A better customer experience directly affects the success of your business: increasing sales, improving revenue, and ensuring high-value, repeat business. But did you know, the onsite search function – where customers search your site for terms, products, or services – plays a significant role in customer experience? Onsite search directly impacts customer engagement, conversion, loyalty, and revenue.
The fact that onsite search makes prospects 87% more likely to convert should be enough of a reason to be a priority for your site.
Additionally, site searchers are at least 43% more likely to buy than non-searchers. Ensuring that onsite search is accurate, helpful, and relevant allows you to capitalize on the people that are already highly engaged with your website.
There are three main ways that your business can improve onsite search, eliminate irrelevant results, and improve the accuracy and utility of onsite search.
3 Methods to Improve Onsite Search
Optimize Your Content
Optimizing web pages and content to improve search engine results is probably a familiar strategy. You can optimize the content on your website similarly. Look at page titles, page descriptions, metatags, previews, and interlinking to ensure key terms are addressed (both primary keywords and long-tail keywords) to improve accurate matches between search terms and results. Even better? Changes made here may improve SEO as well.
Don’t Forget Analytics
A great onsite search experience is vital, but a dashboard is also necessary. Businesses need the ability to measure results and get a hands-on view of search success and failure to identify opportunities to improve results further. The right analytics tools can help provide the data necessary to make these assessments and gauge the success of optimizations, additions, and improvements.
Focus on the Customer
When reviewing keywords, put yourself in the searcher’s shoes. A single search term may match more than one result – and some results may be more relevant to answering the question being asked through onsite search. The more you can identify what a site visitor is looking for, instead of how you think about your offerings internally, the more refined you can make your search results. Refer back to your analytics to see which terms they use most often, and consider refining your onsite search to match frequent searches with the most relevant results.
Learn More About Onsite Search at MarTech
In our presentation, we’ll share more of our insights into the value of onsite search and how your business can avoid common search failures and get started on the journey to improving onsite search.
Improve Onsite Search with SoloSegment
SoloSegment provides search and website engagement solutions for B2B companies that connect customers with content that converts. SoloSegment’s solutions use proprietary data to automatically improve your customer experience with easily deployable technology that provides quick time to value. Use data to keep prospects on your site and make their journeys successful.
SoloSegment GuideBox and SoloSegment SearchBox use anonymous website data to determine what customers need before they know they need it.
Learn more at SoloSegment.com.
The post Onsite search enhancements for better customer engagement appeared first on Search Engine Land.
Source: IAB