There are several general searchandising strategies that you can use to provide the best shopping experience for your eCommerce customers. Here are some of the most effective:
Personalization
Searchandising is all about converting browsers into buyers, and personalization is one trick that works. By creating a list of related products you know a certain buyer will like, you're much more likely to see them click through and buy additional items.
These personalized results can be done by AI programs that look at specific factors like age, gender, geographic location, and even previous purchases. All of these go into creating the user experience that buyers truly desire.
Develop a Series of Search Rules
Do you have a certain type of product that you prefer to promote at certain times of the year? For example, someone selling holiday decorations will want to start promoting their Halloween items once September rolls around.
You can adjust your site's search results to boost these items to the top of the list while placing others lower down in rank.
Expanding on this, you can also create search rules for specific KPIs, any particular business goals, and several other things based on how you want certain items to appear in the rankings and results.
Create a List of Recommended Products
Everyone likes lists. A list of top-selling or most-searched-for items draws clicks and purchases. You can also put together groups of related items that a person may need, such as a belt to go with the pants they just put into their carts.
Having your AI systems create these lists provides additional selling opportunities. If you did them right, your customers would take advantage of buying some of those suggested products.
Put Your Ad Campaigns to the Test
Here's an example that shows just how useful these ad campaigns can be. Someone searches for a new pair of skinny jeans online. They find a pair from your store and purchase them.
After this, they start seeing ads on the other websites they frequent (such as news sites and so on) for other pairs of skinny jeans in slightly different styles, all sold on your website.
Clicking on one of these ads brings them directly to a page of your site where they can purchase this other pair of jeans. If your customer service and overall shopping experience were top-notch the first time around, then this person will probably buy that other pair of jeans.
Ad campaigns can be useful, especially if you take the information that your AI programming has gleaned from a particular customer and use it to get them to make another purchase.
This is searchandising at its finest. Not only do you get another sale, but your techniques convert a single purchase customer into a repeat buyer. This is what every eCommerce shop wants.
Always Track and Use Your Data
The data that you glean from your customers is very useful no matter what they're purchasing. You can have your AI programming keep track of which items a person has looked at, which ones they've purchased, the terms they used to find certain things on your site, and more.
You can take all of this information and create a series of profiles for your customers, either personal ones based on a shopper's exact wants and needs or general groupings broken down by things like age and gender.
The more data you have, the better your product suggestions will be for those who fall into those groups, making it more likely that they'll buy something.