Calculating and dealing with zero hit rates in e-commerce

More conversions with ecommerce search engine

The standard search function integrated into online shops usually quickly reaches its limits when it comes to customizing the search. The use of an ecommerce search engine expands the limits and optimizes the search function. The algorithm behind this search is able to calculate search results in a targeted manner, thus providing customers with results that match their search query. For example, the algorithm recognizes spelling mistakes and suggests similar search queries. In this way, you can make a significant contribution to improving the shopping experience.

Integrate autocomplete into the search

An auto-complete function, often referred to as autocomplete or autosuggest, makes it easier for your customers to find products in your online store. Some may already be familiar with this feature from Google Search. The system works as follows: The searcher begins to enter their search query, and possible options matching the entry are displayed. This feature can also be integrated into any online store. This helps to avoid typos and improve the hit rate.

The autosuggest feature of the ecommerce search engine displays relevant suggestions as soon as you start typing in the search field. (Source: Screenshot from fackelmann.de)

Offer a fault-tolerant search

With an error-tolerant search, you ensure that your customers still get hits even if errors creep into the search query. In this case, error-tolerant means that search results are still displayed even if the search input contains typos or spelling mistakes. However, other spellings, numbers, and synonyms are also taken into account in an error-tolerant search.

By making content posts searchable, taking customer language usage into account, and enabling search term combinations, you can also optimize your zero hit rate.

A semantic search allows for combinations of search terms and also delivers results that match specific search queries with properties.
(Source: Screenshot from peek-und-cloppenburg.de)

You can find more information about dealing with zero-hit pages and how you can implement these measures as an epoq customer in the Control Desk in our article Reduce bounce rate | Part 1.

Display product recommendations for your customers

By recommending similar or popular products on the zero-hit page, you can encourage your customers to make a purchase despite an unsuccessful search. You are free to choose the design of the product recommendations. For example, you can place similar products there or display the most frequently purchased products. This way, your customer may not get an exact match for their search query, but they will be recommended other items that may be of interest to them. You can also use personalization here and display recommendations that match the individual preferences of each customer and are therefore particularly relevant.

Customized zero-hit pages can reduce bounce rates, for example, by displaying alternative search results.

Offer direct customer contact via chat function

By integrating a chat feature on pages with zero hits, customers have the opportunity to contact an employee directly. You can use the chat feature to answer customer questions immediately, help them find the right product, and prevent them from leaving your store without making a purchase.

References to a service hotline for queries

As an alternative or supplement to a chat function, the zero-hit page can also be equipped with a service hotline. This gives you another opportunity for direct customer contact. Customers who prefer to speak to an employee in person can use this function. This allows you to respond to the user's individual needs, advise them on products, and complete purchases.

Integrate blog posts

Your customer may not have found the product they were looking for. However, that doesn't mean they aren't interested in exciting content. You can therefore use the zero-hit pages for specific terms to provide them with blog posts or other content. When recommending content, make sure that it matches the user's search query.

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Gain newsletter subscribers via the zero-hit page

Another way to use zero-hit pages to your advantage is to integrate a newsletter sign-up. Convince your customers that although you don't currently offer the right product in your online shop, it's still worth signing up for the newsletter. That way, they'll always be informed about new products and can benefit from special offers.

Our guide to bounce rates provides you with further valuable tips on how to reduce them.