Source: eKapija | Thursday, 24.12.2020.| 12:21
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How does advanced website search lead to improved online sales?

Illustration (Photo: Pixabay / StartupStockPhotos)
The need for online sales is growing. By opening online shops, traders get another distribution channel, an opportunity to increase their overall sales and the way of measuring consumer preferences. On the other hand, consumers have a wide selection of options before them, so, in line with their preferences, they choose products from e-stores that, among other things, provide them with the best user experience.

From the perspective of a trader that has or is developing an online store, one of the most important factors for a successful increase of the number of conversions is related to the search quality. A substantial number of surveys suggests that, in addition to the price, the deciding factors in choosing products (and the favorite online store) are related to the quality and clarity of the website, the simplicity of the payment procedure and the advancement level of the search.

We talked to Ivan Stankovic, the director of Syncit Group, about the topic of improving conversions (sales) by providing a quality website search.

Stankovic analyzes the trader-buyer polarity from the angle of preferences (interests). To users, it’s important to get to the desired content on the website as easily and quickly as possible, and for traders, the interest is to increase the sales. Furthermore, a good website search improves the user experience, so, as the practice shows, users gladly return to websites that are clear and that meet their needs.

– Due to the increasing scope of online sales and an increasing competition, it is important for online stores to work perfectly. If the buyers are provided with a good user experience (which entails getting to what they’re looking for in as few steps as possible, paying easily and having a good overview of the products), they will make purchases and keep coming back to the site – Stankovic says.

Athena Search – a quality browsing solution

In that sense, as a solution for quality search, Stankovic proposes the Athena Search app. Athena Search is advanced search, primarily developed for eCommerce and blogs. It functions as Saas (Software as a service) and is implemented in the client’s website.

– Athena Search focuses on three elements: detailed settings of search results, reports on the user’s behavior on the website and a perfect user experience. The option of a detail search aims to improve sales and increase the visibility on the website – Stankovic explains.

In addition to customization options for users, Athena also has the Admin Panel, where special setting for each individual client can be made. There are several key functionalities there: Autocomplete, Merchandising and Reporting.

Autocomplete is an option that has proven to be extremely efficient in increasing conversions in practice. It enables a quick and simple navigation through the products.

Merchandising is a functionality that gives the option of personalization and which aims for the trader to prioritize their offer. As an example, Stankovic cites the case when a company wants to promote its new collection, brand or group of products.

The third option, Reporting, is a set of reports and analytical data about the user’s behavior. Using the statistics of the searches done on a site, the company improves its business by adapting it to the users’ needs.

Today, most industries can consider some form of online sales. Stankovic highlights the examples of entirely different industries that use Athena Search. The first is the fashion company Fashion & Friends, which is B2C-oriented and which enables several languages and several payment currencies.

The other example is the website of the American company Rainer Arms, which sells weapons and side equipment. Rainer Arms operates under B2B and B2C principles and is online-oriented only in the USA, meaning only one currency and only one language.

Agreement with fashion industry giant Fashion Box S.p.A from Italy

In addition to advanced search products, Syncit Group is also developing a platform for precise geolocation. The group of applications within the platform will be especially useful in the hospitality, transport and retail industries.

Syncit Group is a member of the Science-Technology Park Nis and a very fast-growing company. Stankovic points out that the technology park has been very helpful, both in terms of the large space that Syncit operates in and in the sense of notifying the members about open funds and development contests.

The company has recently signed an agreement with the Italian fashion industry giant Fashion Box S.p.A, the owner of the Replay fashion brand, which will implement the Athena Search app on websites in 38 countries.

Milica Banovic
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