Wednesday, 11 August 2010

Improve site search to improve website conversions and ROI

By Jon Paget
My last post discussed how to make the most of your product pages and effectively communicate what it is your business has to offer. This is of course of vital importance.

However, visitors to the site need to reach your product pages for this to even enter into the equation. There are a number of ways to achieve this, one of which is a site search. Site search is important for speeding up the visitor's journey through the site.

I've found an article that I want to share with you which I feel makes some great suggestions for how to improve a site's search facility.

The link for the article is below but here are the three considerations I'd like to highlight:

  1. Make all of your site's content searchable. There's nothing that will frustrate a visitor more than if they can't find what they're looking for. Buying criteria can vary enormously from wanting to learn more about the company and seeing previous work to delivery and after sales service. All of this and more should be included.

  2. Use of good quality images - this is surely a no-brainer. If you haven't already read it, take a look at Successful selling online.

  3. Use of video. A company featured in the article (below) gathered statistics that showed visitors who watched video were 85% more likely to buy. Wow! That raises the obvious question. How do we get more people to watch video? Making videos available through the site search is a great (and obvious) first step...

So, those are my three key points but the full article is well worth a read:

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