Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Pubcon 2016 Measuring & Improving On-Site Search

320 views

Published on

Onsite search is a powerful way to find what your customers are looking for. By optimizing the results, look and feel and design of your onsite search, you can multiply conversions and engagement.

Published in: Marketing
  • Be the first to comment

Pubcon 2016 Measuring & Improving On-Site Search

  1. 1. OPTIMIZE YOUR ON-SITE SEARCH Help your customers find exactly what they’re looking for. JP Sherman Red Hat’s Manager of Search & Findability Tweets @jpsherman
  2. 2. Findability is how your customers find what they’re looking for. UNDERSTANDING THE CORE ASPECTS OF SEARCH AND FINDABILITY ➔ The Four Pillars of On-Site Search Optimization ◆ Measurement ◆ SERP Structure ◆ SERP UI/UX ◆ Result Set Quality
  3. 3. BUT FIRST, A SHOW OF HANDS SEO/ Paid Search How many people regularly use search data to make decisions? Onsite Search
  4. 4. STUDIES SHOW How many companies regularly use search data to make decisions? Between 15% and 20% of large companies dedicate resources to on-site search. Smaller businesses range from 0% to 4% Six-month-old infants can only hold one thing in memory. Having more narcissists on a team is better for generating creative outcomes. The more relaxed you are when you enter a store, the more money you’ll spend. The ruder someone acts, the more convinced observers become that he or she is powerful. Shorter sleep duration is associated with increased susceptibility to the common cold. King penguins are attracted to the colors on each other’s beaks, including colors humans can’t see.
  5. 5. ABOUT YOUR CUSTOMERS Engaged. Invested. Curious. In an Active Decision Phase. Trusting. Convinced. WHO ARE THEY? WHAT ARE THEY MORE LIKELY TO DO?
  6. 6. AND YET CUSTOMERS WHO SEARCH ARE... Engaged. Invested. Curious. In an Active Decision Phase. Trusting. Convinced. ❏ They are 5x - 6x more likely to convert ❏ They are more likely to share content ❏ They are more likely to stay on-site longer ❏ They are more likely to return ❏ They are more likely to recognize brand
  7. 7. DIFFERENTIATING BETWEEN DATA & STORY The measurements are simple to understand, but it’s the nuance that tells the story Data is the characters in the story What these characters (data) do IS the story.
  8. 8. UNDERSTANDING INTENT & BEHAVIOR The measurements are simple to understand, but it’s the nuance that tells the story Let’s Start Where We Always Start Keywords
  9. 9. UNDERSTANDING INTENT & BEHAVIOR The measurements are simple to understand, but it’s the nuance that tells the story Keywords High Freq/ Low Intent Low Freq/ High Intent Long Tail Unicorns Popular but vague keywords Rare but specific keywords Specific terms > 3 or 4 words Queries that happen once in a given time- frame These are the most common types of queries that happen in on-site search. By understanding the types of queries you have, you can start tailoring the search experience to the type of query.
  10. 10. UNDERSTANDING INTENT & BEHAVIOR The measurements are simple to understand, but it’s the nuance that tells the story Keywords High Frequency/ Low Intent Low Frequency/ High Intent Long Tail Unicorns Clicks Conversions No Clicks Position CTR Conversion Rate Consumption Rate Keyword Types Metrics Calculated Metrics Negative CTR
  11. 11. UNDERSTANDING INTENT & BEHAVIOR The measurements are simple to understand, but it’s the nuance that tells the story Keywords High Freq/ Low Intent Example Queries: ● Bikes ● Software ● Smart phones ● College ● Finland ● Books ● Laptops ● Elections This is the top of the funnel search behavior. User Intent Isn’t Specific ● Information ● Ideas ● Knowledge ● Type Selection ● Familiarity ● Definitions ● Topic Review
  12. 12. UNDERSTANDING INTENT & BEHAVIOR The measurements are simple to understand, but it’s the nuance that tells the story Keywords Low Freq/ High Intent Example Queries: ● Download latest iTunes ● Stream The Clash ● Pictures of cats in baskets ● Vietnamese food near me ● Spicy vegan taco recipes ● Supernatural monsters that drink human blood ● Latin name for ring-tailed lemur ● What does coulrophobia mean? There is no ambiguity in the searchers’ intent. User Intent Is Specific ● Take an action ● View specific thing ● Learn specific thing ● List based content ● Answers to a specific question
  13. 13. UNDERSTANDING INTENT & BEHAVIOR The measurements are simple to understand, but it’s the nuance that tells the story Keywords Long Tail Long tail keywords are those three and four keyword phrases which are very, very specific to whatever you are selling.
  14. 14. UNDERSTANDING INTENT & BEHAVIOR The measurements are simple to understand, but it’s the nuance that tells the story Keywords Unicorns Unicorns are keywords that appear once in a given time- frame. ● On average, 50% to 60% of queries are unicorns ● Unicorn queries are useful to gain quick wins. For queries that make sense, the identification of a unicorn can lead to content that will immediately fulfill that search. ● One caveat, unicorn terms can frequently be typos, nonsense words or long copied/ pasted text
  15. 15. UNDERSTANDING INTENT & BEHAVIOR The measurements are simple to understand, but it’s the nuance that tells the story Metrics CTR CTR in on-site search measures clicks from SERP ● CTR’s are a great way to measure the overall success of your on-site search ● Sometimes, you might see a CTR on a keyword greater than 100% ● This means that the user has opened up links in new tabs.
  16. 16. UNDERSTANDING INTENT & BEHAVIOR The measurements are simple to understand, but it’s the nuance that tells the story Metrics Conversion Rate Consumption Ratevs Conversions A quantifiable action taken. Conversions can be purchases, sign- ups, downloads or something else. Always binary. Consumptions A qualitative measurement of content. It’s is a spectrum that measures how much of the content has been consumed.
  17. 17. UNDERSTANDING INTENT & BEHAVIOR The measurements are simple to understand, but it’s the nuance that tells the story Metrics No Results No Clicksvs No Results When a query is performed and nothing matches the query No Clicks The inverse of click throughs
  18. 18. WHEN SERPS FAIL Searches will fail, your customers will look for strange things - help them out a bit. Users will experience a search failure. Giving users a way to refine, tips to search again, a place for feedback will improve the search experience. Users w/out assistance re-searched 33% Users w/ assistance re-searched 59%
  19. 19. WHEN SERPS FAIL Searches will fail, your customers will look for strange things - help them out a bit. Metrics No Clicks Failure means you can ask for more information !
  20. 20. WHEN SERPS FAIL Searches will fail, your customers will look for strange things - help them out a bit. Metrics No Clicks
  21. 21. WHEN SERPS FAIL Searches will fail, your customers will look for strange things - help them out a bit. Metrics No Clicks Wait, What?
  22. 22. AUTOSUGGEST CAN HELP FILTER INTENT The SERP & the Snippet Can be Magnetic to Clicks When Showing Value Starting with the Search Experience
  23. 23. EVEN WHEN THE USER DOESN’T KNOW “CORRECT” PHRASE The SERP & the Snippet Can be Magnetic to Clicks When Showing Value Auto-Suggest Customer Focused Immediately gives the user options helping fix any “wonky” searches Business Focused You can add keymatches or suggestions based off of the query entered
  24. 24. AUTOSUGGEST CAN HELP FILTER INTENT The SERP & the Snippet Can be Magnetic to Clicks When Showing Value Autosuggest vs. Non Autosuggest Having autosuggest can increase CTR & Conversion CTR: 42% CR: 3.9%
  25. 25. AUTOSUGGEST CAN HELP FILTER INTENT The SERP & the Snippet Can be Magnetic to Clicks When Showing Value Autosuggest vs. Non Autosuggest Having autosuggest can increase CTR & Conversion CTR: 57% CR: 5.1%
  26. 26. CONTEXTUALIZE INFORMATION IN THE UI If the search results aren’t perfect, adding contextual information in the UI can help the user
  27. 27. KNOWLEDGE GRAPHS CAN CONTEXTUALIZE The SERP & the Snippet Can be Magnetic to Clicks When Showing Value Knowledge Graphs High Volume/ Low Intent Allows the user to immediately focus on what their intent is when it’s not clear in the query.
  28. 28. OH… RIGHT… MOBILE MATTERS The SERP & the Snippet Can be Magnetic to Clicks When Showing Value Don’t Forget Mobile
  29. 29. DISAMBIGUATION FOR SIMILAR SEARCHES Understand Where Your Customers Primarily Interact With You.
  30. 30. RIGHT... AGAIN WITH THE MOBILE. Understand Where Your Customers Primarily Interact With You.
  31. 31. TEN BLUE LINKS MAY NOT EVEN WORK Some products lend themselves to be more visual, or more comparative.
  32. 32. BLENDED SEARCH RESULTS Just display all the things
  33. 33. OF COURSE, I’M GOING TO TELL YOU TO TEST IT Naturally… but what do I look at to see if it’s a good test? CTR Conversion Rate Accessed Content Watch These Metrics Refinements Does the experimental group have a higher CTR? Implying Value Are there more purchases or other conversion events? Does more content get viewed after a search is performed? Do people perform less searches after an initial search? Mobile Is there a significant difference in these metrics from mobile devices?
  34. 34. IF YOU REALLY WANT TO BE FANCY It’s a great way to measure search quality, but requires decent development changes. To deliver the right content quickly to the right person who is searching your site. Goal Measure: Time from Query to Conversion/ Consumption 1st Query 1st Click Pogostick 1st Refinement 2nd Click conversion? 2nd Refinement
  35. 35. KEY TAKEAWAYS TO IMPROVE ONSITE SEARCH Make a plan, make a change every month, measure it & repeat. It’s not that hard Change the Snippet Change the SERP design Add Contextual Information Measure, Measure, Measure Don’t forget, mobile is unique
  36. 36. THANK YOU Please feel free to talk to me if you happen to run into me. Find me on Twitter @jpsherman

×