While most ecommerce merchants have a rich content library available to them, this valuable resource is usually mainly used in the area of shopper recruitment.
Now, thanks to the release of Findify’s new Content Search capability, merchants can leverage their content in a whole new way – by bringing it into the shopping experience and thereby strengthening the shopper journey.
In practice, this involves adding content, such as blogs and social media feeds, to the search experience, so that when shoppers search for […], they will also find […]. This will allow you, the merchant, to more deeply engage with shoppers directly at the point of purchase. It also enables merchants to more easily discover your brand and category pages.
This feature will support a number of initial connectors (any and all content from Shopify, Jetshop, WordPress) making integration lightning fast, while also offering a flexible Content API (allowing for endless opportunities and control).
With the API you can enable shoppers to search and find absolutely anything, easily in the same field – including Q&A discussion forums, and UGC such as text- and image-led reviews.
An Instagram connector is in development, and will be released shortly, while more connectors will be added, over time, based on merchant demands.
Leverage social nudging to reinforce purchase decisions
Let’s go through a real-world example of how Findify’s new Content Search can impact the shopper journey.
On one popular online fashion store, a shopper called Jane is looking at Rockabilly dresses. She has conducted a search and a number of nice dresses in this style have appeared in her product grid. But there is a problem – she can’t decide which one she wants.
Without the Content Search capability, the store risks giving Jane a form of choice paralysis. There are so many nice dresses in the style that she wants that it is hard for her to choose between them. She is in danger of leaving the site without purchasing any of them.
This site has Findify’s Content Search, however, and so Jane toggles her view in the search screen so she can see the brand’s social content associated with those dresses.
She finds Instagram pictures of women with a similar body type to hers wearing the various dress styles, and reads a guest blog written by an influencer she admires who tried out one of the dresses, thus helping Jane make a purchase decision.
Promote buyers guides, improve searchability sitewide, inspire usage, and more
With our brand new Content Search feature, you can push a wide variety of content, depending on your store strategy.
For stores that offer products with longer sales cycles (such as large furniture, chainsaws, bicycles, laptops) ‘How To’ and buyers guides are typically a big priority. With Content Search, you can quickly and easily curate a feed that showcases your guides to the shopper. So if someone is on your site and searches for cameras, they can toggle between the products themselves and content such as a page for ‘How to Buy your first DSLR Camera’ or a blog post titled ‘7 reasons the Nikon D3000 may be the Right Camera for You’.
You can also use Content Search to direct shoppers to collection pages or policy pages, inspire usage, freshen up product listings, highlight product attributes, and much more.
Click here for more info on specific use cases.
Under the hood of Content Search
Findify’s advanced search solution is able to take the words typed into the search box and match them against not only the products listed in that store but also, now, any content the merchant has enabled Findify solutions to read through.
In milliseconds, Findify will return results for products as well as results for content.
Content Search can pull this information and embed it into the site’s search results seamlessly, so that it looks and feels just like the rest of the store. These aesthetic aspects can, of course, be customized (just as the rest of Findify can) allowing it to match your site’s overall design
In addition, all the information pulled is stored safely and securely in exclusive environments (separate from product data) in order to satisfy Findify’s high standards in the area of robustness and reliability. Managing data in this way ensures no store ever experiences down time as a result of any other Findify client’s behaviour and is one of the reasons why Findify’s services have never once gone down during a busy sales time, such as the Black Friday and Cyber Monday period, for example.
Which merchants will benefit the most from Content Search?
Findify’s new content search solution works with any stores that have content other than product descriptions.
It works particularly well for stores that post a lot on blogs and social media such as, perhaps, fashion and beauty retailers, as well for stores that provide instructions and guides, such as those in the automotive, furniture, and electronics industries, and also for merchants whose stores collect user-generated content such as ratings and reviews.
Be among the first to try this new feature
Content Search is now available for merchants across all platforms. If you would like to install this feature, please email us at yourfriends@findify.io.
For more information on Findify’s powerful ecommerce tool, which includes personalization software and solutions such as Personalized Search, Smart Collections, and Recommendations, book a demo with our product experts here.
