Site search arms marketers with data

Marketers can benefit tremendously from installing an internal site search function. With the right analytic tool, internal site search can provide a wealth of information about who visits your site and how they navigate around it.

Site search data can provide insight into customer desires, intent, and behavior. While a customer might tell a different story if asked for feedback in a focus group or online survey, for example, site search data can reveal exactly which pages they looked for and found, which searches intrigued them to continue reading as well as those that prompted them to leave the site. This will contribute to the conversation when analyzing conversion rate performance across content and site sections.