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. Why is it 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.
Many companies have a measurement problem when it comes to understanding the effectiveness of site search. But that measurement problem often stems from the failure to ask the right question. The question shouldn’t be about customer behavior. The question should be about the customer experience. At SoloSegment we believe that the only customer experience that matters when you’re talking about site search is the success rate. Did the customer find the right content to answer their question on the first click? Unless you start with that point of view, you’re doing it wrong.
Site searchers tend to show up at your website with a certain purpose in mind. They have a need and believe that you have the solution. This should be great news, because you have all this great content and if they get to see your product, it is likely they’ll buy it. But our experience shows that many site searchers don’t actually get to the point of seeing your content. They use your site search and are frustrated by the poor quality of results. You’re frustrated too, because you don’t know why this happens. Finding out why searchers are frustrated and creating a plan to prevent it can significantly improve your site search conversions and lead to sales.