When visitors land on your web pages, it can often be difficult to determine what they are there for and if they actually found what they were seeking.  The fact is the average e-commerce site conversion rate is less than 3%.  Why were the remaining 97% of visitors there?  Is the information they were searching for on your website? Finding out the keywords visitors use to get to your site is helpful, though users are known to be vague on search engines.  There is one source that often gets overlooked while searching for insight into why users land on your site.  This is your website’s search data – the typically more precise search terms they use on your website after arrival. If you do not have a site specific search box on your website, you will lose visitors because they automatically use search boxes, whether on a search engine or a site.  People don’t want to waste time looking around for information.  Instead they would like it delivered to them – and what easier way than the site’s search box? The terms people key into your search box can help you assess what customers are searching for on your site.  The majority of search analytics vendors now offer collection of site search data, making it available in a report. Ensure this feature is turned on for your site.  This data can help with all types of website optimization through an internet marketing agency, from information architecture, to content development, and linking structure.  This will make your site more customer oriented and ultimately improve conversion and profitability.

Tags: content development, conversion, information architecture, internet marketing agency, linking structure, search, search analytics, search engine, SEO, site search data, website optimization

This entry was posted on Wednesday, October 5th, 2011 at 4:05 am and is filed under SEO.