Intelligent search is a search system based on artificial intelligence. Understand why it is important for your e-commerce.
Reading Time: 16 minutes
Intelligent search is the name given to search systems based on artificial intelligence (IA). This technology provides much more advanced capabilities to the search field, improving the user experience in the online environment. For this reason, great search engines, such as Google, have bet on this innovation.
Among the differentials are the navigation analysis; ability to recognize and deliver results on related issues; identify synonyms; and recognize the phonetic similarity between letters and words, showing the right result even if some term was misspelled.
With these skills, it is possible to make a more accurate reading of the search performed, understanding the actual user intent and delivering more relevant and even personalized results. The term “jaguar”, for example, can generate results related to the animal or the car, depending on the profile of the person who did the research.
A smart search in e-commerce, although it is considerably different, it has some similar characteristics and has also been widely used.
For you to better understand this concept and what impacts it has on your store, we will cover the following topics:
- how is a smart search for e-commerce;
- search with artificial intelligence X search without artificial intelligence;
- what is the impact of smart search on online shopping;
- intelligent search and personalization of the shopping experience.
How is a smart search for e-commerce?
The search field for an e-commerce should be as efficient as possible, since it directly influences the shopping experience and, consequently, in sales. So having an intelligent search makes all the difference.
A good smart search should include:
- high speed;
- phonetic similarity;
- automated color search;
- behavioral search;
- voice search;
- image search.
Next, we will understand in more detail what they are and how they act within the virtual store.
Speed is one of the watchwords of today, especially when we refer to the online environment.
According to Amazon, every 100 milliseconds of delay on the site, their sales fall 1%. This means that an online store should load pages as quickly as possible, including search results.
So a good smart search has the speed as one of the main elements. Today, it is already possible to show the results in milliseconds, while the customer types and on the search page itself.
Thus, he does not have to stop to choose between options for an autocomplete, press “enter” and wait for another page to open with the result.
This is extremely important, since every millisecond on the internet is worth gold.
Another fundamental element for a complete intelligent search is the ability to recognize the phonetic similarity between letters and words. That is, the capacity that artificial intelligence has to identify the similarity between sounds, even if they have different shapes.
It is very common, for example, for consumers to be in doubt about the spelling of the word "pants" and end up typing "calsa" in the search field. But with the phonetic similarity, intelligence recognizes the similarity between the sound of "ç" and "s" and displays the results related to the research carried out.
This is a very important feature, as it respects the search mode consumer and shows the certain results regardless of any spelling or typing errors.
Imagine having the desired product in the store, but not being able to show it to the customer? Complicated, right? Therefore, investing in a smart search that has the ability to recognize the phonetic similarity is a great differentiator.
Remember that the merchant is responsible for showing the products to the customer. If he searches for an item and can't find it, leave the site and search the competitor's.
Automated color search
A color search it is a common practice in e-commerce, mainly in the fashion market. It facilitates the search of the most determined consumer, who already knows what he is looking for and even the color of what he is looking for.
That is, there is no need to demand time and team work just to catalog the predominant colors of each product in the title or description. Because intelligence identifies colors in the image of each item, even if this information is not described in text.
This reduces possible errors, ensuring that the results are more assertive for the consumer, and optimizes the team's work, which can focus on other demands.
With the advances in big data and artificial intelligence, it is increasingly common to use data to make behavioral analysis navigation. Based on these analyzes, it is possible to deliver a personalized experience and, consequently, higher for users on the internet.
A good one smart search for e-commerce is also able to do this, with the behavioral search. Intelligence observes every step of the customer from the moment he enters the store until the moment he decides to leave the site. Everything is taken into account, such as clicks on categories, products or showcases and searches performed.
In this way, the search is able to show the results most relevant according to the profile of each consumer. And that information is recorded even if he leaves the site and comes back later or another day.
If, for example, the customer has clicked on black skirts at any time, the first results that will appear to him when typing the word "quit" in the search field will be black skirts.
Another very important feature that can be found in a good intelligent search system for e-commerce is the voice search. It is possible through speech recognition, an area of study that comes from computational linguistics and seeks to interpret phonemes, words and phrases spoken orally.
With this technology it is possible to recognize speech and transcribe it to written text in a automatic and in real time. Generally, the user simply clicks on the microphone icon, begins to speak what he is looking for and, immediately, the speech will be transcribed into text in the search field and the search will be carried out.
The voice is one of the main and oldest instruments used in the human communication. Therefore, the voice search can make all the difference when searching for products within the virtual store, as it makes the search much simpler, more practical and intuitive.
Search by image
To image search it is much easier to search for the desired products. Because the client just needs to send an image of what he wants to look for or take a photo on the spot. Thus, through image recognition, intelligence will bring the same or similar results.
And if the customer wants to look for more than one item, just select what he wants to look for in the image.
Search with artificial intelligence X search without artificial intelligence
As already stated at the beginning of the text, the big difference of a system of smart search is that it uses artificial intelligence, whereas a common search engine does not.
And with that, it has much more advanced skills: so much to understand the real search intent of the user, as well as to deliver the best results, thus raising the shopping experience.
Cost reduction and optimization of team work
Some of the skills of intelligent search, such as color search, can be implemented in a common search system, but in a much slower and more expensive way. Sometimes, it is necessary to hire an external team, in other cases, it is necessary that the internal team stops everything and dedicates itself to this single task, and there is still the risk of errors.
But with the smart search, everything is done autonomous by a specialized tool in this, which optimizes processes e reduces costs.
What is the real impact of smart search on online shopping?
To better understand the role of smart search skills, put yourself in the customer's shoes.
Imagine that you go to a store and tell the salesperson that you want to see “black leggings”.
Um efficient seller will search for all pants with that profile and show the options most relevant. But, at that moment, there may be some misunderstandings that hinder communication.
If you don't know exactly how to pronounce the word and say "leg" instead of "legging", the salesperson must be tactful and understand what you are looking for to be assertive. If he just doesn't understand and says he doesn't have any “leg pants”, you will give up on the purchase and leave in frustration.
In addition, if the salesperson ignores your request for black pants and brings only pants in other colors, the chance of getting angry is also great. Or worse, if it indicates a session with many pants, where you have to look through all the options and try to find a black one, it is very likely that you will get tired and give up on the purchase.
Now, if he observes your style and taste and brings quickly as black legging pants most relevant, the chances of you being satisfied and completing the purchase are huge, isn't it?
It met the requirements of speed, phonetic similarity, color search, behavioral analysis, voice search e image search and that’s what smart search does within the online store.
Intelligent search and personalization of the shopping experience
A personalization of the shopping experience it is increasingly high and it is not for nothing. The consumer profile has changed a lot and he is increasingly demanding. In addition to wanting to experience the moment of purchase, he wants to feel special and, therefore, wants products, services and personalized experiences.
In electronic commerce, using smart search it is one of the ways for that. Because, in addition to being efficient and delivering the most assertive results quickly, it shows the most relevant products to the customer, the way they are looking for - whether by color, voice or a typo.
Therefore, betting on an intelligent search is a way of customize and consequently, elevate the experience online purchase.
Click here to speak with one of our consultants and learn about SmartHint's intelligent search.