Warning: You’re ignoring your company’s best salesperson

Here’s a scenario for you: imagine you have an amazing salesperson who develops a deep connection with customers, beginning with their very first interaction. Even better, these prospects share their deepest concerns, telling your salesperson everything you’d want to know about how to help them — and how you can sell them what they need.

But you ignore everything this salesperson wants to share with you about what they’ve learned. You simply say, “Nah, I’m not interested in providing a better experience for these prospects. I’m not curious about their needs. I don’t care what they’ve told you.” That would be ridiculous, right? And yet, if you’re like most companies, you’re probably doing this every single day.

You may have guessed that your company’s best salesperson is, of course, your website. This brilliant salesperson who knows what matters most to your prospects and leads might still surprise you: website search. That is, the searches customers conduct directly on your site. What customers tell you in those searches will make the difference between successful enterprises and the also-rans.

About Tim Peter

Is your site search a guess machine?

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.

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

Site Search is Market Research

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.

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

#SEMPOChat: Site Search

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.

In this free 60 minute webinar, four site search experts discuss:

  • The importance and value of site search
  • Ways to assess your company’s site search
  • Approaches to improve your company’s site search

SoloSegment CEO Steve Zakur and Chief Strategist Mike Moran have worked in search for decades and join this webinar to share crucial insights on measuring and improving your site search. SoloSegment specializes in measuring site search analytics to help clients measure their site search and use those measurements to significantly improve their conversions and sales.

If you only have 5 minutes to spare, skip ahead to 26:10 where Mike provides two compelling answers about site search value.

Special offer for SEMPO viewers: Try SoloSegment’s Site Search Inspector free, and get 10 percent off if you decide to purchase!

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

The ROI of Site Search

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.

Determining what to do and how to make the most money doing it would seem to be reason enough for calculating ROI. But there’s another, almost equally important reason. Communicating the returns on business decisions is the language of business. You’ll need this information to convince the IT and Finance guys to make the investment. But (ironically) many businesses fail to put the proper time, resources, and methodology to determining ROI, and end up allocating their resources poorly. Site search is a great example of this problem.

Even though up to 50 percent of your customers use your site search, I bet you don’t have technical and human resources dedicated to it. That’s something that needs to be remedied. You’re leaving money on the table. You need to build great partnerships with stakeholders from across business functions to change the status quo and you need to be able to express the need for change in terms of value. Fortunately, you don’t have to have an MBA to figure out the value. Here’s the steps you need to be taking in your ROI process.

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

B2B buyers rely upon site search

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.

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

You’re measuring site search wrong

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.

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.