Search shopping tools are failing, claims Fredhopper

An analysis of more than 500,000 visits to online shopping sites in the UK and across Europe indicates that in over half of the cases, customers fail to find what they're looking for. The analysis, carried out by search software developer Fredhopper, revealed that many companies use conventional keyword systems, expecting potential customers to second-guess which keyword will return relevant results. "Obviously, this isn't very productive for the retailer, as it results in people simply giving up without finding what they're looking for," said Joris Beckers, director of sales and marketing at Fredhopper. He added that customers that are unable to find what they are looking for online are being forced back to traditional channels such as the high street in search of a less frustrating shopping experience, resulting in a potentially huge loss of business for e-tailers.

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