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5 Effective strategies for A/B testing search

What do you really know about your customer’s experience in site search? If you’re getting ready to migrate from one search engine to another, how do you know that the new engine will be better? These are tough questions to answer, but there are methods and measurements that can ensure you’re not trapping your customers in the new search engine.

Most companies don’t measure site search well. They rely upon out of the box measurements that measure activity instead of outcomes. Nowhere is this problem more acute than when you move from one search engine to another.

  • How do you exceed customer expectations if you don’t have an effective baseline?
  • How do you know you’ve done the migration well if you don’t measure the gap before and after?
  • How do you ensure improvements in content and algorithms are effective?

A/B testing of the search engines is the answer.

In this free 30-minute Biznology® webinar, you’ll learn how to measure site search effectively. You’ll also find out how to apply those measurements when migrating from one search engine to another ,so that you can minimize the interruption in your customer’s experience and improve goal achievement.

Steve Zakur is a global technology executive who has spent the past decade solving complex business problems and growing technology businesses. Today, he focuses on improving customer journeys that go through site search and applying machine learning to improve marketing conversion rates through SoloSegment.

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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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