© 2017 Coveo Solutions Inc -Proprietary and Confidential · 2019-12-04 · Coveo for Sitecore...


Simon Langevin

Coveo for Sitecore Product Manager Sitecore MVP 2017

Andy Uzick

Sitecore Practice Director | ARKESitecore MVP 2007-2017

Site Search Design Best Practices

Coveo for Sitecore

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▶︎ Why Site Search▶︎ Or why should you even listen to what we have to say

▶︎ Redefining Site Search▶︎ Or making sure we understand the difference between site search and content indexing

▶︎ Learning from Site Search▶︎ Or learning how to use search tools properly

©2017CoveoSolutionsInc- ProprietaryandConfidential

Agenda

And why you need to do it right

4 ©2017CoveoSolutionsInc- ProprietaryandConfidential

Why Site Search

Google AdWords


Who is interested in buying shoes?

Someone searching for shoes.

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▶︎ Eighty percent of us online adults report that they generally know what they are looking for when they

search for products online.*

▶︎ 200% increase in conversion rate from shoppers who use internal site search. **

▶︎ Web search accounted for 38% of new sessions on most sites. **


Some Interesting Statistics

*Forrester 2017**Demac Media 2016 Q3 eCommerce Benchmark Report

Search is Now a Normal Behavior

Everyone uses Search

They expect:

▶︎ Accessible Search

▶︎ Relevance

▶︎ Personalization


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“Only 13% of digital experience decision-makers we surveyed listed search as a top technology priority.”

“search on many corporate websites is an understaffed, IT-funded afterthought.”


Current Situation

Google-ize YourSiteSearchExperience,Forrester,2015

Website Technologies


CMS:Sitecore

xDB

EXM

G360,Webtrends

PardotMediaLibrary

Digizuite,ADAM

SocialConnected

Komfo,Hootsuite

Lucene

Solr???

Search

DigitalAssets

Coveo,GSA

We start with Sitecore as our core platform.

▶︎ Wait! We need analytics!▶︎ We have xDB out of the box, and we can add Google 360 or Webtrends, etc.

▶︎ Wait! We need email!▶︎ We can add EXM natively, and/or we can integrate with EXM, Pardot, etc.

▶︎ Wait! We need to manage digital assets!▶︎ We have the Media Library out of the box, and we can integrate with

Digizuite, ADAM, etc.

▶︎ Wait! We need social media integration!▶︎ We have Social Connected natively, and we can add Komfo, Hootsuite, etc.

▶︎ Wait! We must have indexing!▶︎ We have Lucene out of the box, and we can add Solr.

▶︎ Wait! We need search!▶︎ We have nothing out of the box!

Should I invest in search technology?


Content Indexing, Search and Relevance


Redefining Site Search

Understanding Search


Content Indexing supports Search, but is a separate concept.

Search goes beyond content indexing, Content indexing is required for the site to function; search promotes successful visitor outcomes.

Relevance and Insight are now completely independent concepts, powered by search, but can be applied outside of it.

Content Indexing

▶︎ The act of storing content into a separate index.

▶︎ Being able to retrieve content rapidly by code.

▶︎ Queries are Data-Oriented when looking for content.

▶︎ No concept of pages.

▶︎ Does not have any ability to rank on such things as link

frequency.

Sitecore implements content indexing “out of the box”, using Lucene by default, with configurable support for Solr in scaled enterprise environments.


Search

▶︎ Focused on “Free Text Search”.

▶︎ Ranking based on semantics, frequency, popularity, etc.

▶︎ Usually for “End Users”, not Big Data visualization or BI.

▶︎ Can also be used to “drive” content.

Sitecore does not implement free-text page search “out of the box”


Building a home grown search solution requires significant time

and effort. Most of the time, it yields a poor user experience due

to the lack of any sophisticated ranking.


Search Technology Maturity


None

No search box.

Code uses indexes for navigation and lists, requires development.

Basic Search

Search box posts through to a search result page.

No ranking or rudimentary ranking.

No context or engagement.

Advanced Search

Predictive type-ahead.

Search results are well ranked.

Marketers boost selected results.

Results are faceted and personalized.

Interactions are tracked.

Curated Components

In addition to searching content, search technology drives content.

Marketers set the rules for how to surface content; search technology finds the content at runtime.

Experiences continually improve as content grows.

Intelligent Components

Machine learning drives experiences.

Visitors quickly find paths to relevant content.

Calls-to-action are relevant, compelling.

Quality of content relevance grows as visitors interact with the site, without the need for constant analysis and tweaking.

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Stop curating the content.

Start curating the rules driving the content


Content Curated Search Components


Going Beyond the Search Page

▶︎ Related Content

▶︎ Intelligent Recommendations

▶︎ Navigation Helpers

▶︎ …

19 ©2017Coveo SolutionsInc - ProprietaryandConfidential

Negative economic Impact

Positive business impact & ROI

CRMM™ stages

0

1

2

3

4

5

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LAGGARDS RESPONSIVErelevance is personal

PROACTIVErelevance is contextual

PREDICTIVErelevance is predictable

LEADERS

Siloedsearch

Federated searches

Secured unified ranking

Content navigation

Tunable relevance

Contextual relevance

Contextualsuggestions

Self learning predictiverecommendations

Coveo Relevance Maturity Model™

Buying a tool is not a Marketing Activity.

Marketing and Content teams need to own the Experience and

Site Search is a huge part of it.

Stop curating content for each pages, focus on Search Rules to

drive this content.


Tracking and Taking Action


Learning from Site Search


Event with the most advanced search tool, the Content Team will decide what is the:

▶︎ Relevant Content

▶︎ Interrelated Content

▶︎ Content to be prioritized

▶︎ Experience to present to the user

▶︎ Most valuable outcome of the visit

You cannot take these decision without the proper data.

Site Search Analytics

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▶︎ Design and UX decisions are often taken early in the project

▶︎ Most organizations will stay stuck in the “curation” phase

▶︎ Search design is still driven by IT and web agencies, not by internal marketing teams

▶︎ The “as long as it is searchable” strategy is still widely used

▶︎ Search Analytics are often ignored


Personal Findings

Learning Steps


Capturing visitors’ actions

Ensure that the metric you need are captured on your search-driven components

Understanding the data

Ensure that your goals are reached

Taking action

Keep your search-driven experience in line with your

digital strategy

What to Capture?


Search Queries

What my users are looking for?

Result Clicks

What are my popular product, blogs, articles?

What more?

The Concept of JourneysClicking on a result is just a step in the visit of the user

Using sessions allows you to keep track of that same user

The goal is for you to chose, it could be:

▶︎ A sales

▶︎ A subscription to a channel

▶︎ A deflected support case

▶︎ …


The journey ends when the user has accomplished something valuable, or when he/she gives up along the way.

Your Search solution should give you the tools to track all the outcomes.

Visualizing the Data


Identifying Low Hanging Fruit


Focus on the ROI


What about the long term?Site search mastery is a marathon, not a sprint

This process is a repeating loop, where each iteration will help the search to get in line with your digital strategy.

Having a dedicated analyst is the key to success.


Analyzing the data Leveraging the DataCapturing the data

Only 15% of companies have resources dedicated

to search optimization…*

*Econsultancy –Site Search Report 2010


AnalyzeSearch Activities

OptimizeResults for Future Users

LearnWhat drives value


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• Site Search is not to be ignored.

• Search and Content Indexing are interrelated, but not similar.

• As long as you don’t track your search experience, you do not know if you are relevant.

• Machine Learning for Site Search is not a luxury, it’s a must.


Key Takeaways

Review of UX best practiceswww.coveo.com/en/resources/ebooks-white-papers/best-practices-for-site-search


Read our Blogs!Coveo Technical Hints and Tipshttp://source.coveo.com/2016/12/07/applying-site-search-best-practices-using-sitecore/

Content Indexing vs Site Searchhttp://andyuzick.arke.com/2016/06/content-indexing-vs-site-search.html


Questions?

▶ BREAK – 2:45 PM – 3:15 PM

▶ Connecting a Global Dealer Network with Intelligent Search

Jasmin Boudreau, BRP | Olympic Room

▶ DIY: Learn to Build Your Own Push Connector

Ben Carroll, Coveo | Civic Room

▶ Demystifying Coveo Machine Learning

Richard Tessier, Coveo | Concordia Room

UP NEXT | 2:45 PM – 4:00 PM



Thank You

Simon LangevinProduct Manager | Coveo

Sitecore MVP 2017

[email protected]

linkedin.com/in/simonlouellet

@SilaouO

Andy UzickSitecore Practice Director | ARKE

Sitecore MVP 2007-2017

[email protected]

linkedin.com/in/andyuzick

@AndyUzick

© 2017 Coveo Solutions Inc -Proprietary and Confidential · 2019-12-04 · Coveo for Sitecore...

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Transcript of © 2017 Coveo Solutions Inc -Proprietary and Confidential · 2019-12-04 · Coveo for Sitecore...