site search strategy for publishers - amazon partners 29/06/17
TRANSCRIPT
Site search strategyStephen Kenwright @stekenwright
Until we get better at informing customers than Google…
Here …or here?
…it will continue to screw us
inc.com/john-lincoln/why-googles-new-buy-button-is-a-direct-shot-at-amazon.html
30% of visitors will perform an onsite search
econsultancy.com/reports/site-search-report
Searchers generate more revenue than non-searchers
econsultancy.com/reports/site-search-report
2.41%
5.45%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
Non-site search users Site search users
Average conversion rateNon site search users vs. site search users
84% of companies don’t optimiseor even measure site search
econsultancy.com/reports/site-search-report
Turn on site search analytics
Click
Turn on site search analyticsClick
Turn on site search analytics
Make sure this is checked
Find your report
Visitors whose search returns 0 resultsare 2.5x more likely to leave
econsultancy.com/reports/site-search-report
Create variables in Tag Manager
What text is displayed for 0 result searches?
Variable #1 looks for CSS Selector called “#search-results”
Variable #2 codifies all pages with results as “Results”
Variable #3 scrapes the searched keyword
Create a tag to fire the event on Search Results pages
…and get this back
A successful April Fool’s for ThinkGeek…
nytimes.com/2009/11/29/magazine/29fob-consumed-t.html
…led to a successful product
thinkgeek.com/product/bb2e
Questions to askTechnology
Which product/platform/tool powers it?
Was it implemented in house or externally?
Whose job is it?
Is there a functional spec/search user journey document available?
Is there another site with a search experience you think is good?
Questions to askResponse
Are there known use cases where search results are poor?
Are the results returned (particularly first page) highly relevant to your query?
What happens when you add more complexity to a query?
How fast are results returned?
Is relevance/speed consistent?
Questions to askFunctions
Is there an autosuggest/autocomplete feature?
Can it cope with typos?
Can you sort the results?
Are queries for dates/numbers/special characters supported?
Is the number of results shown correct/useful?
Garbage in, garbage out –Poor/duplicate meta data ruins internal search
(and costs organic traffic)
Optimising your site search= optimising for voice search
