The Customer Journey IS the Goal There's a better way to think about your B2B…
8 Metrics to Track for Onsite Search Analytics
Marketers, content managers, and customer experience professionals are always looking for new ways to engage with audiences and improve conversion rates. But one indicator of engagement and purchase intent that’s largely overlooked is onsite search. Onsite search is an extremely powerful weapon to have in your marketing technology arsenal. Yet, believe it or not, onsite search is disregarded by 84% of companies1.
Think about it. When was the last time you considered how internal site search affected website engagement? How did site search interactions impact conversions, either positively or negatively?
Not every site visitor will use the onsite search function, but those that do are looking for something specific, which is a clear indicator that those visitors are highly engaged and want to interact with your business. To leverage that engagement, it’s critical that the search results your site delivers are fast, accurate, and provide the searcher with the information they need that compels them to take action – either converting them to a customer on the spot, or moving them further down the funnel to making a decision.
Analyzing how well your onsite search is performing can provide your sales and marketing teams with tremendously valuable customer insight. What is their activity? What is their intent? What words and phrases are they using when they think about your offerings? What pages are they seeing? When and what actions are they taking while navigating your site?
Monitoring the right metrics can show you which of your current strategies are effective, and where there’s room for improvement. So, let’s review which metrics you should be keeping track of, and how that data can be used to improve engagement, increase conversions, and generate more revenue.
Sessions with Search.
This is a straight number, rather than a calculation. How many total visitors used the search function on your website?
Percentage of Sessions with Search.
What fraction of total visitors used the search function? You can calculate this by dividing sessions with search by the total number of sessions.
Sessions with search
Time After Search.
How long do users spend on the site after performing a search? If you find that users leave immediately after a search, it implies that the search results were unsatisfactory.
The number of times visitors leave the site immediately after using the search function. Search exits and the percentage of search exits are strong indicators of inaccurate or unsatisfactory search results.
Percentage of Search Exits.
What fraction of searchers leave the site immediately after searching?
If your site visitors don’t bounce immediately after searching, you’ve passed the first hurdle! But now, it’s important to review user behavior upon receiving search results. Pageviews where website visitors actually click when they get all the pages in the search results – indicating which pages are the most accurate results for the search that was conducted.
The number of different pages viewed after a search is conducted provides insight into search depth, indicating that there may be more than one result appropriate to a specific keyword.
If a visitor enters a search in the search bar, accesses the results, and immediately types another version of that search in the search bar, it means that the results of the initial search may have been close, but were ultimately unsatisfactory.
Many companies, even those devoting resources toward improving customer satisfaction, often overlook the importance of onsite search analysis and the potential onsite search can have on the bottom line. Delivering better search results demonstrates that your company has a deep understanding of each customer’s needs and challenges; allowing you to improve customer engagement, increase sales, and even create a competitive advantage over rivals.
If you’re looking for an easy-to-implement onsite search improvement solution – one that uses all visitor interactions as training data and continuously, automatically improves search results, consider SoloSegment SearchBox. SearchBox can be implemented quickly and begins delivering results instantly, improving search results and increasing conversions on your website. If you’d like to learn more, contact SoloSegment today.