How To Use Predictive Search To Gain Way More Revenue
About 30% of your website visitors perform a search query to look for information or a product. Of those, 25% will click on a search suggestion if you add autocomplete or predictive search to your site.
When a user types in the search bar on a site, the autocomplete feature provides keyword and product suggestions as the user types.
The functionality is very straightforward. It recognizes what someone is typing and compares the query to information in the search index.
A search index is a simple database that routinely and automatically updates all your items and related information.
It proposes words or phrases, if they exist in the index, that match what the site visitor enters.
For example, if you go to an online store that sells watches and type "ro” it might suggest Rolex or Roger Dubuis.
How Autocomplete Search Works
In addition to using your website's search index, autocomplete features also consider previous user activity, as they track which searches and clicks led to conversions. This allows the algorithm to learn from past user behavior and preferences.
Other variables, like the frequency with which specific terms are input or the click-through rates of individual suggestions, may further impact which recommendations appear and in what order.
More recently, many autocomplete systems have started incorporating advanced machine learning and natural language processing techniques to enhance the relevance and personalization of their suggestions. By analyzing the context and intent behind users' partial queries, these systems can provide even more accurate and tailored options.
For example, the autocomplete may understand that when a user starts typing "ro," they are likely looking for products related to "robot" or "romance," and adjust the suggestions accordingly. This allows for a more intelligent and adaptive experience beyond only matching keywords.
Overall, the autocomplete functionality combines the website's search index, user behavior data, and increasingly sophisticated AI algorithms to surface the most relevant and helpful suggestions as users type their queries.
The Difference between Autosuggest and Autocomplete
Autosuggest suggests words based on the search phrase you have typed so far. Autocomplete is a search box that automatically finishes your entry based on its internal dictionary.
Autocomplete and Search Suggestions Can Lead To Better Sales
Employing autocomplete suggestions helps site visitors get more successful results.
It reduces search time because users see relevant results quickly.
Users are convinced and encouraged to provide more information, which produces more accurate matches.
It improves user experience by reducing how often someone lands on a "zero result" page, ensuring that inquiries link to relevant pages.
Fewer people leave your website, giving you more time and opportunities to convert visitors into customers.
It serves as an opportunity to educate potential clients about your business.
Autocomplete will lower your exit rate, enhance your conversions, and likely raise your average conversions.
Search Autocomplete Strategies
Determine Rank Suggestions
The ranking of autocomplete suggestions is crucial, as you have limited time to present the user with relevant query results. You can order popular searches (the most commonly input queries) based on user behavior. Another option is to rank inquiries by the most purchased. Alternatively, you can order searches based on current sales, requests, or discounts.
Some advanced autocomplete systems apply machine learning and natural language processing to go beyond just ranking based on popularity or purchase data. These systems can dynamically analyze the user's intent and context to provide even more personalized and relevant suggestions.
Personalize Autocomplete Predictions
You can modify the autocomplete recommendation in on-site search in one of three ways:
Location. Show clients or customers searches that are most common in their region and hide irrelevant ones.
Language. Display suggestions for a preferred language if your business is multilingual.
Search history. Make recommendations that are related to a customer's search history.
Keep Search Suggestions Simple
Your suggestions shouldn't clutter the available space, especially where keyboards often occupy 30% of the screen.
Use Highlighting
By emphasizing particular portions of your predictive suggestions, you can encourage users to pay attention and make more natural use of the search bar. The easiest way is to highlight the active suggestion by using background shading.
Give Clear Instructions
Given how variable on-site search options can be, visitors might not immediately understand the precise operation of an autocomplete feature.
To help your clients and customers use the feature, provide guidance and labels. These may include headings in the list, like separating “search suggestions," “categories," “articles,” etc.
They'll be better able to scan the list and focus on items that are pertinent to them. If the layout isn't clear, the user may choose an article rather than a product or go to a category page instead of a more general results page.
Support Mouse and Keyboard Navigation
Your visitors should be able to view the suggestion they are hovering over. Highlight the relevant row so it's clear that people can click the suggestions and be taken to a results page. You can also use the hand cursor to achieve this.
Since people are used to using Google for search, implement keyboard navigation. Allow the use of the up and down arrows, so customers can switch between the suggestions and pick one by hitting Enter.
Autocomplete on Mobile
On mobile, the small screen requires you to use a large enough font size to be readable. So many ideas, including lengthy or numerous keywords, won't fit.
And by adding "..." at the end of the suggestion, you may confuse your customer. They won't know what they're clicking on, as some text is missing.
To resolve this, use text wrapping and, if necessary, expand suggestions across rows.
On a mobile device, scrolling is frequently inevitable, particularly if you need to wrap search options.
Instead of having a scrollbar, partially hide the last result to show that the list continues below.
However, mobile has different screen sizes, browsers, and fonts. So there are too many variables, and you can't have consistent displays across all devices.
The majority of customers will tend to choose one of the visible choices. Therefore, review your analytics to see which devices are most frequently used to view your store and optimize for those.
A simple way to improve the browsing experience for customers is to offer an "X" icon to remove the search bar suggestions rather than requiring them to do it manually.
This makes it simple for customers to browse the website if they decide not to use the search box.
Implementing Autocomplete Search on Your Website
Here are some ways to apply autocomplete search on your website.
Set up a Search Index
Create a comprehensive search index that includes all relevant products, content, and other information on your website. This search index should be regularly updated as new items are added.
Leverage User Behavior Data
Integrate your autocomplete system with user activity data, such as past searches, clicks, and conversions. This allows the autocomplete to learn from user preferences and serve more personalized suggestions.
Implement Advanced Algorithms
Consider incorporating machine learning and natural language processing techniques to better understand user intent and context. This can help the autocomplete provide even more relevant and tailored suggestions.
Optimize Suggestion Ranking
Determine the best way to rank your autocomplete suggestions, whether it's by popularity, purchase data, current promotions, or a combination of factors.
Personalize Suggestions
Allow the autocomplete to customize suggestions based on the user's location, language, and search history to improve relevance.
Enhance the UI/UX
Design the autocomplete interface to be clean, intuitive, and easy to use. Provide clear instructions, highlight active suggestions, and support mouse and keyboard navigation.
Optimize for Mobile
Ensure the autocomplete experience is optimized for small screens, with features like text wrapping, partial result hiding, and an easy way to dismiss the suggestions.
Continuously Monitor and Improve
Regularly analyze user engagement and conversion data to identify areas for improvement and iteratively optimize the autocomplete functionality.
The specific implementation details will depend on your website's technology stack and the tools/services you choose to leverage. But following these general principles can help you effectively integrate an autocomplete search feature that enhances the user experience and drives better business results.
Final Thoughts
Implementing an effective autocomplete search feature on your website can provide significant benefits for both users and your business. By offering timely and relevant suggestions, you can help visitors find what they're looking for more quickly and easily. Beyond improving search functionality, a well-designed autocomplete system ultimately drives increased conversion rates.
However, it's important to remember that the success of your autocomplete implementation will depend on a variety of factors, from the quality and organization of your search index to the user interface design and optimization for mobile devices. Continuous monitoring, testing, and iterative improvements will be necessary to ensure that the autocomplete feature remains effective.
FAQs
Q: What is the difference between autocomplete and autosuggest? A: Autosuggest suggests words based on the search phrase typed so far, while autocomplete automatically finishes the user's entry based on an internal dictionary.
Q: How can autocomplete suggestions be personalized for users? A: Autocomplete suggestions can be personalized based on the user's location, preferred language, and past search history.
Q: What factors should be considered when ranking autocomplete suggestions? A: Autocomplete suggestions can be ranked based on popularity, purchase data, current promotions, or a combination of factors. More advanced systems may also use machine learning to analyze user intent.
Q: How can the user interface for autocomplete be optimized, especially on mobile? A: Key UX considerations include using a large enough font, implementing text wrapping, partially hiding the last result to indicate more options, and providing an easy way to dismiss the suggestions.
Q: How often should the search index that powers autocomplete be updated? A: The search index should be regularly and automatically updated as new products, content, and other information is added to the website.
Q: What are the main benefits of implementing an effective autocomplete search feature? A: Autocomplete can improve the user experience, reduce search time, encourage users to provide more information, and ultimately lead to higher conversion rates.
Q: How can the performance of an autocomplete system be continuously monitored and improved over time? A: Regularly analyzing user engagement and conversion data can help identify areas for optimization and drive iterative improvements to the autocomplete functionality.
