The Importance of Search UX in eCommerce
Here are 5 things you can learn from Amazon's search experience. A benchmark in eCommerce product design.
1) The Search Bar
First things first! The Search bar should be as welcoming as possible. All Amazon marketplaces seem to have the widest Search bar on the internet. Most eCommerce portals hide the search bar and show an icon. What's the point? Icons add to the interaction cost. If you want good business, keep the door open as wide as possible.
2) Search for Anything
You can search for anything, from your account details, addresses, customer service numbers, subscriptions, deals, etc. You don't need to only search for products. Try the same in other eCommerce portals (Nil results) The era of limiting your search to a product is dated. A customer can walk into your store and can ask for anything under the sun. Either you provide results, or alternatives. Don't show the door.
3) Search by Category
Enable search by category, allowing the user the flexibility to choose category and also browse through your catalogue. Deal with expert users and respect their familiarity with your product. (Give them a sense of control)
4) Search by Phrase
Enable and encourage search by phrases "Products under 1000/-" or "Today's deals". Similar pre-defined prompts help the user to search and create the desired shopping behaviour in future visits.
5) The Assisted Search
Try this! Enter 'Mobile' in the Amazon search bar. You'll see a range of options specific to your search, even before you hit fetch. This is more or less like a store assistant asking you more questions in a brick-and-mortar store. A smart sales person tries to narrow down your requirements to present the best option for you. Of course in a non-intrusive manner. (This is exactly what eCommerce portals should do) Assist the user to educate and narrow the search results.
All eCommerce design is a mere replication of the brick-and-mortar shopping experience. Study the Amazon interaction patterns closely and you can reverse engineer your way to the behaviour stores IRL. (I mean the behaviour of both users and the store personnel) Remember the store personnel are the "System Functions" in the digital world.
The usability and persuasion of SEARCH is key to your eCommerce user experience.
Happy shopping is an outcome of thoughtful product design.
First things first! The Search bar should be as welcoming as possible. All Amazon marketplaces seem to have the widest Search bar on the internet. Most eCommerce portals hide the search bar and show an icon. What's the point? Icons add to the interaction cost. If you want good business, keep the door open as wide as possible.
2) Search for Anything
You can search for anything, from your account details, addresses, customer service numbers, subscriptions, deals, etc. You don't need to only search for products. Try the same in other eCommerce portals (Nil results) The era of limiting your search to a product is dated. A customer can walk into your store and can ask for anything under the sun. Either you provide results, or alternatives. Don't show the door.
3) Search by Category
Enable search by category, allowing the user the flexibility to choose category and also browse through your catalogue. Deal with expert users and respect their familiarity with your product. (Give them a sense of control)
4) Search by Phrase
Here's an example from the India store.
Enable and encourage search by phrases "Products under 1000/-" or "Today's deals". Similar pre-defined prompts help the user to search and create the desired shopping behaviour in future visits.
5) The Assisted Search
Try this! Enter 'Mobile' in the Amazon search bar. You'll see a range of options specific to your search, even before you hit fetch. This is more or less like a store assistant asking you more questions in a brick-and-mortar store. A smart sales person tries to narrow down your requirements to present the best option for you. Of course in a non-intrusive manner. (This is exactly what eCommerce portals should do) Assist the user to educate and narrow the search results.
All eCommerce design is a mere replication of the brick-and-mortar shopping experience. Study the Amazon interaction patterns closely and you can reverse engineer your way to the behaviour stores IRL. (I mean the behaviour of both users and the store personnel) Remember the store personnel are the "System Functions" in the digital world.
The usability and persuasion of SEARCH is key to your eCommerce user experience.
Happy shopping is an outcome of thoughtful product design.