The customer expects the online store's search function to work at the same level as search engines. The search function is a crucial part of the customer experience; at its best, it can boost sales, and at its worst, it can hinder purchases and even harm the company’s image.

Implementing a product search function from an online store's selection is a successful combination of customer-centric design, psychological insight, content understanding, and data utilisation.

Continuous development of the search function is both a competitive advantage and a key factor in the customer experience. Not all search fields are Google, nor is there always AI-driven prediction and accuracy behind them. Enriching search data is continuous work, influenced by both competitors' actions and customers' search behaviour. 

Beware of misuse. The search terms used by customers are essential for enriching and developing your own search data. However, never display user-generated searches or entries directly on the site. Displaying user searches directly on the site invites misuse, and unprocessed input does not serve the customer in the best possible way. 

Instead, offer identified relevant search terms and suggestions where content can actually be found. Keep in mind that customers apply the same standards to search functionality, whether it’s for an international search engine or a small online store.

Thus, a basic level of search functionality can be considered extending the search to product features, not relying solely on exact product names. As the service is developed, data utilisation and harnessing artificial intelligence for practical use come into play.

Utilise synonyms in search

A successful search starts from the user experience. What is a synonym for trainers or winter tyres? Or can misspelled words be recognised?

It is important for the search function to recognise synonyms, colloquial language, and common terms. For instance, in the automotive world, a potential buyer could be looking to buy a Merc or a Beemer just as much as a Mercedes-Benz or a BMW. It's crucial for the online store to recognise all of these and offer the customer the same selection, regardless of the spelling of the search term.

Categorise results. Grouping products helps clarify the search view and results. A vast number of results isn’t always the best.

Personalise search results

A key element of a good customer experience is the feeling of personalised service. In an online store, this is an increasingly vital part and element that customers are increasingly expecting from their service experience.

Identify your customer's needs and search history. Personalised search results for the user is something that more and more customers expect without even asking. For example, in clothing store searches, it’s essential that a customer looking for men’s trainers doesn’t receive results for wellington boots or high heels.

Utilise campaigns and seasons. Search results should leverage seasonal changes and take into account various campaigns. 

Influence product sales volumes. Search results can boost sales and reduce waste if necessary. Also offer products to customers according to demand!

Leverage AI and machine learning in search

The era of AI and machine learning is increasingly becoming part of online store search capabilities. At this stage, leveraging them is sure to benefit you, providing a guaranteed competitive advantage.

Utilise images in search results. Harnessing AI enables recognising the content of product images and aligning it with the user’s search. This allows the customer to describe the product they need without knowing the exact product name.

Anticipate search terms and offer alternatives. As mentioned at the beginning, the customer expects similar service in their search results, whether they are using an international search engine or an online store. Leveraging machine learning allows for anticipation of search terms and makes using the search function more pleasant and easier for the customer. 'You might also like these' search results are always a better option than having no search results at all.

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