The search function on a website can be an incredibly powerful way to deliver effective user experiences and solve complex business challenges. No matter the industry, organizations can use the power of search to surface related content, help customers and other audiences find desired content quickly, and empower internal marketing teams to produce more relevant content.
Over the past twenty years of my career, I’ve used my technical background to identify how technology can solve business challenges for large enterprise organizations. Today, as Velir’s Partner Alliance Manager, this experience drives my quest to expand our capabilities through strategic partnerships with technology providers and other agencies in the space.
In this role, I’ve had the pleasure of working closely with Coveo to better understand their products and identify how we can integrate them into the web solutions we build for our clients. I also work with Velir’s teams to ensure that they are fully trained and certified on Coveo, so that they can implement its functionality in our projects.
Together, we’ve collaborated with several high profile not-for-profit organizations and healthcare companies to help them tap into the power of Coveo and deliver personalized online experiences for their audiences. This blog sums up the key lessons learned from several successful projects conducted with Coveo.
AI-Powered Search: A Gamechanger for Enhancing a Website’s Effectiveness
Velir is a digital agency that specializes in designing and implementing enterprise websites that house massive amounts of content. In our experience, ensuring that a website is intuitive to use and that visitors can find what they’re looking for as quickly as possible is of paramount importance. And while this might sound simple or like common sense, making it a reality can be quite a challenge. This is where we’ve seen the power of Coveo and effective AI-powered search come into play.
As an enterprise, AI-powered relevance platform, Coveo has evolved to become the go-to technology that companies can use to solve the challenges of engaging audiences and delivering better customer experiences online. We’ve been implementing Coveo for our clients since 2011 and have done exactly this across many of our engagements.
Through our partnership with Coveo, we’ve been inspired by the community and all the opportunities to interact, learn, and share valuable lessons with them at related events and conferences. Coveo Impact is one such event where customers, partners, and industry leaders convene to discuss how search is driving real business outcomes.
We’re a Gold sponsor of this year’s conference, taking place in San Francisco from May 22nd – 24th, and we’ll be speaking and exhibiting at the event. During my talk, I’ll be sharing insights from several Coveo solutions that we’ve implemented for our clients.
Velir’s Talk at Impact 2019 – Coveo: A Love Story
Title: Coveo – A Love Story
Date: Thursday, May 23rd, 2019
Time: 3:00pm – 3:45pm
Purpose-Built Search: Transforming a Health System’s Site to be Patient-Centric
Using Coveo, we built a user-centered, search-first journey for Main Line Health (MLH), a large health system in the Philadelphia area. We focused on incorporating a relevant search experience throughout the site, rather than limiting the search function to a search results page or the home page.
We did this by utilizing several key approaches including an omni-box search, type-ahead results categorized by different content types and audience needs, and creating search listings by category (events, doctors, etc.). This resulted in MLH’s site visitors being continuously exposed to related content and able to find their desired content far more quickly.
The solution successfully eliminated noise from the site and shortened the user journey by providing the next best action. By transforming the user experience for its patients and other audiences in this way, MLH was able to drastically improve conversions across key KPIs.
Optimizing Content Strategy Through Search: Helping an Association Fill Gaps in its Content
We also work heavily in the association space and recognize that these organizations are increasingly challenged to prove the value of their membership, products, and services. Associations face tremendous competition from the vast amount of free resources online, and the ever-growing popularity of social media and online affinity groups. This challenge presents itself at various points throughout the buyer’s journey from member acquisition and renewals to overarching revenue-generating activities.
Associations that add value for their members by delivering industry best practices and specialized knowledge that only they can generate, thrive even in the age of free online content and connections. This is where Coveo’s analytics reports are a game changer.
Using Coveo, we were able to help the Association of periOperative Registered Nurses (AORN) identify gaps in their content through unfulfilled searches on their site. This was the first step in empowering them to better understand their members and thereby, optimize their content strategy. They were able create more relevant content that satisfied the needs of their members and helped with long-term retention.
By tapping into the power of Coveo, we’re able to partner with our clients to provide user experiences that delight their customers, members, patients, students, and other audiences. I’ll be wrapping my talk up with key takeaways from these implementations that you can apply to enhance your own website’s search experience.
- Use Coveo’s search analytics to improve the content pipeline. Coveo can help with closing content gaps by studying inbound search terms. This adds tremendous value for website visitors, which can result in increased loyalty and ultimately, revenue.
- Take advantage of the entire ecosystem of technologies involved in building a website. When metadata from a third-party system is pulled into the CMS that powers a website, Coveo can then use this data to serve more relevant results to target audiences. This creates a far more personalized user experience resulting in better engagement and conversions.
- Aim to surface visitors’ desired content before they get to the search page. Using insights from Coveo’s search to personalize results, it’s possible to help shorten the user journey and get site visitors to the answers they desire faster.
Join Our Talk and Connect With Us at #CoveoImpact 2019
If you’re intrigued by the ideas I’ve shared above, make sure to sit in on my talk at Coveo Impact on Thursday, May 23 at 3 p.m. I’ll be diving into these examples and the takeaways in more detail and can answer any questions you might have about using Coveo to solve your business challenges. I look forward to seeing you there!