Autocomplete is the bane of any message sent from a mobile device. However, one place where autocomplete shines is on search engines. Autocomplete, also called autosuggest or incremental search, improves the user experience by making it easier to execute searches by suggesting words and phrases that a matching algorithm determines are appropriate based upon the characters entered into a search box. Google has had autocomplete in their search box since 2008. Following in their footsteps, any company that values its customer experience has implemented autosuggestion in their site search. But there’s a new trend in the type-ahead game that we’ve begun to see cropping up on more and more company websites: Instant Search.
A/B Testing Site Search
A few weeks ago I participated in a webinar over on Biznology. I shared five strategies for improving site search using A/B testing. Long a part of the digital marketer’s toolkit, A/B testing has relevance for search analysts as well. Using these methods you can test new settings against a portion of your live traffic without risking tanking things altogether. Once the new settings have proven themselves, you can deploy them to the primary search engine.
Most companies don’t measure site search well. They rely upon out of the box measurements that measure activity instead of outcomes. Nowhere is this problem acuter than when you move from one search engine to another.
- How do you exceed customer expectations if you don’t have an effective baseline?
- How do you know you’ve done the migration well if you don’t measure the gap before and after?
- How do you ensure improvements in content and algorithms are effective?
A/B testing of the search engines is the answer. Check out the webinar. You can also read a short version I did in a blog post a few weeks ago.
If you’re interested in improving your website’s engagement, lead contributions, and conversions, connect with us and we’ll have a chat.
Don’t let bad onsite search catch you by surprise – fix it now.
The biggest challenge in corporate IT is managing the never-ending list of equally important priorities. This requires what I’ve always referred to as “ruthless prioritization”; yes there are a lot of important things to do but you can only work on the most critical. More often than not, important stuff like site search gets left behind.
So what do you do when that important stuff all of a sudden becomes critical? You sweat and you work the problem. It’s easier if you have the right data.
If you’re working to improve your site search it’s sometimes difficult to know what’s working and what’s not. You do a bunch of stuff — modify settings, change the user experience — and measure the outcome. If search success is better, then you pat yourself on the back. Your search improvement efforts worked! But did they? Search is really dynamic. If nothing else changes, you know that the content changes constantly. So was it a content change that improved your search success or something you did to the engine? Fortunately, you can take a lesson from marketing to assess the effect of changes. You can A/B test your search engine.
Old Time Search
Just past Fish Creek Campground, a gravel, two-track wanders off into the wilderness of Glacier National Park. At the head of the road there are several warning signs about the perils of backcountry travel. Bears. Mountain Lions. Falling trees. There are also unlisted perils — flat tires, dehydration, fire, and the various demons that live in our imagination when we venture into wild places. There’s a lot of unknown down that track but that’s where we’re going, so we drove on.
You know your site search isn’t good. You’re in good company. A recent survey we did of leading healthcare companies showed that 47% of the industry’s top keywords performed poorly on site search. That’s consistent across industries, more so in B2B enterprises. But site search is the first personalized experience customers have with your site. Shouldn’t you make sure it meets their expectations?
Why is site search so bad? Well, some of that is because search owners don’t know what to fix. The good news is that getting started is easy and there are four things you can work on today that will improve your site search success rates.
The age of digital marketing is defined by data. Data has quickly become one of the most valuable assets a business can have, and businesses are willing to invest a ton of resources into market research and collecting data about target demographics. Yet far too often businesses fail to collect the data that customers willingly give them.
Site search is the most underrated and underfunded part of the sales process. Up to 50 percent of customers use site search–but most companies don’t have resources dedicated to improving their search. A significant part of the problem is that many decision makers are confused by site search and don’t know where to start.
The ROI of Site Search
The calculation of ROI (Return on Investment) is a critical step of the business decision making process. It can also be the most intimidating step. Even those who sat through Finance 101 and understand the concepts of ROI calculation may not fully understand how to do it in practice. Fortunately, we’ve had a lot of experience in using this tool, especially in calculating the ROI of site search improvements.
B2B Sales is changing
According to Forrester, the percentage of B2B buyers who prefer to do research online increased from 53% in 2015 to 68% in 2017. But it’s not just pre-sales research. Accenture’s research indicates that when you look at the end-to-end buying process, 94% of buyers do online research. The digital shift has completely transformed B2C buying behaviors, and while B2B has been more resistant to the shift, those changes are coming.
To take advantage of this trend, successful digital sales leaders will recalibrate where resources and management attention is focused. Sales Reps will continue to be a key part of the B2B sales process, especially during the final phases of high consideration purchases. But online capabilities, especially during the research phase, needs a better seat at your sales table.