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How to Get More Value From Your On-Site Search Data

February 9, 2012
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When we work on search engine optimization (SEO) or pay per click (PPC) campaigns, be it keyword research to user experience to identifying missing content, it seems that we can never get enough data no matter how many tools we use. At the same time, I've noticed that not many companies were using on-site search as a data resource. On-site search data are very much underrated, in my opinion. This data gives you the actual user data on your site instead of general data that are oftentimes standardized or averaged....

 

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Your site search function is a critical component to how visitors experience your site. Site search has become the preferred method of navigation for most website visitors to find the products or information they seek. But more importantly, it generates higher conversions when comparing the purchasing behaviors of visitors who use the search box to those who don’t.
 
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For niche online retailer Cruiser Customizing, a seller of motorcycle parts and accessories, an easily navigable site is critical to its success. Riders come to CruiserCustomizing.com to look for specific parts or accessories exclusive to their particular bike. Finding them quickly and easily enhances their likelihood to buy. For that reason, Cruiser Customizing has invested resources in upgrading its site search.
 

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