Nosto：2023年电子商务搜索报告-20页_4mb

Summary of "The Future of Ecommerce Search"

Introduction

A comprehensive 2023 three-part study by Nosto and Censuswide examines the gap in expectations between shoppers, brands' perceptions, and actual performance in ecommerce site search. It underscores the search bar's role in online commerce and identifies key areas for improvement to enhance consumer conversion and engagement.

Key Comparison: Shopper vs. Brand Sentiment

• Consumer Expectations: 69% of consumers use the search bar first upon landing on a site; 80% have exited sites due to poor search performance.
• Brand Perceptions: 99% of brands believe their search results are relevant, but real-world tests show 79% of sites display irrelevant results.
• Opportunity for Improvement: Significant discrepancies exist, particularly in search relevancy, personalization, and feature implementation.

Shopper Sentiment and Needs

• Desired Features: Consumers want relevant results, alternative product suggestions, personalization, content (including UGC), and improved error tolerance.
• Common Frustrations: Irrelevant results (41%), slow loading (27%), out-of-stock items (32%), and inability to narrow searches.
• Key Findings: Younger consumers (25-34) have higher expectations for personalization and UGC, which boost engagement and conversion rates.

Brand Insights and Challenges

• Current State: Over half of brands (76%) lack error tolerance, 66% don't use personalization, and 83% miss out on autocomplete.
• Pain Points: Issues include lack of advanced data processing (29%), low merchandising functionality (27%), and slow feature implementation (24%).
• Investment Plans: 84% of brands plan to invest in improving site search to enhance performance and align with consumer needs.

Real-World Site Experience Testing

• Testing Scope: Evaluated 100+ e-commerce sites across fashion, beauty, and home/garden.
• Maturity and Excellence Scores: Most sites (90%) are immature for search features, with only 10% rated "high". Excellence scores are low, with only 9% "good".
• Performance Metrics: 65% of sites provide irrelevant results; 44% lack alternative products; 89% don't include content in results.

Conclusion and Recommendations

• Key Insights: A significant expectation gap exists, with brands underestimating the need for enhanced search features.
• Action Areas: Brands should prioritize improving search relevancy, personalization, content inclusion, and measurement to meet consumer demands.
• Overall Opportunity: Investment in ecommerce search can drive higher conversions, reduce bounce rates, and improve customer retention.