Running an online sporting goods store comes with plenty of challenges, right? Between managing inventory, marketing campaigns, and customer service, there’s always something demanding your attention. But one feature that often gets overlooked is your website’s search function. And here’s the kicker that’s a mistake that could quietly be costing you sales.
Why is search functionality so critical for your site’s sales?
How does autocomplete make shopping faster for customers?
What’s the impact of clean product data on search results?
How can filters improve your customers’ search experience?
What’s the advantage of using AI for personalized search?
Why should search results display images and prices?
How does predictive search improve product discovery?
What are “no-result queries” and why should you track them?
Can analyzing search data help boost your store’s performance?
How do faceted search filters simplify large product catalogs?
Think about it. When shoppers come to your site, especially for specific products like “Wilson basketball” or “hiking boots,” they want to find what they’re searching for in seconds. If they can’t? They’ll close the tab and try their luck somewhere else. Research backs this up, too. Did you know that 30% of e-commerce site visitors use the search bar, and these customers account for up to 60% of total revenue? Yep, search users are your money-makers.
For sporting goods stores, where customers are often looking for very specific gear, like soccer cleats in a certain size or color, effective search isn’t just a nice feature. It’s essential. Today, we’re taking a deep look into how you can improve your BigCommerce site’s search function to make shopping easy and, in turn, boost your sales.
Why Having a Great Search Function Matters
Imagine this scenario. A shopper knows exactly what they need from adjustable dumbbells to a lightweight trail-running backpack. But when they try searching on your site, the results don’t show up, or worse, they’re completely irrelevant. Frustrated, they leave. That’s lost revenue.
Here’s a startling stat for you: 42% of e-commerce sites fail to meet basic search usability standards, according to research from Baymard Institute. The result? Customers hit a dead end, abandon their carts, or simply never buy anything. Sporting goods stores, often boasting extensive catalogs, are especially vulnerable. If your customers can’t find what they’re after, they’re not sticking around to browse.
Luckily, improving your BigCommerce site’s search is manageable, and the rewards are well worth the effort. Here’s how.
1. Add Autocomplete and Predictive Search
You’ve probably seen how Google guesses what you’re typing as soon as you start a search. That’s predictive search, and it can work wonders for e-commerce. Combine it with autocomplete, and you’re on your way to making life easier for your shoppers.
Here’s what this could look like for your store:
- Someone types “football” into your search bar. Suggestions like “football helmets,” “Wilson footballs,” or “youth football gloves” pop up instantly.
- Autocomplete helps catch common typos so customers searching for “basktball shooes” or “surfbrd fins” still land on the right products.
Predictive search can speed up product discovery by up to 24%, which ultimately means a smoother customer experience and higher chances of conversion. BigCommerce already offers features to support this, but you can also check out third-party tools like Doofinder for even more advanced options.
2. Keep Your Product Data Clean and Organized
Here’s a crucial tip that many businesses miss. Your search function is only as good as the information backing it. Product names, descriptions, and tags need to be detailed and accurate to give customers helpful results.
Here’s how you can improve:
- Get Specific with Product Names
Instead of “Soccer Ball,” try “Adidas Pro Soccer Ball, Size 5.” The more details, the better shoppers (and your search tool) can match queries to the right products. - Include Synonyms
Think about all the ways someone might search for the same thing. “Running shoes,” “sneakers,” and “trainers” could all point to the same products. Add these terms so more searches hit their mark. - Organize Your Categories
Make it easy for shoppers to narrow down by product type. For example, under “Basketball Gear,” have subcategories for shoes, balls, and accessories so searches return relevant results.
Most of this can be handled using BigCommerce’s admin tools, which make bulk editing your product data manageable. Trust us, a little time optimizing this now will save a lot of headaches later.
3. Add Filters for Search Results
Ever used a website where you wish you could filter search results to just what you need? That’s where faceted search comes in. It allows customers to refine the search using filters like size, color, price, or brand.
Here’s how it works:
- Say someone’s looking for waterproof hiking boots. With filters, they can select options like “Size 11,” “Waterproof,” and “Under $150.”
- You can even introduce popular filters like “Best Sellers” or “New Arrivals” to help guide undecided shoppers.
This feature is especially helpful for stores with big inventories, like sporting goods shops. BigCommerce offers advanced faceted search options, particularly in their Pro and Enterprise plans. Use them to help your customers find exactly what they need without scrolling through pages of results.
4. Use AI to Personalize Search
Artificial intelligence sounds high-tech, but it’s actually super practical for e-commerce. AI-powered search looks at a user’s browsing and shopping history to show the most relevant results.
Here’s an example:
- A shopper who’s bought soccer gear before might see new cleats or equipment prioritized when they type “soccer.”
- Meanwhile, a first-time visitor might see across-the-board popular recommendations.
BigCommerce supports integrations with AI-driven search tools like Klevu, which take the guesswork out of personalizing search experiences. It’s a smart way to give your returning customers that personalized touch.
5. Add Visual Results
Pictures are powerful, especially when shopping online. Don’t limit your search results to just text! Include thumbnail images, prices, and perhaps even ratings right in the results.
Picture this. A shopper types in “baseball gloves,” and instead of just a boring text list, they immediately see images of different gloves, along with their prices. It’s visually inviting and gives them a better feel for their options.
BigCommerce allows you to add these visual elements to your site search easily. Use your platform’s customization settings to give your results some flair.
6. Regularly Check Your Search Analytics
Here’s an easy-to-miss step. Once you improve your search function, don’t “set it and forget it.” Use analytics to keep tabs on what customers are searching for and improve as needed.
Look for:
- Most Searched Terms: If specific products keep popping up, make sure they’re marketed prominently on your site.
- No-Results Searches: These might be a sign you need to add new products or adjust your search settings.
- Drop-Off Rates: If customers leave your site after searching, something may be off with your search results.
BigCommerce has built-in tools for tracking search metrics, or you can integrate platforms like Google Analytics.
Wrap-Up
At the end of the day, your search function isn’t just a behind-the-scenes feature. It’s one of the most important parts of your online store, directly impacting your sales and customer satisfaction. For sporting goods stores, where products often have specific use cases, a strong search tool helps you stand out in a crowded market.
Take the time to improve your BigCommerce search with these steps. From autocomplete to personalized AI results, every small step will create a better experience for your customers. Happy shoppers spend more, and they’re more likely to come back. Now, isn’t that worth the effort?
