John Raap, Attraqt's Chief Strategy & Partner Officer explores the ever-growing importance of on-site search, and how to optimize this experience if you're an online retailer.
It’s been over 20 years since Google launched us all on a journey that transformed the availability of information, but their guiding principles still remain the same: a laser sharp focus on the user experience, offering us the most useful information, while being relevant to our needs. These three components have been central when it comes to motivating consumers to start their research for products & services on Google, and brands have taken note by trying to drive qualified traffic to their sites through ad-campaigns and optimization. But competition has grown exponentially, customer acquisition costs have increased, with margins also eroding.
Shoppers have also changed the ways they are interacting with online channels. Google isn’t their first online starting point anymore, as social media channels have risen to popularity when it comes to capturing consumer engagement. In fact, a recent study by PwC revealed that a quarter of UK consumers now regularly use social media networks for inspiration when considering a purchase. It’s not just for ideas either; many shoppers are now making direct purchases of shoppable content via Instagram, Facebook or other platforms.
In short, the way consumers are shopping online has changed, and brands are now having to look to optimizing new consumer touchpoints like on-site search systems in order to capture consumer attention. John Raap, Attraqt's expert explains how in this Internet Retailing feature.
Continue reading the full story via Internet Retailing: Beyond Google - What's Next for Search...?