What does search have to do with a data-driven marketing strategy?
Modern marketers employing a data-driven marketing strategy is a far cry from revolutionary, but what most fail to realize is that there is a treasure trove of valuable information hidden right in plain sight: the search data contained within their own website.
We’ve said this before and we’ll say it again, site search is very important. Searches on your website are where your visitors tell you exactly what they are looking for.
Those who use the search bar know what they want and are typically in a low-funnel stage, meaning these users are more likely to convert at a higher rate and produce a greater ROI. In fact, a recent study found that visitors who used site search converted at a 4.63% rate versus those who did not use search: 2.77%. That’s almost a 2x differential.
The study also found that visitors using search contributed 13.8% of the overall revenue generated on site and since roughly 50% of all web traffic heads straight to the search bar when first arriving at your site, search users are among your most valuable.
On the other end of the spectrum, those who cannot quickly and easily find the information they’re looking for on your website are unlikely to convert – and similarly, people who struggle to find solutions can also generate costly support tickets, emails and calls. Forrester reports that as many as 68% of shoppers would not return to a site that provided a poor search experience. A marketer’s mission is to deliver an optimal user experience, regardless of industry, since it is a key driver to the fulfilment of other desirable actions: content consumption, brand engagement and of course user conversion.
While search statistics definitely emphasize the importance of providing users with a seamless and relevant site search experience, the data set available through a robust search technology provider, like Funnelback, is truly a game-changer.
Digging deeper into the user behavior behind the search activity will provide you with actionable insights you can use to further optimize your online and content efforts.
Site search data is extremely undervalued, yet remarkably powerful. It doesn’t have to be this way. When used correctly, this data set empowers marketers to:
- Improve UI
- Enhance information discovery
- Optimize content
The data available allows marketers to make informed decisions that not only upgrade these three key areas but also boost overall user experience. Best of all, the insights taken from search fit neatly into any data-driven marketing strategy and can be easily leveraged to generate positive results. So how can search data strengthen so many key areas?
It helps improve your home page
Take the insights from your search data and incorporate them on your landing page. You can assume the top-searched words and terms are at the forefront of your visitor’s minds, so it’s best to get the information front and center.
It helps with content strategy
Anything that is trending in search is probably important to your website visitors. These insights are valuable in terms of content that needs to be updated or created in order to completely satisfy your audience.
Revise your navigation bar
Site search not only provides information on what people are searching for on your site, it also gives you terrific clues about what people are not finding on your top navigation bar. If it appears like people are searching for content that is buried, that’s a sign you need to make it easier to find. Popular search queries should be found effortlessly – so you have to move things around. Making the content that your visitors are searching for more accessible will deliver a great user experience and inspire them to stay on your site longer, thus, improving your SEO. It’s a win-win.
Periodically monitoring the search activity on your site is a must. You might even be surprised by what you learn in the process. If something is appearing at the top of the results page that shouldn’t be, fix it ASAP. The same goes for seeing things that should be showing and aren’t. You’ve got to add them. Also, take the time to optimize any of your content for online search (SEO) not just site search. The most searched items are popular for a reason, so adding key terms that enable them to be found by the search engines will help your overall ranking.
As marketers, we all want to deliver seamless user experiences that allow for easy information discovery and content consumption.
We all want to develop an intimate relationship with our audience to the point where we can dispatch personalized digital experiences to our various cohorts in an instant.
We all want to know and understand the effectiveness, and ineffectiveness, of our efforts in order to improve upon them and continue to delight our audience(s).
Search is a powerful, underutilized tool just waiting to be unleashed.
There are some amazing things you can do with site search. We are more than happy to share them with you!
You can easily set up some time with one of our experts if you are considering an upgraded search experience.