The Benefits of Site Search
Transcript of The Benefits of Site Search
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SITE SEARCHBy. Jordan Burleson
Digital Marketing Strategist
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BENEFITS OF SITE SEARCH
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HAVE YOU EVER
Searched for something online? Clicked a link to a promising
website Land on a webpage that doesn’t
quite answer your questions?
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HAVE YOU EVER
Navigated to a site that you know had good information but cant find it through the sites navigation?
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WHY YOU NEED SITE SEARCH
According to a recent Econsultancy blog on site search ●Visitor's convert at
4.63% vs. websites’ average of 2.77%
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WHY YOU NEED SITE SEARCH The average website
has over 50 pages or more.
Finding what you need with similar content on multiple pages can be tricky.
Search engines don’t always get your searches on the right page.
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SITE SEARCH BENEFITS YOUR CONSUMERS
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SITE SEARCH HELPS VISITORS Stay longer on the site Find what they are looking for Make transactions Micro-Conversions Contact you Encourage repeat transactions
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Many consumers today will go straight to the site search before navigating for an answer.
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SITE SEARCH IS BENEFICIAL BECAUSE
It satisfies the “ I want it now” problem for today's searchers
Consumers expect site search on today’s websites
It also reduces bounce and exit rates Increase time on site It can suggest related content the searcher
may be interested in
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SITE SEARCH IS GREAT FOR ECOMMERCE
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DID YOU KNOW? On ecommerce sites, up to 30% of users will
use the search box to show intent to buy. All by typing searches for product names,
product codes and product categories. Ecommerce sites can take advantage of
filtering options to narrow down “Clothing” to “Men’s” and then even further to “Dress Pants.”
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WHERE SHOULD SITE SEARCH BOXES GO?
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WHERE SHOULD SITE SEARCH GO?
Site search boxes should be placed in a prominent position on the page and visible throughout the entire site.
Ideally the site search bar should be positioned near the top navigation.
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By using text in the search box before the area is clicked, you can help give search parameters and advice to help users to click.
Make sure the text disappears when users click the search box. This can provide a poor user experience if they have to manually delete text.
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BENEFITS OF AUTO-SUGGEST IN SITE SEARCH
Saves time in the search process
Avoids incorrect spellings
Ensures consumers receive better search results
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SITE SEARCH BENEFITS FOR ECOMMERCE
Improved Sales- Effective searches allow shoppers to easily find products when they want to make a purchase
Increased Time on Site- Easier site search means deeper navigation into site
Customer Retention & Loyalty- Satisfied customers = Return customers and positive reviews
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SITE SEARCH ALLOWS BETTER ANALYTICS
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HOW DO YOU PROVE SITE SEARCH’S WORTH?
Our preferred Analytics partner, Google Analytics, offers a site search analysis feature.
The site search analysis feature will allow you to dig deeper into the mind of your consumers and improve your website.
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HOW TO SET UP SITE SEARCH Click the Admin tab at
the top right of any screen in Analytics and click the account that contains the profile you want to set up Site Search for.
Use the Profile menu to select the profile you want then click the Profile Settings sub-tab.
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HOW TO SET UP SITE SEARCH CONT.
Under Site Search Settings, select Do Track Site Search.
In the Query Parameter field, enter the word or words that designate an internal query parameter, such as “term,search,query”. Sometimes the word is just a letter, such as “s” or “q”. Enter up to five parameters, separated by commas. For information about identifying query parameters, see Identifying Search and Query Parameters for Your Site.
Select whether or not you want Google Analytics to strip the query parameter from your URL. Note that this strips only the parameters you provided, and not any other parameters in the same URL. This has the same functionality as excluding URL Query Parameters in your Main Profile: if you strip the query parameters from your Site Search Profile, you don’t have to exclude them again from your Main Profile.
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HOW TO SET UP SITE SEARCH CONT.
Click Apply
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HOW TO SET UP SITE SEARCH CONT.
Select whether or not you use categories, such as drop-down menus to refine a site search. ● If you select No, you are
finished. Click Save Changes.
If you select Yes: ● In the Category
Parameter field, enter the letters that designate an internal query category such as ‘cat, qc,’.
● Select whether or not you want Google Analytics to strip the category parameters from your URL. Note that this strips only the parameters you provided, and not any other parameters in the same URL. This has the same functionality as excluding URL Query Parameters in your Main Profile: if you strip the category parameters from your Site Search Profile, you don’t have to exclude them again from your Main Profile.
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TRACKING SITE SEARCH
Usage Report Shows you how many people use the site search feature vs. those that do not. It also gives you insight into what percent of search users make a purchase so you can compare ROI.
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SITE SEARCH: USAGE REPORT
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SITE SEARCH: TERMS This report shows you
what keywords people are using, what items they may not be able to find within your site navigation
This gives insight into what products are missing and keywords that need more focus
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SUMMARY A great site search software can help you:
●Retain customers ●Increase sales ●Track under-performing pages and
keywords
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HOW TO GET STARTED
Beacon recommends two great options for integrating site search into your ecommerce platform. Google’s Custom Search which provides has a free and
inexpensive option for small and medium sized businesses Nextopia, a partner of Beacon which offers an affordable
option for larger businesses and support integration through a variety of platforms