In this two part post, you will begin to understand why your prospects use site search, how to track what they are searching for, and what your new found information can do for you. In part one of this two part series, you will get an idea of what kind of visitors are utilizing your site search box, and how the words they type into that little rectangular box can make you money.
With the wealth of information on websites it is sometimes difficult for visitors to find exactly what they came to your site for. Having the most user friendly navigation on your site is the most important thing you can do to help your customers find what they need. In the case that your navigation just doesn’t speak to certain types of visitors, providing a tool such as “Internal Site Search” will give your visitors a quick easy access to the products and services they are looking for. It is already difficult for your visitors to determine whether or not a website will contain the information they need. It is a whole separate obstacle for them to find it on your site once they land. Site search offers several solutions that can prove to be very cost effective for your business.
Once you’ve installed a site search box visitors who know what they came for can find what they need instantly. These types of visitors are the same ones that get impatient when they can’t find the information they are looking for on their first or second page view. Navigational structures of some websites can also be confusing for many visitors. Having Site Search installed will let your visitors completely bypass many of your pages where they might become lost. When your site search box stands out effectively, your visitors will find it and use it instead of bouncing from your site.
Visitors who are accustomed to using search engines such as Google can relate to Site Search on a website as they recognize it as a comfortable way to find information. They are more than likely to prefer searching on the site rather than navigating through page to page to find what they are looking for.
You can benefit tremendously from having an internal site search function. Internal site search can provide a wealth of information about how visitors navigate your site.
By knowing the keywords your visitors are searching for on your site, you get a better understanding of their desires, intent, and behavior. The data can reveal exactly what information they searched for and what landing pages kept them captivated to continue reading. Of course, you will also know those keywords and landing pages that prompted them to leave your site. If you spend time finessing this data, you will glean insights into the minds of your prospects. Now, you can look forward to improving the overall conversion of your E-commerce website.
Knowing what search terms your visitors are using can give you new ideas. If you see that many visitors are searching your site for a specific type of product that you don’t provide, it may be time to consider offering this product to serve their needs. When your site is already bringing in traffic for a product that can easily be added, you have an opprotunity to imporove the ROI of your business.
It can be difficult to identify with your customers and imagine what keywords they might use. Site search allows you some knowledge about what guests are searching for on your site. You can look at what keywords your visitors use in your site search boxes and tweak your content for SEO purposes. Site Search keywords can be added to your search marketing campaigns, offering a chance to reach a wider and more qualified audience on the Internet than originally anticipated.
In order for your company to remain competitive online, you need to be open to the new ways people are finding and sharing information. Site search is a fantastic utility for companies looking to evolve their website according to customer demand.
Just placing a search box on your site isn’t enough. You will have to make sure results are both helpful to the user and that creating maximum conversions for you. How do you know if your visitors are receiving the optimal results? Data of course! You can read the second post of this series next week to be sure you are tracking that data correctly. It can be difficult to optimize the site search process, so if you need any help we here at FutureNow and our OnTarget program are here to help you convert your site searchers into customers and leads.