Site Search Optimization
Our client studies confirm that visitors who use site search convert at a higher rate. Most companies miss a huge opportunity here. You have qualified visitors on your site actually searching for something they want! For many internet users, this is their standard mode of navigation… land on a website, find the search box and type what they are looking for. They ignore the standard navigation! Don’t assume that your internal navigation is sufficient, or that external site search optimization covers internal search.
At Beacon, we believe it’s important to understand how your visitors navigate, but in this case, what they do while searching internally. External searches in Google and Yahoo are typically broader than what visitors search for on your site, when they are looking for very specific items. So make sure your internal site search provides good, relative results to your customer’s search. Doing so will build both trust and revenue.
Through site search optimization, you learn what visitors want, what they are finding and maybe more importantly, what they are not finding. You will understand what’s popular, what you are missing and what you need to market more strongly or tune on your website. Also, integrate your site search into Google Analytics to include its tracking with the rest of your website analytics data for completeness.
After gathering insights from your internal site search data, make changes to optimize the site search experience for your visitors (and your return!). Adjust search results pages for your key phrases, especially your most important ones. Create synonyms because people use different keywords for the same thing. Identify and test usability changes to your site search results page (colors, positioning, information, etc.). Measure conversion rates and repeat the process. It pays for itself!
"Again, I'm completely BLOWN AWAY! This is great stuff...."
"Many companies want to race through requirements elicitation, but not the Beacon team. The extra time we spent on analysis paid enormous dividends throughout the remainder of the project."