Does your site search drive your sales?How to turn your search engine into a sales engine

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This is the best photo I could find

John TomlinsonDirector of Communications@JohnRTomlinson

ColbensonConversion through search & social media@Colbenson

How do you define conversion?

How customers find stuff

How customers find stuff

How customers find stuff

Findability

The ability of users to identify an appropriate Web site and navigate the pages of the site to discover and retrieve relevant information resources

(Peter Morville, 2005)

The measure for how easily your customers can make the right connections to your data

(Colbenson)

How can we measure findability?

Findability analytics

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 search

2. 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)

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

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

How customers find stuff

What gets in the way?

Avoiding obstacles

Start with the customer

Start with the customer

Focus on opportunities

Join stuff up

Join stuff up

Join stuff up

Don’t leave a dead end

Don’t leave a dead end

Use AutoComplete

Use AutoComplete

Use AutoComplete

Don’t stop

Summary

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