Does your site search engine drive you sales?

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How to turn your search engine into a sales engine.

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Does your site search engine drive you sales?

  1. 1. Does your site search drive your sales? How to turn your search engine into a sales engine #ColbensonLive
  2. 2. This is the best photo I could find John Tomlinson Director of Communications @JohnRTomlinson Colbenson Conversion through search & social media @Colbenson
  3. 3. How do you define conversion?
  4. 4. How customers find stuff
  5. 5. How customers find stuff
  6. 6. How customers find stuff
  7. 7. FindabilityThe ability of users to identify an appropriate Web site and navigate thepages of the site to discover and retrieve relevant information resources(Peter Morville, 2005)The measure for how easily your customers can make the rightconnections to your data(Colbenson)
  8. 8. How can we measure findability?
  9. 9. Findability analytics
  10. 10. What to measure (1)1. Overall measures• How many: volume of searches• Percentage of visitors who search• Percentage of purchases from searches• Average spend per sale from searches• Average price per search2. Findability (top level)• Percentage of CTR total (greens): • CTR from generated results • CTR from banners and sponsored links• Percentage of abandonments (reds)• Percentage of redo (ambers)
  11. 11. What to measure (2)3. Connections• For each Results and Landing page: • Duration, CTR, pagination, filters • Actions on the page (scroll, add to cart or other call2action etc.)• Connections made via AutoComplete content (split by type of content)4. Obstacles• Percentage of "next page" clicks• Percentage filtered• Percentage Zero results• Average duration on the results page
  12. 12. What to measure (3)5. Search analysis• Search content: • Top search themes and terms • Most popular search (frequency of each search)• Findability for each search term• Volume of each search term• Clustered analysis of search terms
  13. 13. How customers find stuff
  14. 14. What gets in the way?
  15. 15. Avoiding obstacles
  16. 16. Start with the customer
  17. 17. Start with the customer
  18. 18. Focus on opportunities
  19. 19. Join stuff up
  20. 20. Join stuff up
  21. 21. Join stuff up
  22. 22. Don’t leave a dead end
  23. 23. Don’t leave a dead end
  24. 24. Use AutoComplete
  25. 25. Use AutoComplete
  26. 26. Use AutoComplete
  27. 27. Don’t stop
  28. 28. Summary
  29. 29. www.colbenson.com @Colbenson

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