When it comes to improving , marketers and managers are often their own worst enemy. For a large with thousands of visitors, even the most miniscule improvement in the number of conversions has an impact on revenue. Analyzing the data coming in from the , blog, marketing automation and CRM systems has become a science.
So why aren’t more digital marketers using their ‘s to move the needle?
We’ve assembled 15 tactics that marketers and administrators can implement to improve to see a higher conversion rate.
The Big Picture
- Let go of outdated beliefs about site search. It’s time to start paying attention to your . Econsultancy found that due to the higher level of intent, users convert at a rate of five to six times higher than their counterparts not using a . If you’re not paying attention to , like most marketing and web teams, you’re certainly missing out.
- Understand the role search plays in your user experience. Where does your land in terms of traffic? Does the frequent path of users include a specific ? The analytics engine on your can help you answer this to see if your users are using the at all, and at what stage of their process. After this, try to find out what type of visitors are seeking to provide more .
- Use the language of your customers rather than your own. Every company has their own internal jargon they use for what they’re doing and often their own view of how life-changing their products are. A on your won’t know your buzzwords. Spend some time talking to a sample of customers and find out how they view your products and services. Then position your message accordingly, such as with processing.
- Let users organize results. Filters and facets make it easier for a web to narrow down what they need. Don’t provide too many; it can quickly get overwhelming. should not outnumber the list of results. Consider facets by (, , customer portal, etc.), or by product line as a start.
- Place your search box where a user can find it. Make your at least 25 characters wide and put it in an obvious spot on the page. You can also A/B test the placement to see users prefer one over the other, which you can tell through an uptick in usage.
- Make your search result pages visually interesting. It’s a shame when beautifully designed websites lead to a bland, text-only . Invest just as much time in making your pages visual by including small previews and images.
- Don’t forget mobile. Your needs to be optimized for mobile, and so do your results pages. It’s important to go beyond just having a functional for mobile users: make changes that correspond with having a small screen space, such as limiting the number of facets or the character count of result descriptions.
More Search Functionality
- Search the actual content, not just metadata. If someone searched blog.coveo.com for “ experience best practices,” just searching metadata like a may not put this on the first page for results. There’s some valuable in here for that ! This is why it’s not just metadata that needs to be indexed by your .
- Help your users with suggestions. Users don’t know what they don’t know. Thanks to external engines, they are comfortable with – and even anticipate- a with suggestions.
- Experiment with language around the Testing small language changes can make a big difference in usage and conversion rates. Try swapping terms like ‘Go,’ ‘Find,’ or using a magnifying glass icon to see what your audience prefers. .
- Don’t let users get to a “dead end” of no results. “No results” is a clear invitation to go over to an external ; i.e., your competitor. Avoid losing your users by finding other ways to engage them, like providing to a “contact us” email address, FAQ page, or the customer service line.
- Capitalize on users’ context to narrow and boost results. Context matters. If your visitor is mobile, how they came to your , the previous pages they looked at – all of this needs to feed into the the visitor’s returns.
- Create a roadmap for how your site search experience will evolve with your is a fast-paced world, just as customers’ expectations are constantly evolving. Don’t let your roadmap live in a silo separate from your management. Strategize how your capabilities can continually enhance the experience. .
- Leverage search activity in your content strategy. Your queries are your visitors telling you directly what they’re interested in from your site. Looking at the queries that return no results or results with low click-through rates is a great place to start building your strategy and also feeds your .
- Track, track, track. Just like your , increasing the conversion rate from is an ongoing process. Make it a habit to track the impact of every change on the total number of conversions.
We’re Here to Help
By bringing the above 15 tactics together, you can improve your site search and watch conversion rates increase. And you don’t need to go about it all on your own – we’re here to help:
Ready to start optimizing your site search? Learn more about how Coveo delivers relevant search experiences in commerce.