Let's be honest, people aren't in awe of the web anymore. When most people visit your site, they are there for a purpose or to complete a task. And either you are with ‘em or against ‘em.
Are you going to help them find what they are looking for quickly and easily, or not? Most marketers and content managers don't know if their web site search is frustrating their users or helping them find what they are seeking.
No one comes to your site just to test the search. Someone using your search function is looking to do something, or get information that they think exists on your site, but they cannot intuitively find in your navigation. According to a Jupiter Research Report:
- 33% of customers look first to site search instead of navigation, and
- 50% will turn to site search if the navigation and qualification schemes do not help them find what they are looking for.
Bottom line: Having a site search that works well is important in helping up to 50% of your users complete their online task(s).
Below, there are 3 steps that will help you:
- Retrieve the keywords users enter on your site
- Determine your current site search effectiveness
- Fix your site search if the results that come up aren't what you expected
Step 1: Identify Users' Search Terms
What keywords are users typing in on your site to complete their task?
It is quite insightful to see what your web site users are searching for on your site. While you may assume certain areas of your site are "no-brainers" and easily located, many of your web site visitors may not share in your sentiment.
Uncovering the sections of your site that users have difficulty finding can help you in the decision making process when it comes to site labeling, and usability.
Using either your site search tool or a web analytics tool, find the keywords that your web site visitors type into your search box. This may require a little prying of your IT staff, but the headache will be worth it, and if done correctly is a one-time request.
A recommendation: Analysis of your local keyword searches is best performed in a web analytics program because you can analyze user behavior after the search. (For example: How many users submit a lead, view a product, buy an item, e-mail customer support, etc., after search?)
