08 Jul Creating an Online Search Function that Your Customers Will Love
In “Creating an Online Search Function that Your Customers Will Love Part I and Part II” Bridget McCrea from tED Magazine discusses the importance of enhanced search functionality for B2B eCommerce. In this two part series McCrea talks to B2X Senior Partner Justin King about the challenges presented by poor search functionality, the obstacles involved in improving search functionality, and the “six strategies for getting the biggest bang for your search tool buck.”
In the first article Justin illustrates the importance of an easy to use search functionality by pointing out that, 70% of the time your customers spend on the Internet is dedicated to the process of finding information, and when asked to pick the top features or functions they find most helpful in the buying process, most business buyers (60%) chose enhanced search functionality as the most helpful.
Improving your search functionality isn’t necessarily a simple task, “when you’re selling complex products in the B2B world, you really have to give your customers the complex, site-based tools that they need to find exactly what they’re looking for.” As Justin notes, “The whole reason that most companies have bad search boxes is because this is a fairly complex thing to do.” While the improving your search functionality can be an intimidating task the benefits of doing it well are well worth it. In the second article Justin lays out “six strategies for getting the biggest bang for your search tool buck” and emphasizes the benefits of improving your search functionality such as increased customer retention and higher average order value (AOV).