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Old 29th July 2010, 07:17 AM   #1

Join Date: Jun 2004
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Default Shoppers Are Twice As Likely To Use The Site Search Box ...

... vs the content on the landing page!

I was reading this research report from Comscore which has some interesting data regarding purchasing habits and behavior. In particular, the importance of site search is mentioned -

Shoppers are twice as likely to use the site search box to find additional product category, brand or model information as to browse the initial landing page (see Figure 8).
Do you have a search function on your site, and if so how are you using it to improve your marketing efforts? Based on this research of ecommerce sites, visitors are 2x more likely to use it vs the landing page content.

Is site search important to you and your website? Please share how so.

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Old 30th July 2010, 02:52 PM   #2
David Jackson
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Thanks for posting the link to the article, Chris. I found it very interesting, and pretty much in line with the results of my own research.

Now to answer you question, yes, I use a search function on my site. I use it primarily for two reasons.

1. To help my visitors find what they're looking for easier.

2. To track the behavior of my visitors, so I can see what they're searching for on my site.

Let me explain. If I see my visitors gravitating toward a particular type of information, I make it a point to add more of that type of information to my site. In other words, I'm giving my readers exactly what they want.

Knowing my visitors trends is important to me. Not only does it give me ideas for future articles, it allows me to focus on what my visitors actually want right now. This is great for enhancing my marketing bottom line!

David Jackson

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Last edited by David Jackson; 30th July 2010 at 02:58 PM.
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Old 30th July 2010, 03:30 PM   #3
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What a great idea. One of those duh - why didn't I think of that?

I have now installed the Search Meter Plugin on my Wordpress sites. (If you enable details on the setting page you can see which pages the searches were done from).

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Thanks Logan. Really appreciate your time.

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Old 30th July 2010, 06:04 PM   #4
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Google Analytics can be configured very easily to track site search as well. That way you can easily tie revenue to On Site searches if you're tracking e-commerce in GA.

Also might let you know what your customers are looking for more specifically than the search engine keyword data.

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