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Boost Your Sites Conversion Rate With Site Search

One measurement of website success tends to get overlooked a lot in favor of other, bigger numbers like traffic and bounce rate. That measurement is conversion rate, what percentage of visitors to your website convert into a lead. One of the biggest factors when it comes to optimizing your site for higher conversion rates is usability, if users can’t successfully navigate your site how do you expect to get leads out of them?

One way to easily boost your sites usability is to add site search. In a study done by Branded3.com 27 websites were evaluated for conversion data and it was found that “users were more than twice as likely to convert if they used a site search.” Their numbers put the average conversion rate for sites without site search at 2.41% and the sites with site search had a 5.45% conversion rate. Definitely an impressive difference, so there you go site search is apparently very important.

Obviously just throwing site search anywhere on your site isn’t going to get you more conversions, we are talking about usability here after all. Make sure that your site search is at the very top of the page and is featured prominently. Another thing you might want to make sure of is that it works properly. As part of the study Branded3 found that a user is 2.5 times as likely to leave your site if their search turns up nothing. A good way to mitigate loss if a user does happen to find the “no results found” page, is to offer them something else on that page like special offers or top products.

Make sure you also setup site search tracking with your google analytics. Data on what your visitors are searching for can be extremely useful. Especially data on what people are searching for that turns up no results, that way you know where you need to grow your site and add more content.

Original article about site search posted on Wikimotive's blog under the title Using Site Search To Boost Your Sites Coversion Rate.


EDITOR'S NOTE:
Based on Tim's guidance, ADM has licensed a Google Site Search Application

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Tags: Optimization, Search, Site, Website, Wikimotive

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Comment by Ralph Paglia on August 24, 2012 at 4:15pm

Tim, I find myself using the new Google ADM Site Search a lot already because it is faster to get to what I am looking for than some of the navigation pathways I have used in the past.

Comment by Timothy Martell on August 24, 2012 at 3:22pm

I'll find out about the date info and get back to you.

Comment by Timothy Martell on August 24, 2012 at 3:16pm

LOL. I had to circle back around. I am so thrilled you put this in. I have used the site search probably 20 times in the last 2 hours to help me find stuff on ADM. It's great! No more round about finding a blog someone wrote to navigate to their blog stream and look through to find the one I'm actually looking for. AWESOME!

Comment by Ralph Paglia on August 24, 2012 at 11:07am

Tim, when I just used the Google Site Search for "Tim Martell" there were 4,110 pages listed within ADM... That got a chuckle out of me!

Comment by Ralph Paglia on August 24, 2012 at 11:04am

Tim, I was thinking the same thing when I upgraded from the free version to the paid search application... Any insight you could provide about how to get the date and interpret it would be appreciated.

Comment by Timothy Martell on August 24, 2012 at 11:01am

Also, thanks for the congratulations. As I type this (one handed) I have baby Clover in my other hand. It sure is wonderful to be a dad again!

Comment by Timothy Martell on August 24, 2012 at 11:00am

Ralph, that is awesome! With a site that gets a ton of traffic like this, I'd be real interested if you did a follow up for this and disclose your own findings if any significant data comes as a result of adding this tool to your site!

Comment by Ralph Paglia on August 22, 2012 at 12:50pm

Tim, congratulations on the birth of your new baby yesterday! If you take a look in the upper left hand corner of the ADM Showroom page, you will see that I took your wise guidance in this article seriously, paid Google $100 for their licensed version and installed Google ADM Professional Community Site Search.. Take it for a spin!

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