Why Enterprise Site Search is Hard for IT Teams Let's face it, managing a large,…
Internal site search is a complex subject that is difficult to condense into five best practices. For example, many websites have hundreds or thousands of keywords that account for the majority of their onsite search volume. Under those sophisticated conditions, how do you optimize your search function without overwhelming your technical team? Below, we help answer that question in a continuation of a blog we published in August.
5 More Best Practices to Improve Internal Site Search
1. Put Your Search Data to Work.
When looking to improve internal site search, it’s essential to collect and analyze data. You can start by determining how often your users are actively searching on your website and how often those people are successful in their searches. Each time a visitor interacts with your site, they create preference-revealing, actionable data that can help shape your business strategies. Examining your search data can help you evaluate the quality of your search function, reveal essential keywords, and give you insights to improve conversion rates. Even companies that devote resources toward improving customer satisfaction often overlook the importance of onsite search analysis. Delivering improved search results demonstrates that your organization has a deep comprehension of customer needs, allowing you to improve engagement, drive sales, and even create an advantage over competitors. Related: 8 metrics to track for onsite search analytics
2. Extract Value from Onsite Search
Companies that overlook onsite search usually fail to improve engagement that can drive revenue. However, marketers and others involved in their companies’ site search functionality are finding hidden value in this capability, including:
- Site searchers are 87% more likely to respond to marketing goals than non-searchers
- Site Searchers are 43% more likely to buy
- In the case of highly transactional businesses, studies show that searchers are up to six times more likely to buy
Higher conversion rates from site searchers are also intuitive. The searcher knows what they want, and they suspect your organization can provide it; all you have to do is point them to it by ensuring your onsite search delivers relevant answers that allow the buyer to move forward with their journey.
3. Make it Easy for Your IT Team
When considering a new technology, you should also consider the resources it will take to implement and maintain it. From an IT perspective, a solution is often relatively easy to install but later becomes a burden to operate or optimize due to configurations or coding. The time your technical team must devote to this process effectively diminishes the technology’s value. The solution is to use a system that provides easy integration and…
Once you’ve collected and analyzed your site search data, you should use it to improve everything that happens after the search. Having the appropriate data allows you to automate many processes. For example, if you A/B test the changes you’re making to your onsite search engine, then you no longer have to guess whether one customer experience is better — you will have data that demonstrates it for you. The right search solution will automatically analyze your data and update website search results, so you can avoid constraining your team’s capacity.
5. Focus on customer experience
Your website visitors are looking for the thing or the information that will help them end their pain. Personalization and engagement, as opposed to a cookie-cutter or mass-produced experience, are at the heart of customer experience. Two metrics stand out in their ability to gauge customer experience:
- The percentage of visitors who use search. This data should inform you of the importance of search in your visitor experience.
- The percentage of visitors who exit from the search results page. It’s safe to assume that your site fails to deliver relevant information if someone exits. If your exit rates are high (more than a few percentage points), you should immediately look into an onsite search solution that will prevent your visitors from bouncing to a competitor’s site.
If you’d like to learn more about improving internal site search and getting more conversions from your website, connect with SoloSegment today. Our easy-to-implement solutions can help you turn your most highly-engaged site visitors into your best customers.