Have you ever wondered just what your customers are thinking?
It’s time to stop wondering and start acting: you already have the perfect tool for finding out installed on your site.
It’s commonly called the site search box, but we prefer to call it the insight search box, and here are three things it could be revealing to you.
1. Find out what your customers would like you to provide
People are strange – which is to say that they rarely behave in exactly the way we think they should.
Your search box shows you exactly what customers expect you to provide: just review what they search for.
Their searches can provide an easy way to start addressing gaps in your stock or service by allowing you to listen to what your customers actually want, rather than just provide what you think they want.
2. Discover how your customers actually search for things
You may find that your bestselling Vans clothing range does not show up for a search for skatewear. Not necessarily a problem, of course, unless you discover that many people are using this phrase in their searches for Vans.
Now think about this: if Vans are not returned by your site on a search for skatewear what chance do they have of appearing on a search for Google that uses the same phrase?
Now that is really useful to know! It is an incredibly actionable insight into a potentially costly oversight.
3. Detect ways to improve the experience your visitors have on your site
When do we resort to a site search?
There are two main occasions.
• The first is when we know exactly what we want to find but don’t want to waste time navigating our way to it.
• The second is when we simply can’t find what we want using the site navigation.
Both of these scenarios can be incredibly useful to act on.
If you suddenly see a rush of searches for the same thing, why not place a prominent link to it from high traffic pages on your website?
Similarly, if you are seeing frequent searches for things like ‘delivery times’, ‘contact’ or ‘my account’, then this indicates that these are either not clearly signposted or, more likely, are not signposted in the places your customers expect to see them.
There is a lot of delicious low-hanging fruit waiting to be plucked from the data your site search contains.
It can be as useful a tool for you as it is for your visitors.
Regularly reviewing your searches will do at least three very important things for you. It will:
• Unearth missed opportunities
• Reveal simple ways to ensure your customers find what they want
• Help you deliver a better experience for your site visitors
If you have Google Analytics installed on your site it is simple to set up to have the data from your site search fed through to it.
So, what are you waiting for: let’s turn that site search into a search for insight.
Take a look here for some step-by-steps or give us a call to include search functionality on your website or link your data to your Analytics.
And for further information on site search functionality, see the Tatvic site search article here.Get in touch!