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 or what your customer does. The question you ask should be about customer experience or how you help your customers accomplish their goals. 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.
In fact, we think that site search is the first element of a personalized customer experience. Think about it. What is more fundamental to a great personalized experience than making sure your customer gets the right answers to the questions they’re asking? That’s just one of the “Six Personalization Realities B2B Marketers Need to Know Right Now” in a new ebook we’ve put together for you. Because site search and personalization go hand-in-hand.