It is not necessarily the product that the best selling is looking for!Up CVR in correspondence to searching inside the site that is becoming more personalized
Explain this by NTT Resonant's senior consultant, Keiko Kitaoka, which offers an AI -equipped EC site search engine "Goo Search Solution).We will explain the points to increase the accuracy of searching in the eC site, what to hold down with the search function, and new search experiences that are expected to be generalized in the future.
The accuracy of searching on the site has a significant impact on the purchase rate and withdrawal rate
"The EC demand itself is increasing due to the corona evil. If the accuracy of the search function in running the EC site, the impact on sales will be greater," says Kitaoka.There are three main reasons for search functions.
- キーワード検索を経由して商品にたどり着いたユーザーは、圧倒的に購買率が高い
- サイトを訪れたユーザーの8割が検索を利用する一方、半数以上は検索で商品が見つかっていない
- 商品が見つからなければ8割以上のユーザーがサイトから離脱する
The overwhelming factor in the purchase rate of users who arrived at the product via the keyword search is that the user who has almost determined the product you want will use the on -site search, so if you find the product you want in the search results, you can purchase it.This is because the probability of conversion is high.
Various conductors can be considered, such as narrowing categories on the site, flowing from external searches, and via advertisements, until visitor reaches the product details page.Among them, the survey has shown that the purchase rate of users who arrived at the product details page by searching inside the site is about 10 times higher than other inflow routes.
According to a user questionnaire conducted by NTT Resonant, about 80 % of users answered, "After accessing the site, do keywords first."However, more than half of them say, "I have not found the product I want in the search."Even if a search box is installed on the EC site, if you do not reach the product you want with low search accuracy, it may lead to a loss of sales opportunities.
In response to the question "What to do if you can't find the product you want", "go to other sites" (56 %) "Go to the actual store" (29 %), more than 80 %.It turns out that you will leave the site.It is speculated that this survey was conducted before the Corona, so that the percentage of "going to actual stores" is decreasing and the percentage of "going to other sites" is increasing.
Why can't you find the product you want even if you search on the site?
It is said that there are many cases where the user has the items that corresponds to the product he wants, but cannot find the product he wants in the site search.The factors are roughly integrated into three.
- ユーザーの検索方法に問題がある
- 検索結果に表示されるが、後ろの方に表示されていてユーザーが見ない
- キーワードに当てるだけの検索になっているため、ユーザーが求める商品が表示されない
What is the first "there is a problem with the user's search method"?According to a survey released by Google in 2020, one of the 10 search inputs has one spell mistake.This is a Google search survey result, but it is quite possible that a certain number of input mistakes occur in the search box on the EC site.
For the second "displayed in the search result, but displayed in the back and users do not see it", it goes without saying to the person in charge of SEO.The user has not seen the search results to the bottom.The "importance of being displayed at the top of the search results" is not only in SEO but also in product search results on EC sites.
The third case, "the user is not displayed," is often found on general EC sites.For example, a case where peripherals such as earphones corresponding to "bio" are displayed at the top of the search results just by matching the keyword to users who are looking for "VAIO" for PC products.There is.
In addition, there are cases where the search results are displayed in the search results, which responds to the word "violet", which has nothing to do with the product you want.As a result, if the desired PC product itself is not displayed at the top of the search result, it will lead to the withdrawal from the site.
Have you introduced the search function and ended it?
Kitaoka pointed out that the chatbot and recommendation function, including search boxes, should not be satisfied just by introducing them.It is said that these functions have been started after the introduction, and there are cases where the functions have not been fully demonstrated due to neglecting operations.
Instead of simply setting up a search box and displaying the keywords, I want to keep the points to realize the search function that displays the product that users are looking for.
First, it is important to correctly interpret the keywords entered by the user.If a user looking for a microwave is entered in response to the "range", the word "orange" is displayed in response, so the keyword is not separated in the correct place, so it is just applied to the word.It is considered to be.
Next, the indispensable thing to increase the accuracy of search is to absorb "be noted".For example, in cases where users are looking for a trash can, they are looking for a huge number of inputs, such as "garbage box", "garbage box", "trash can", "garbage", "dust box".How to do it.It is said that the corresponding product must be displayed in any keyword, but the joy is often occurring in searching for EC sites.
In fact, there are numerous variations in the Japanese notation as shown in the figure below.
Finally, the important thing is to display it in the "order that users are looking for".Even though it is not a "product that users are looking for = the best -selling product", if it is displayed in the order of selling, the product that is completely different from what you are looking for may be displayed at the top.For example, when searching with the keyword "T -shirt", the selling sneakers that say "fit the T -shirt" in the product description are displayed at the top.
Optimize search results without having to operate with AI
It is necessary to optimize the product that hits the search for each keyword, and to display the product that matches the user's sought.As a solution to the complex and vast amount of operation, NTT Resonant recommends the use of AI.
The company's on -site search engine "Goo Search Solution" provided by the company is equipped with AI, so it is strong in response to the fluctuation.In addition, search results can be automatically optimized from the user's behavior log.Another advantage of EC operators is that the use of AI has a small burden on the operation of the search function.
The AI of "Goo Search Solution" accumulates on the server, such as what kind of search the user who visited the EC site did, what kind of product was clicked, and what did you put it in a cart?The search results are optimized using the behavior logs.
Products that have been talked about on TV, products that have increased their needs due to seasonal events such as mother -in -law, and are reflected in the search results by optimizing AI from the logs that accumulate every day.
NTT Resonant uses the abundant shaking data accumulated in the operation of the portal site "Goo" in "Goo Search Solution", so he has demonstrated its strengths in response to the fluctuation.In addition, since it is possible to automatically create a loud "dictionary" for each company that introduces "Goo Search Solution", it can absorb the blurred bloating without any trouble in any product.
What will happen to "Mirai search" in the future?
In addition to the conventional general search that the corresponding product is displayed when you enter a keyword in the search box, various search functions have appeared.
Voice searches, which are already spreading with smartphones and AI speakers, are increasingly increasing user needs, and are evolving to meet their needs.
The Android app of "Mobaok" uses a characteristic UI for audio search.For example, if you say, "I want a new wristwatch within 1500 yen free shipping", I try to display the conditions of the product I want instead of displaying the search results directly.
If you suddenly display the search results, you may see many products that do not match your needs if you are not able to correctly recognize the words and conditions you spoke.In order to prevent such stress, the conditions are presented, and the search results are displayed after checking whether it matches the content you talked about.
What is the mechanism behind the audio search?For example, if you search for a voice saying, "I want a popular watch in Casio," if you search with the same keyword, nothing will appear in the search results.First, it is disassembled for each part of speech, determined the necessary words, and searches under the necessary conditions with this word.It is said that such a mechanism can display high -precision and optimal search results even if you search in natural words.
Voice search is (1) input speed speed (2) hands -free (can be searched while doing something) (3) Eyes -free (you can search while looking at something) -It is high in user.In fact, the convenience of voice search that can be used "while" seems to be one of the increasing users of smart speakers.
In the search field, the needs and importance of "personalization" are increasing.Digitalization is progressing, and personalization in all fields is increasing as the user's logs are accumulated, but search functions can also display personalized search results.
What is the personalization of search?For example, if you search for a "scoop" keyword, it is thought that there are many cases where you can find scoops for snow shoveling in winter, and you are probably looking for gardening scoops because there is no snow in Okinawa.It is effective to divide search results in the area where the users live, and the "Goo Search Solution" has achieved a higher conversion.
In addition, there are cases where products that match the needs are displayed by separating search results by corporate customer or individual customers.
The EC site "COTTA", which sells sweets and bread ingredients, introduced "Goo Search Solution" in October 2020, implementing personalized functions.At that time, search results were divided for corporations and individuals.
For example, if a user looking for sugar is a corporate account such as a restaurant, a large -capacity business size is displayed from the top, and for personal accounts, personal sizes are prioritized.
In "Cotta", it is said that the conversion of corporate products has been greatly improved, especially by dividing it by corporation and individuals.
Introduction of "Goo Search Solution" by searching
According to the case of "Goo Search Solution" companies, the probability of "0 hits (searched but nothing came out)" was reduced by 25 % due to enhancing search functions, and the number of search results was 23.Various effects are produced, such as increasing %.
"Nano Universe" has been able to respond to the fluctuation, and it can be operated intuitively on small screens such as smartphones, and the introduction of the function "Touch Sagest" to make it easier to reach the target product has been successful, and the conversion rate is 85.% Up, the number of PV per person is 1.5 times extended.As a result, sales have reached more than twice before the introduction.
In addition, Toys R Us has achieved not only a significant reduction in human hand operation, and resources can be turned to other measures, but also improves 0 hits and up to 400 %.There is.
The search function must be operated every day while repeating improvement and optimization.So, is it effective to tuning frequently by human hands?"It is effective, but it will be very limited," says Kitaoka.The reason is that almost all EC sites have a long tail keyword configuration.
The long tail is composed of the upper part of the "word searched by many people" shown in the blue frame as shown in the figure below, and the tail part of the "niche word" shown in the red frame.。In order to enhance the conversion in the search, the tail part of the red frame is more important, and you must keep putting your hands on it to improve and strengthen here.
However, there is a limit to improving the log of the tail by looking at each person by the hands of the tail.Not only that, but the part that people can actually put in is a very small place, which is less than 1 % of the top blue frame, so it has a great effect even if it only supports it.I can't get it.
He says that searching for its own EC site is functioning, on the operation site, and wants you to keep in mind in your daily operation.
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