Australian e-commerce companies are missing significant opportunities to improve the effectiveness, reach, and return, of their marketing and sales programs, according to a new survey

The SLI Systems study which surveyed 160 global retail organisations found that while the majority of online retailers plan to focus heavily on their e-commerce platform, site search, and SEO, in 2014, more than half aren’t using their site’s search reports and information to enhance their marketing programs.

“Retailers know that site search is an essential element of any online business approach,” Mark Brixton, country manager, APAC, SLI Systems said.

“But they should also be aware of the rich benefits site search can provide to marketing and sales strategies,” Brixton said.

“Using the right site search solution, retailers can obtain valuable insights on visitor habits and buying behavior to help them deliver a richer user experience – which, in turn, encourages repeat purchase.”

Around 25 per cent of retailers surveyed said that they integrate site search data into email marketing campaigns to better customise offers for customers, with 27 per cent creating SEO landing pages populated with site search results and custom banners.

Half of respondents said they weren’t doing more with site search to enhance marketing and sales programs due to limited resources, while nearly 30 per cent claimed to be unsure how to, and 10 per cent said their existing site search solution did not allow for integration with marketing programs.

When asked which site search features they have already implemented to augment the relevancy of results, the majority of retailers cited they have not implemented features such as auto-complete with graphics (55 per cent), mouse-over pop ups (59 per cent), personalised search history (64 per cent), refinements (43 per cent), or a floating search bar (80 per cent).

Most said they rely on site search features they already have such as auto-complete (62 per cent) and refinements (43 per cent) to do the job. The good news is, nearly half are planning to change their ways and will work to incorporate more features and functionality to enhance marketing programs in the coming new year. And, 37 per cent say they will work to do more with site search to help their marketing efforts during the 2013 holiday period.

To download the full survey report, click here.