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Are you ignoring your website’s best customers?

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.

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Mike Moran

Mike Moran is an expert in internet marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, a leading digital media marketing consultancy based in New York City. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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  1. […] shows that website visitors who search are between 43% and 600% (!) more likely to purchase than those who don’t. That makes sense. They’re motivated enough to actively seek the […]

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