Why Most Businesses Fail at On-Site Search—And How You Can Nail It
A high-quality search experience is paramount to meet the high expectations of today’s digital experiences.
In the words of Paul Nashawaty of Hawksearch, “If they can’t find it, they can’t buy it.” As obvious as that might sound, too many companies are placing their site search to the bottom of their priority list.
Amazon has trained us to use search as our primary discovery technology. In fact, just under 50% of all product searches start on Amazon, according to a recent report from eMarketer, followed by Google at 34%. A great search experience has never been more important for B2B and B2C companies.
Modern end users expect three basic elements to meet their growing demands.
- Personalized content—Having the capability to recognize your end user and dynamically display content they are interested in. This does not have to be hyper-personalization, rather segmented—or persona-based—personalization.
- Self-service journey—Users want to learn and interact with your site first by discovering, researching, and comparing without communicating with company representatives. Typically, your customers will know as much as your sales reps before they ever make contact.
- Transactional—Focusing on accomplishing goals, which does include financial transaction, is critical to your overall customer success and loyalty. End users who feel as though they are able to quickly accomplish what they set out to do, will hold your experience in high regard.
Site search provides your end users the ability to quickly find what they are looking for quickly, making it easier for them to accomplish their tasks. Applying a “site search lens” to the modern customer’s expectation will offer a glimpse into the experience they most desire.
Join Paul and me as we uncover “Why Most Companies Fail at On-Site Search – And How You Can Nail It” in our upcoming webinar on Aug. 27.
