Look at any successful e-commerce site these days and you’re likely to see a search box located prominently on the main shopping page. I know; that’s not really big news. The obvious reason for that isn’t really a mystery, either. Everyone knows that getting customers to the right product as quickly as possible is the first step in online sales, right?
Yes and no. That basic premise is important, yes, but is it really where the process begins? Not for the majority of the top-selling online shops out there. Their site searches are critical to their business for more powerful reasons that most of their shoppers know very little about. Yes, finding products is part of the equation, but the first steps happen in the background, before the potential customer arrives. Read More