In the online empire, shopping options are multiplied, offers are endless and competition is rife. Retailers spend thousands on securing product visibility on shopping channels and marketing platforms around the globe, from the most popular to the most niche. In doing so, some retailers only consider external marketing channels – and they forget to look at the performance of search results on their very own shop.
On-site search is just as important as online search performance
When you eventually do get a shopper on your own web-shop, you want to keep them. Give them the best possible experience – or simply: give them what they’re looking for.
If you type “ankle boots” in the search bar of a store, do you really need to see the same item appear five times, in 5 different sizes? We hope not. However what you do need to see is if an ankle boot comes in a different color, or shade of color.
So, same same but different?
The same item can be listed in the available colors but the available sizes for each color should be kept as details on the product page (once clicked). See it as: size is predetermined for a shopper, whereas color is a choice. They want choice.
The example below shows the on-site search engine’s results for “blue jacket”. As you can see, the middle and the right listing are the same item, in two different shades of blue.
Wondering how this retailer got it right? Thank their marketing agency and Productsup certified partner: norisk.
We have a use case that shows how norisk easily created one such feed for their retail clients: www.sportschuster.de. Without the right tool though, it would not have been as simple. Using the Productsup platform, the e-commerce marketing agency successfully solved two challenges they encountered in the process. Download the use case to see how Productsup helped norisk and how the special “merge variants” service was particularly helpful in the case.