[Video] How to use Google Analytics new "Site Search" function
One of the more exciting new features in Google Analytics is the ability to see exactly what your visitors are searching for, after they land on your site.
Why is Site Search information so vital?
It's a gold mine of "problem statements"!
Think about it, a visitor lands on your website and uses your searchbox,
Everything they type into that box is something they can't easily find on your website.
This creates an opportunity for you to test new navigation layouts and options to get your visitors to the products/pages they are looking to sooner. The better this connection, the more likely you are to keep visitors on your site and make the sale.
Every word they search for is in their "natural language"
Lets say you use the term "cat tracker" on your product pages referring to a product that allows the customer to keep track of their pet remotely. You did your keyword research and their's demand for this keyword in Google. Great! Job complete right?
Not at all! Explore your Google Analytic Site Search results and uncover different terms your visitors are using to reference the same product, but aren't finding it.
In my experience working with a client, we discovered that customers we're using their internal search engine to search for things like "cat locator, cat locater, cat pendant, etc" and not finding the "cat tracker" page as these keywords weren't on it.
With a few quick changes, we were able to make it easier for their existing visitors to find the product they want, and at the same time opened the doors to additional search engine traffic due to the new keyword terms.
Problems = Opportunities
One of my favorite strategies is to read message forums and newsgroups of a particular niche industry and look for a large group of people complaining about something.
Sounds strange I know, but when people are complaining about a service, product or the fact they can't find a product, this translates into an opportunity to supply that market with a solution. Instant business opportunity.
You can use your site search results to research the same concept. If your visitors keep searching for "Paris Hilton Doggie Necklace" and you don't offer that product in your store... source it and sell it! It's a no brainer.
Here's a video from Google's Conversion University about Google Analytics Site Search:
Why is Site Search information so vital?
It's a gold mine of "problem statements"!
Think about it, a visitor lands on your website and uses your searchbox,
Everything they type into that box is something they can't easily find on your website.
This creates an opportunity for you to test new navigation layouts and options to get your visitors to the products/pages they are looking to sooner. The better this connection, the more likely you are to keep visitors on your site and make the sale.
Every word they search for is in their "natural language"
Lets say you use the term "cat tracker" on your product pages referring to a product that allows the customer to keep track of their pet remotely. You did your keyword research and their's demand for this keyword in Google. Great! Job complete right?
Not at all! Explore your Google Analytic Site Search results and uncover different terms your visitors are using to reference the same product, but aren't finding it.
In my experience working with a client, we discovered that customers we're using their internal search engine to search for things like "cat locator, cat locater, cat pendant, etc" and not finding the "cat tracker" page as these keywords weren't on it.
With a few quick changes, we were able to make it easier for their existing visitors to find the product they want, and at the same time opened the doors to additional search engine traffic due to the new keyword terms.
Problems = Opportunities
One of my favorite strategies is to read message forums and newsgroups of a particular niche industry and look for a large group of people complaining about something.
Sounds strange I know, but when people are complaining about a service, product or the fact they can't find a product, this translates into an opportunity to supply that market with a solution. Instant business opportunity.
You can use your site search results to research the same concept. If your visitors keep searching for "Paris Hilton Doggie Necklace" and you don't offer that product in your store... source it and sell it! It's a no brainer.
Here's a video from Google's Conversion University about Google Analytics Site Search:
posted by George at
1:12 PM
0 Comments:
Post a Comment
<< Home