how search impacts your business goals why search is … · 2015-02-26 · why search is the most...
TRANSCRIPT
Why Search is the Most Underutilized Tool On Your Site
HOW SEARCH IMPACTS YOUR BUSINESS GOALS
February 26, 2015
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TYPES OF WEB USERS DON’T NEGLECT YOUR AUDIENCE
Browsers
• Spend more time on your site using the
navigation you’ve setup for them
• More willing to learn about you to make
sure they are in the right place
• May not be loyal to your brand yet, but
will become loyal if they easily find what
they need
• More apt to read your content, but, lets
face it, they don’t read all of it
Searchers
• Spend very little time learning about the
site structure
• Drive down your “Time on Site” and
“Bounce Rate” stats if they don’t find
what their looking for
• Loyalty is secondary to their immediate
needs
• Not forgiving if they can’t find what their
looking for – They will move on to the
next site
• They get frustrated easily
Sorters
• Spend more time looking for tools on
your site that make things easier
• Enjoy using refinement tools such as
sorting and filtering
• Use configurators
• Looking for a personalized experience
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Searchers
Browsers
Sorters
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UNDERSTANDING SEARCH USAGE
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CORPORATE SEARCH INITIATIVES DOES ANYONE NOTICE
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WHERE DO VISITORS SEARCH? UNDERSTANDING SEARCH BEHAVIOR
The homepage is not the only entry point to your website. Because search
engines are so advanced, every page is a potential landing page now.
• Visitors are not design critics, they focus on usability
• They’re not going to tell you the page looks ugly
• They will tell you when your site is not understandable
• Make the search bar visible on all pages of your site
• Size of the search bar and submit button matter
ADAPT & OVERCOME HOW TO OPTIMIZE THE SEARCH EXPERIENCE
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WHERE TO START ADAPT & OVERCOME
Get the Numbers
How many people are using site search? This helps
understand numbers, now we want to look at what users are
looking for!
Source: Occam’s Razor, Avinash Kaushik
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WHAT ARE PEOPLE SEARCHING FOR?
ADAPT & OVERCOME
Keyword Reports
This tells you the most used keywords from the
searches on your site.
• What's your first impression and is it delivering for
your customers?
• Do you have content that supports these searches?
Source: Occam’s Razor, Avinash Kaushik
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DEEP DIVE ADAPT & OVERCOME
Look at the trends!
Search Exits are your bounce rate for your search.
In a few minutes, you have a picture to start analysis.
Source: Occam’s Razor, Avinash Kaushik
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MEASURE! ADAPT & OVERCOME
If the most searched product on your site was located on the second page
of results, what would you do with that information?
• The Number of Unique Searches
• Are people not finding your value?
• Are people missing quality information?
• Search Exits
• This is like your Bounce Rate
• Use Your Reports
• Top Keywords
• Conversions (by Keyword)
• Track the most used Filters and Facets
• Poor Results
• Boost Results
• Measure Revenue
• Subscribe to Notifications
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TESTING ADAPT & OVERCOME
FEATURES TO LOOK FOR
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TOOLS FOR SUCCESS FEATURES TO LOOK FOR
Intelligent Search:
Automated learning feature that adjusts relevancy over time
Persona Based Results:
Personalize your results based on your knowledge of them; Members, VIP’s,
Geography, Device, and more
Boost or Promote Results:
Override results to provide the best results at the top
Merchandising:
Create banner ads for items/promos that your are pushing or generally what
sells best
Faceted Navigation:
Allow users to sort and filter through your results to find what their looking for
Redirect Rules:
Create rules for keywords that need to a special landing page, take users
right to that page
Word Clouds:
Tools that help the user see other words used in the search that they can get
ideas of what they are looking for
Search Box Features:
• Synonyms
• Word Stemming
• Auto suggest
• Prefix Queries (partial part numbers)
MONETIZE YOUR RESULTS
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TIPS FOR HIGHER ENGAGEMENT MONETIZE YOUR RESULTS
Look at your HIGH VALUE PAGES or BEST SELLING ITEMS and Adjust results for these to rise to the top
• Boost results
• Run banner campaigns
• Setup Landing pages
TARGET VISITORS (i.e. Geo-target) & PERSONALIZE where possible
CATCH TRENDS as they are happening – Don’t set it and forget it
• Subscribe and login to look at reports. You may want to change boosting or setup landing pages for words that are trending
• Use the Conversion report to see what’s converting best and look for opportunities
• Check pagination activity
• Which facets are most used and most important to users
COMPARE to Google Analytics reports
• Exit rate from the search
• Click ratio – number of searches and not clicking on the results
Use Search tool for NAVIGATION
• Possible with the right tools
• It gives you guided navigation
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THANK YOU!
Q U E S T I O N S ?
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