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体育平台app Web Design  /  体育平台app  /  Eight great tips for internal site search optimization

买球世界杯平台

30-second summary:

  • An under- optimize d UX can sometimes limit the user’s journey by creating roadblock s  to conversions.
  • Internal site search is one of the hidden gems every 体育平台app   should know  about. 
  • Not only does it improve UX and conversions  but   literally shows us what’s missing in our co ntent strategy and product  range .
  • CRO Expert Marco Bonomo reveals the top eight  tips on internal site search optimization.

Making content easy to access and discovering content gaps are one of the greatest challenges in 体育平台app . Aside from that, an under- optimize d UX can sometimes limit the users journey by creating roadblock s  to conversions. Thankfully, Internal site search can be used to  reveal  these gaps, and help in making the most of  the   existing traffic. Here are the top eight tips   to take advantage of:  

1. Make internal site search part of your optimization  routine  

On ce  you’ve set up the internal site search functionality and mastered the  internal site search basics it’s time to make  site search  part of your  optimization  routine.  Important metrics such as  exit rates, search refinements, or the “zero-result” search queries are particularly relevant in adding an extra layer of information to your audits and reports and help you in making more data-driven recommendations.   [1]

2 . Dive into   users’ behavior using  the   Google  Analytics  segments  

Google Analytics segments come in handy when  you ’re looking to  filter   a portion of  the traffic by a specific behavior, for example  by  selecting  “Organic  Only”  visitors What is less   kno w n  though, is that Google  updated the default segment “Performed Site Search” from  “sessions” to “users”  not long ago . Even if this might seem like a small change,  it  means that you might look at users with several sessions and purchases in their history, but  who  are still looped in this segment because of the way it is measured.  

To  mitigate  this issue, you can copy the “Performed Site Search” segment and make it more targeted in two simple steps. The first  one  would be switching from  “users” to “sessions”, while the second one (optional) consists in adding a “Bounces = 0” condition to  exclude  users that are less relevant for your site search analysis. For more info about the implementation, I recommend having a read at this piece from  Loop54 . [2]

Sessions performed site search Google Analytics custom segment

3 . Analyze the internal  site search flow in Google Analytics    

Another report I recommend  dive into is the  Audience’s  “Users Flow”. This particular report allows you to analyze the  user’s behavior like never before   and  reveal  further   gaps in your UX and internal linking. To access the report, click on Audience > Users Flow and add your site’s custom search path (for example “/?s”) in to the pop-up window from the node you are interested in querying, as per the screenshot below.  

Internal site search flow in Google Analytics

As a  result, you should be able to see the specific path the visitors made after triggering the   on- site search (see example below).  For more information about the setup, I recommend having a look at th is  post from  Bounteous   [3]

Internal site search flow screenshot example

4 . Use Google Tag Manager to unveil zero -result search queries  

Looking at search terms is a great way to have a n understanding  of what users are looking for, but what about the internal search queries that produced no results  at all ? Luckily, there’s a quick fix for this  as creating a  custom  Google Tag Manager  tag and an event on  Analytics enables you to track these queries and identify even more gaps in your content or product ranges To have this implemented (Analytics does not come with “zero-result” reports out of the box),  have  a read  of  the guide ‘ How to implement the zero-result google analytics track ’ by Dmitri Ilin. [4]

Zero result search queries with analytics and tag manager

5 . Implement a smart site search  solution   

Using   t hird-party software can   enhance internal site search like never before.  Especially for  ecommerce  websites, navigating through thousands of products can  now  be done  in a  more efficient  way by  simply  implementing features that  help   improv e  the conversion  rate.   Features like auto-suggest  or  providing  query  results   for  different categories  ( see  screenshot below)   are now  a must-have  for  ecommerce  brands,  as they  aid in maximizing the site search revenue.  

Smart site search solution ecommerce example

6 . Add a voice search functionality to your internal site search  

Especially if you’re working in a B2C niche, it’s definitely worth considering adding a voice search  feature to your internal site search. Considering that  m obile and  t ablet are  now already generating over 50% of your traffic,  it makes sense to make site search even more  accessible  by adding a feature that can only grow over time.      [5]

Voice search feature for internal site search ecommerce

7 . Consider  disabling the   Google  search box  

Even though  disabling  the  Google  search box might sound   like a bizarre idea , I recommend considering  this   i n particular cases.  For example, big  ecommerce  like Amazon  might want  to leverage the homepage to display personali z ed deals. Doing so,  Amazon encourages  users  to  purchase  items they  didn’t  even  think about, but that was made  irresistible  by  a clever combination of search history and flash discount s .   To  have a look at  this, simply follow the  Google site links search box  guidelines  and test it for a short period of time to see if this solution  w orks  for your  ecommerce  too.  

Google sitelinks search box Amazon example

8 . Use Google  Data Studio for  internal  site search   reporting  

In order to  make  sure that an  on- site search  is part of  your  optimization routine, I also advise you to create  a dedicated  Google Data Studio  dashboard  for your weekly  or  mon Internal site search reporting with Google data studio thly reporting.  The key metrics I suggest to  display  are the top search terms,  search exits, search refinements, revenue , with   the ability to filter by  country and dates.    

Wrapping up  

Internal site search is one of the hidden gems every 体育平台app   should know  about. It not only represents another way to improve UX and conversions  but   literally shows us what’s missing in our co ntent strategy and product  range .   So  why not start using these practical tips ,  and make the most of this  underrated  tool  today ?  

Marco Bonomo is an 体育平台app  & CRO Expert at MediaCom London. He can be found on Twitter  .

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References

  1. ^ internal site search basics (www.searchenginewatch.com)
  2. ^ Loop54 (www.loop54.com)
  3. ^ Bounteous (www.bounteous.com)
  4. ^ How to implement the zero-result google analytics track (dmitriilin.com)
  5. ^ voice search (www.searchenginewatch.com)

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