Increase conversions drastically with improved site search

What is Conversion Rates?

Conversion Rates are the percentage of prospective customers who take a specific action you want. For example, the following are specific conversion rates that an organization can track:

  • The percentage of website visitors who fill an enquiry form, call the organisation, chat using the live chat interface or purchase something online.
  • The percentage of visitors who go to the next level of getting the proposal.
  • The percentage of proposals that the organisation wins.
  • The percentage of repeated clients.

    and so on….

The major factor that affects the conversion rate is the website search. The average revenue that is generated by an organisation from site search is significantly higher than the visitors performing site searches on the website .

But the sad part of it is that around 15% of the organization have dedicated resources to optimizing the site search experience, while the rest include it in the wider range of responsibilities where internal search probably isn’t at the top of the priority list and most of them neglecting it all together.

Each Organisation has to take it to that point that, the site search is a key place where the potential clients are telling you exactly the thing they’re looking for & the words they use to describe it, when they’re on your site.

Listed below are few key areas to be concentrated on the site search option in a website.

1. Position the search bar in users visibility: Place the search bar in a position that is prominently visible in the website. Also make sure that the search bar is available in all pages of the website in the header position. The search bar should be atleast 30 character long and attractive ( any visitor to the website should notice the search bar first)

2. Interesting Search Result page: Most of the website developers do not take care of the search result page. They will have a beautiful designed website but the search result page will not be attractive and will have only a list of test message without an appealing look. Put your design creativity in the search result page also to give a visual appealing page to the users.

3. Let users organise their search result: Filters, sorting and different views(list & Grid) makes it easier for visitors to get what they want. Provide various filter option and sorting details so that the visitors will be able to narrow down the search result to obtain the most appropriate result.

4. Be responsive: The search result page should be responsive ie viewable in all standard smart phones and tablets. It’s important to go beyond just having pages that are functional for mobile users, but also make changes that correspond with having a small screen space, such as limiting the number of facets and character count of results descriptions.

5. Provide search option for visitors: Some of the users may not exactly know what they want. So in such case its advisable to provide auto populate option that will list all possible suggestion for the text the visitor has provided. These anticipated text will help the user to search the website appropriately.

6. Do not show “NO RESULT” or “SEARCH PROVIDE 0 RESULT”: “No results” or any phrase with the similar intention is a clear invitation for the visitor to go over another external search engine, and your competitor. So do not loose a potential client instead find any other ways to engage the potential client by redirecting them to your portfolio, contact page, service provided page etc which help them to be retained in your website.

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