Mastering product discovery on your eCommerce site

In today’s digital age, eCommerce has become a thriving industry, offering countless opportunities for businesses to reach customers worldwide. This means it can be challenging for customers to find exactly what they are looking for. That’s where effective product discovery comes into play.

This blog will help you to master product discovery to enhance customer loyalty, increase conversions, and unlock the full potential of your eCommerce business:

What does ‘Product Discovery’ mean?

Product discovery refers to the process of helping customers find relevant products that align with their needs and preferences. It goes beyond simply showcasing a catalogue of products; it involves guiding customers through personalised recommendations, intuitive search functionalities, and engaging user experiences.

 

Key Strategies for Product Discovery

Implement an Intuitive Search Experience

Enhance your search capabilities by employing autocomplete suggestions, filters, and sorting options. Utilise natural language processing to understand user queries better and offer relevant results promptly. Additionally, invest in a search analytics tool to gain insights into user behaviour to tailor your search functionality accordingly.

Leverage Personalisation

Tailoring product recommendations based on customer preferences and browsing history significantly improves the chances of a successful product discovery.

Showcase related products, similar items, and complementary accessories to enhance cross-selling opportunities on your homepage, product pages, and through email marketing campaigns.

 

Implement User-Friendly Navigation

A clear and intuitive website navigation structure is crucial for seamless product discovery. Organise your product categories logically and include relevant filters to help customers refine their search. Integrate breadcrumb navigation and provide easy access to a comprehensive product catalogue. Additionally, optimise your mobile website to ensure a smooth browsing experience for users on smartphones and tablets.

Utilise Social Proof

Leverage social proof to build trust and facilitate product discovery. Integrate customer reviews, ratings, and testimonials to provide authentic feedback about your products. Highlight popular or best-selling items to showcase their popularity and increase the likelihood of customers exploring them further.

Incorporate social sharing options to encourage customers to share their purchases on social media platforms, expanding your brand’s reach.

Product Discovery during checkout

By presenting relevant products at this critical stage of the buying journey, customers are more likely to discover items they may have overlooked, leading to increased average order value and improved customer satisfaction. It also creates an opportunity to upsell if your company offers free delivery based on order value. Put low cost or relevant product recommendations on the basket page, just like the example below:

Effective product discovery plays a pivotal role in the success of any ecommerce website. By prioritising user-friendly search functionalities, personalisation, intuitive navigation, social proof, and optimised checkout processes, you can create an engaging and frictionless experience for your customers.

Remember, continuous testing, data analysis, and optimisation are key to staying ahead in the dynamic world of ecommerce. By mastering product discovery, you can enhance customer satisfaction, increase conversions, and unlock the full potential of your ecommerce business.

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