We all know the obvious benefit site search brings to the table: it can help users find what they are looking for quickly. But what about the unexpected benefits? Read on for 12 ways to use your site search data that you may not have thought of yet.
1. Edit your navigation
One of the most impactful choices you can make with your site search analytics is making data-driven edits to your navigation. When you see common search terms or pages, consider the reason why: are these pages too difficult to find? Consider adding those pages into your top-level navigation to improve your user experience and increase conversions.
2. Or simplify your navigation
In 2019, we’re now officially in a space where traffic is divided evenly among desktop and mobile devices. So how can you design navigation that is equally appealing to both types of users? Try simplifying your navigation and increasing the focus on your search bar. Search allows any user to find what they’re looking for quickly and is especially appealing for mobile users.
3. Change your search box design
If you’re going to simplify your navigation, your search box may need a new look. If you’re seeing that a large portion of your conversions stem from traffic that uses your site search, consider moving your search box to a more prominent location.
4. Prioritize your content
When you want to improve your entire website, it can be difficult to decide where to start. Site search analytics can help you with that. Use your most common searches (and ineffective searches) to determine the type of content that is most interesting to your users. Then focus your efforts on that content first.
5. Change your wording
You want to speak the same language as your customers. But you may not realize you’re driving them away with verbiage they don’t relate to. Check your site search analytics for potential word discrepancies – do you say “commencement” while your audience says “graduation”? Consider matching your language to your users’ choices.
6. Add in valuable keywords
Are your customers searching for a topic you don’t discuss at all? Now you know, so here’s your chance to talk about it. Parse a list of your common search subjects and find ways to organically discuss them on your website.
7. Add in valuable conversions
Once your users have arrived on the right page, make sure they can take an appropriate action. If you are seeing high interest in search terms such as “office hours”, a good first step is adding your office hours to a prominent page. But you can also take the opportunity to add a CTA encouraging users to call the store or submit a “Contact Us” form.
8. Brainstorm a new product or service
Here’s one you may not have thought of yet – why not use your site search to drive your product choices? If users are continually searching for a service you don’t currently provide, use that interest to drive your future business decisions.
9. Refine buyer personas
You make some educated guesses about who your customers are. You can draft up buyer personas based on industry standards and research. But think how relevant your customer profiles would be if you based them on your site search data. What are your customers looking for? Which words do they use? And what are their content priorities?
10. Focus your sales strategy
Like your buyer personas, your sales strategy can be refined based on site search analytics. Use site search data to determine what messages and products potential customers would be the most interested in.
11. Change your customer engagement strategy
Your site search data can also help guide you towards what messages your current customers may be most interested in. If you draw connections between Google Analytics and site search analytics, you can figure out what content your repeat customers are the most interested in. Use that insight to guide the topics you discuss with your customers.
12. Create seasonal content
One of the strengths of site search analytics is the ability to discern what your customers are interested in seasonally. Once you have a list of topics that become popular every season, you can plan out what content you want to create to address them.
Interested in a site search platform that lets you do more? See Cludo in action!