When customers come up against a “no results” page, there is a high probability that they will leave the shop. There can be many reasons for a search returning no results: It could be that the search does not understand the language the customer is using, especially if the search queries are long, or make use of technical terminology – such as culotte, to describe wide-cut trousers. Or perhaps your assortment does not contain the product being searched for. However, typing errors are the most common cause: In one week, 83 different spellings for “Birkenstock” brand shoes were used in an online shop. If the search does not recognise this, only the 84th search term used will lead to the correct product. FACT-Finder allows you to make a significant reduction in the number of “no results” searches, but of course these can never be eliminated completely. In this article, we explain how you can convince customers to make a purchase nonetheless.
1. Clear and positive communication
It is best to provide clear information to the shop visitor, to explain that the search query was unsuccessful. Advise the customer to check the search term entered and position a search field next to this note. This makes it easier for the customer to repeat the search. Use a positive tone on the “no results” page, to avoid it sounding like an error message that could put the customer off. Customers should also not have the feeling that they were at fault for the failed search.
2. Enable fast access to the product range
The FACT-Finder feedback campaign provides a fast and simple solution that is particularly suited to smaller shops. You do not require programming knowledge to integrate this into a “no results” page. It can be used to display the 5 top-selling products, for example. You can also provide the opportunity to click on various categories, providing quick and easy access to the right place in the shop. This is especially relevant for niche shops that do not offer such a comprehensive range of products. Generally speaking: It is always better to trigger another click, rather than making the customer perform another search. A new search query requires customers to expend more effort, which increases the danger that they will leave the shop.
3. React with individual landing pages
Setting up a special landing page is somewhat more time-consuming – but you do have considerably more design options. The landing page can be individually structured and you can enhance it with a range of modules. You can display popular products and categories here as buttons, for example, or as a product carousel. This encourages your customers to continue looking around your shop. The FACT-Finder forwarding campaign helps you to easily move customers to your landing page after they have landed on a “no results” page.
4. Interact with your customers
A landing page gives you more leeway in terms of interaction with your customers. Provide your customers with communication channels if they have not found what they are looking for. For example, you can advertise the telephone number for your customer service team or integrate a live chat function that allows your employees to ask exactly what the customer is searching for and provide assistance quickly.
A guided selling function is also a communication channel that requires fewer staffing resources. You can use FACT-Finder advisor campaigns to set up just such a function in minutes. The idea behind it is to provide the same support that customers get from trained sales consultants – with targeted questioning. For example, you could ask about personal requirements, or the preferred area of application. FACT-Finder can display follow-up questions appropriate to the replies, and then selects and displays a selection of suitable products.
5. Learn from your “no results” pages
The FACT-Finder Analytics Tool helps you to discover the search terms that do not produce results in your shop. This enables you to apply appropriate measures, such as creating antonyms and synonyms. You can also determine if popular products are missing from your shop and close any gaps in your assortment.
Conclusion: Do not ignore “no results” pages
FACT-Finder makes it easy for you to uncover “no results” pages and reduce their frequency with targeted measures, but of course you will always have searches that produce no results. The way in which you approach customers after a failed search influences the overall impression that customers have of your shop, and therefore affects your sales figures too. Get some inspiration from our tips and help visitors to your shop find what they are looking for.