In the world of e-commerce, the ability to effectively help consumers discover the products they’re interested in is crucial for success. Yet recent findings reveal significant dissatisfaction among online shoppers regarding product discovery experiences. A Constructor survey highlights that four in ten online shoppers are giving these experiences a grade of ‘C’ or lower. This raises an essential question: What contributes to this dissatisfaction, and how can retailers improve the shopping journey?
The survey, which surveyed nearly 900 shoppers across the U.S. and U.K., is part of Constructor’s second annual State of Ecommerce Search and Product Discovery report. One notable finding is that 70% of respondents believe the search functions on retail websites need substantial improvements. This sentiment emphasizes an urgent need for retailers to rethink their product discovery strategies.
A striking aspect of the survey is the amount of time shoppers report spending on product searches. Approximately 44% of shoppers claim it takes at least three minutes to sift through the available search results to find the products they desire. This lag can significantly detract from the shopping experience, leading to frustration and abandonment of carts. In an age where instant gratification is increasingly standard, taking too long to locate products can drive consumers away.
The reformulation of search queries is another pain point for consumers. A large portion of shoppers—41%—frequently or always need to adjust their search terms to guide e-commerce engines to better understand what they are looking for. A staggering 85% reported having to do this at least occasionally. This not only wastes consumers’ time but may also lead them to feel disconnected from the platforms they are using, as they navigate through multiple iterations of queries to find the right product.
Furthermore, while many search results may technically match a shopper’s queries, 42% express dissatisfaction with the relevance of those results. For instance, if a shopper searches for “shirts,” the site might return various shirt options, but those choices often fail to align with the shopper’s individual preferences. This frustration is even more pronounced in the U.K. than in the U.S., where 48% of shoppers reported similar issues.
Nate Roy, strategic director of e-commerce innovation at Constructor, emphasizes the importance of product discovery in enhancing customer experience. “Good product discovery experiences literally pay off,” he stated. As technological advancements continue to lower barriers for implementation, retailers have the opportunity to make meaningful improvements in how products are presented to consumers.
The rising expectations surrounding digital experiences also mean that successful retailers must adapt to these changes to stay competitive. Features like AI-driven recommendations and personalized search results stand out as ways to enhance the shopper’s journey. Implementing advanced search technologies can better connect consumers with the products they truly desire, ultimately improving their satisfaction and increasing conversion rates.
For instance, retailers can utilize machine learning algorithms to analyze browsing and purchasing behaviors. This type of data analysis enables the platform to present curated product suggestions that genuinely reflect a shopper’s tendencies. When customers see products that align with their interests, they are more likely to engage and complete purchases.
Conversely, lagging behind in product discovery innovation can lead to missed opportunities for sales. Consumers are increasingly drawn to platforms that provide speed and efficiency in navigating their options. A good experience during the product discovery phase often translates to a positive view of the brand overall. Retailers that neglect this area may find themselves struggling to retain customers.
Moreover, it’s essential for businesses to prioritize user experience in mobile applications, as mobile shopping is on the rise. A streamlined, intuitive interface can prevent customers from feeling overwhelmed. Retailers should aim to minimize the number of clicks required to reach a product, thus speeding up their journey from search to purchase.
Ultimately, improving product discovery is integral to enhancing the overall online shopping experience. Retailers should take heed of the data from Constructor’s survey and actively work to refine their search capabilities. Investing in better search technology and focusing on personalization strategies are fundamental steps to meeting shopper expectations and increasing satisfaction.
The current environment encourages retailers to rethink how they present their products and engage with consumers. With informed strategies, businesses can revolutionize their product discovery process to not only boost conversion rates but also cultivate loyal customer relationships.
The stakes are high, but so are the opportunities. By prioritizing effective product discovery, retailers can turn browsing into buying and elevate their customer experience to new heights.