the UK, typical search-led sessions are around 20% of all web traffic, and conversion rate from search is often 5%, bringing potential lost revenue per month to £671k and £8m annually.

It highlights a lack of understanding of how people are looking for products and information. Long-tail search or ‘complex queries’ have become the standard way people use Google. And in most cases, Google is presenting related search results to users in the long tail format and as a result, people expect all websites to be able to do the same.

 

The eCommerce Discovery Report

These results are from the Klevu Ecommerce Discovery Index which includes a comprehensive review of 50 major UK retailers over 40 criteria including mobile search, voice search and natural language processing, personalisation, product recommendations and more.

Retailers covered in the research include a selection across sectors and using a variety of enterprise eCommerce technologies including Oracle, Salesforce Commerce Cloud, IBM, SAP Hybris and more.

You can head over to here and download a copy of the report if you want to dig a little deeper into the results.

 

Next steps

The first thing to do is to identify if the issue exists for you. It isn’t hard to perform a couple of searches on your site to discover if it is leading people straight to the exit.

If you think there might be a problem, come talk to us. We have experts in UX who can help you assess the extent of the challenge and if we think it needs some fixing, we can help you connect to Klevu and enhance the search experience for your customers.