How Search Data Compliments Conversion Optimization


Search has been widely accepted as a customer self-service strategy. Your potential customers all begin from the same starting point (results that match terms), then they need to wade through and choose the route (faceted search) to locate the best result for them. This is an issue because not every potential customer is exactly the same and not every possible customer has the same affinity for a particular search phrase. Keep in mind, these are prospective customers you can lose at any stage. You’ve spent a lot to get them to your site—the next step is to get them to convert to a sale.

The majority of research technologies have exacerbated this problem by producing technology which demands a search administrator to induce advancement—heavy administration interfaces, inducing reports that are actionable, and relevancy are predicated on an individual size-fits-all transaction version. You’re already using segmentation and real-time data to target your clients in advertising and email—you should be able to perform the exact same in search. Search should be personal, ever adapting, and easy to manage and quantify for purposeful conversion outcomes.

Personal Search

Site search terms, which are topical in nature, led to faceting to help improve user affinity preferences. You’ve invested heavily to understand user attributes like geography, brand preference, and buying power. You should use it to provide more relevant search results per user. For example, if I am traveling to New York City on business versus traveling with my loved ones, there’s an absolute difference in the hotel preferences I will have. I should not find the same results when searching on the internet, particularly when I’ve already entered the amount in my party and if they are adults or kids. The system should use this information, even for new users to the website, to drive a better search conversion rate.

Smart and Automated Administration

If you chance to be among the few businesses that can afford the luxury of a fulltime search specialist, lucky you, you are in the minority. A modern, personal search solution ought to be a smart partner to your search owner. The system should automatically be based on smart algorithms, and be able to ID synonyms, commonly misspelled words and regional dialect. It should have the ability to earn these changes in real time and provide such (machine learnings) to every possible client that has a need to interact with your search. The machine ought to be conversion oriented not click-through oriented. It should offer clear and technical reports to your administrator to enhance the conversion rate.

If you’re fighting research and looking to increase conversion rates, focus on the customer experience—and always concentrate on search.