Your internal search is a window into what your visitors are looking for. When else are they going to literally write down precisely what they want?
Few pieces of real estate are more valuable for determining the wishes of your visitors. By extension, few pieces of real estate are more valuable for optimising how you get them the information they want.
With Webtrekk, you can turn your internal search function into a rich source of data. Determine what your visitors are looking for. Determine how satisfied they are with the results. Determine if certain search results lead to higher conversion than others.
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Check your internal search phrases and analyse different metrics – exit rate, visit length and more.
You can dissect your internal searches every which way. One simple analysis is the quantity of internal search phrases: How many times did each search phrase get entered?
That alone gives you valuable information about your visitors. But don’t stop there. You can also determine what percentage of your internal search total each phrase accounted for. This, even more than raw total, tells you what your visitors expect to find – but what they can’t always find – when they are on your site.
It is also important to know what people think of your search results, and there are metrics for analysing that as well. You can, for example, measure the exit rate for each individual search. This gives you a good idea of how satisfied people are with what they find in the search results: If everyone exits after search for a particular term, then chances are they aren’t finding what they’re looking for.
Visit duration is another good metric for gauging your search results, especially when coupled with exit rate. A short average duration coupled with a high exit rate is a sign that things could probably be improved, while a low exit rate and longer duration signals that your internal search is indeed driving traffic to other areas of the website.