Website consultants often analyze onsite/internal search engine results data to discover what visitors are searching for on a site and how the results page could be improved to generate additional leads and sales.
For example, one client we recently worked with that is using Google Analytics to capture search data revealed the following website search data.
Note: the key statistics have been italicized.
- 4.9% of their total site visitors encountered a “no results” page after searching.
- Only 80 out of 2,645 unique searches that produced a result, had more than 6 searches for the month; meaning their was a long-tail-keyword search pattern.
- Only 50 out of 1,165 unique searches that returned zero results, the consumer bothered to use the onsite/internal search feature a second time.
- A majority of the 1,165 unique keyword searches that returned zero results were on model numbers: 041543, 10341a, 2246d, 2290b, e.t.c.
When we reviewed the 1,165 unique keyword searches that produced 0 results it was discovered that more than half were product or manufacturer related (712) and the client had a very similar product/model in almost half of these instances (311).
Hence, we were able to add a rule to the search engine to display a similar product the client carried whenever these 311 product models were searched on the website.
Not surprisingly, this change had a positive affect on all key-performance-indicators (KPIs) (including “soft conversions” such as contact us form submissions, pdf downloads, phone calls to the sales department, etc) and ultimately resulted in more than $17,000 in additional sales the first full month the onsite/internal search engine was updated!