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.
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.