Shopping is Hard, Let’s go Searching!

  • Analyze your 1,000 most frequent queries and see which ones are underperforming in terms of clicks or conversions. Figure out why, and see if there are patterns. To the extend that you have resources, develop curated, optimized landing pages for your most frequent queries.
  • Look at spelling correction. Estimates of the fraction of misspelled search queries vary, but a variety of studies place it between 10% and 15%. You’ll never have perfect spelling correction, but it’s an area where improvement can mean the difference between a shopper finding something vs. nothing.
  • Invest in autocomplete. Autocomplete isn’t just a way to help searchers type less. It also guides searchers, helping them express their intent through better queries. Make sure that autocomplete is suggesting queries that are not only popular, but also have good performance.

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