Last month I wanted to order a couple of rolls of bubble wrap and went to Costco’s website. Since I had a strong intent for what I was looking for and knew exactly what I wanted, I went in and typed “bubble wrap” into the search box. To my surprise, what came back? Women’s Printed Scarfs (see screenshot below).
Now, the sad part is that Costco does carry Bubble Wrap in their online inventory and it just happen to be that their search sucked. If you do a search for “bubble”, you’ll see the bubble wrap on the second row of results. Taking that a bit further, even after a month the results are the same, what implies there isn’t a mechanism on their site to identify unsatisfied searches and get them to fix as soon as possible.
Too bad for Costco, they lost revenue from me that day. I went to Amazon.com, searched for Bubble Wrap, the first 5 results were spot on, bought the product and done! Users on the internet are not that forgiving and once the user goes to a competitor site, it’s sometimes hard to get them back, and brands should not ignore the value of analyzing what people are searching on their website and what the satisfaction level is for your search. It directly translates into revenue (or lost opportunity in case of Costco)!