Four Ways to Improve Your Onsite Search

You know your onsite 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 onsite 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 Value 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 buyers rely upon onsite 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.

My onsite search isn’t converting

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 onsite 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.