Where do visitors look for your website?
Many visitors use your website’s search engine to find information. Analysis of onsite searches can reveal what it is your customers are looking for. And this can help you establish what it is they want from your website and organization.

Source of information

Search data can form a valuable starting point for website optimization. For instance, if the analysis indicates that many search queries contain the words “address” or “telephone number,” this may mean that your contact information should be made more visible. Or if there is a sudden increase in the number of search queries for a certain product name or service, this may indicate a shift in interest. This allows you to respond with adjustments to the content. This information can also play a role in your offline communications. The most important key to how to optimize your website may be found in search queries that do not produce any results.

Visitors may enter the search term “book” without finding any results, while “reserve” does produce relevant results. Every website has such examples and they frequently offer a clear indication of how the website may be optimized further.

What to expect?
First, will be research your visitors’ search behavior.

• What search criteria do visitors use?
• Where on the website do visitors first enter their search criteria?
• How many search queries do visitors enter per session?
• How often do visitors refine their search queries?
• What do visitors do on the search results page? Visit, convert, leave website!
• Which search criteria do not produce any results?

The answers to these questions will help you understand:

• The relationship between search queries and groups of visitors
• The relationship between search queries and the time of the day and/or the day of the week
• Synonyms under which products or services should be able to be found
• The relationship between the order of the search results and conversion
• Search errors
• Weak points in the information structure and content

Results
Based on this information, you will be able to optimize all kinds of processes surrounding or in your online channel. Onsite search analyses can result in:

• A higher conversion rate
• Relevant content, both online and offline
• A better onsite search engine
• Keywords for search engine marketing

Is this service for you?
If you’re looking for answers to any of the following questions, this may be an important opportunity for your organization:

• What return are our visitors achieving from onsite searches?
• What return is our organization achieving from onsite searches?
• What can we learn about our customers and prospects through onsite search analyses?
• What can we do to improve online customer experience?
• How can we increase the return on the web channel?

If you are interested in these options, feel free to contact us for an appointment, without obligation.