Nosto：2023年电子商务搜索报告_20页_4mb

The Future of Ecommerce Search Summary

Core Content Overview

This 2023 research study, conducted by Nosto in partnership with Censuswide, evaluates the expectations and experiences of both consumers and brands regarding ecommerce site search. The research comprises three main components: consumer sentiment, brand sentiment, and real-world site experience testing. The key findings reveal a significant gap between what consumers want and what brands are currently delivering in terms of search functionality and user experience.

Main Findings

Shoppers' Expectations

• Search Bar Importance: 69% of consumers go straight to the search bar when visiting an online store.
• Conversion Impact: 80% of consumers have exited a website due to poor search performance.
• Irrelevant Results: 69% of consumers often see irrelevant results, and 35% have left a site due to this.
• Personalization: 70% of consumers are more likely to complete a purchase if search results are personalized.
• Content in Search: 61% of consumers are likely to engage with relevant content shown in search results, and 59% are likely to buy products after consuming such content.
• User-Generated Content (UGC): 51% of consumers engage with UGC in search results, and 54% are likely to buy after seeing UGC.
• Alternative Suggestions: 56% of consumers are likely to continue shopping if alternative products are suggested when no results are found.

Brands' Perceptions and Deliveries

• Belief in Relevance: 99% of brands believe their search results are relevant, with 35% considering them extremely relevant.
• Missing Features: Brands are missing key functionalities such as error tolerance (76%), personalized search results (66%), alternative product suggestions (65%), and dynamic filters (56%).
• Investment Intent: 84% of brands plan to invest in improving site search, with 30% strongly agreeing.
• Pain Points: Brands face challenges like unstructured product data (29%), lack of merchandising functionality (27%), and implementation complexity (26%).

Key Areas for Improvement

• Relevancy: 79% of real-world tests showed websites returning irrelevant items from 2-word queries.
• Filters and Facets: 27% of consumers have left a site due to the lack of filters, and 56% of brands do not have dynamic filters.
• Content Integration: Only 11% of websites serve content alongside products in search results.
• Speed and Performance: 31% of consumers say search speed is a key area for improvement.
• Mobile Experience: 22% of brands cited a poor mobile search experience as a pain point.

Key Metrics

• Error Tolerance: 76% of brands lack error tolerance.
• Personalization: 66% of brands do not offer personalized search results.
• Alternative Products: 65% of brands do not recommend alternative products when search results are empty.
• Autocomplete: 60% of brands do not have autocomplete features.
• Content in Search: 60% of brands do not include content in search results.
• UGC in Search: 57% of brands do not include UGC in search results.
• Facets and Filters: 56% of brands lack dynamic filters and facets.

Consumer Demographics

• Younger Consumers (25-34): More likely to engage with UGC (75%) and buy after consuming it (76%). They are also more likely to want content in search results (28%).
• Older Consumers (55+): Less likely to engage with UGC (31%) and less interested in content in search results (15%).

Summary of Key Insights

• Search Relevancy: A critical factor for both consumer satisfaction and conversion.
• Content and UGC: Offer significant opportunities for engagement and conversion, especially among younger demographics.
• Personalization: Highly valued by consumers, yet only 34% of brands are currently implementing it.
• Alternative Suggestions: Can help retain customers when search results are empty.
• Filters and Facets: Essential for efficient navigation, but only 44% of brands offer them.
• Performance and Speed: A major concern for consumers, with 31% citing slow search speeds as a key issue.
• Mobile Experience: 22% of brands report poor mobile search experience as a challenge.
• Analytics and Metrics: Only 17% of brands are actively measuring key search performance metrics, limiting their ability to optimize the search experience.

Conclusion

The study underscores a clear expectation gap in ecommerce site search, with consumers demanding more relevance, personalization, and content integration than brands are currently delivering. Brands have the intent to improve but face challenges in implementing advanced search features due to technical limitations, lack of data measurement, and complexity. Addressing these pain points through better search solutions and leveraging consumer data can significantly enhance the shopping experience and drive conversions.