What if I told you that there is an easy way for you to identify the customers most likely to buy from you? What if I told you that there are people who are anywhere from 43% to 600% more likely to convert on your site? Would you like to know the single behavior they exhibit on your website that helps you identify those people?
It’s simple. They search. No, not on Google. They search on your website.
Now, that might not make sense to you. Why is it that website searchers convert more than people who merely navigate your site?
Well, let’s think about it: if someone comes to your site, clicks around a bit, and doesn’t find what they are looking for, they will probably leave. But if they stick around to try searching your site, wouldn’t you expect those people to be more likely to convert? Those people really want to buy from you. They really think you have what they are looking for.
Unfortunately, many of you are ignoring website searchers—your best customers. 85% of companies have no one working on website search. Don’t let that happen to you.
What can you do instead?
- Focus on the most popular searches. Find out what your most popular search keywords are, and make sure the right page on your site shows up when you search for it.
- Configure your search engine. Your most popular searches are probably just 10% of all searches. To improve the rest, focus on making sure all your pages are indexed, that your search ranking algorithm is tuned properly, and that you have a good synonym dictionary.
- Watch your analytics. If you pay attention to eliminating searches that yield no results, attract no clicks, or end up with the searcher quickly returning to the search results page, suddenly more searchers will be finding what they are looking for.
Remember, if they can’t find it, they can’t buy it.