Online Marketing Gets a Boost From Better Site Searches
photo credit: stoneysteiner
Online marketing professionals should take note of recent guidance on how to optimise a business’s on-site search and navigation to drive up sales and increase customer satisfaction – pointing out that there are various ways that retailers can improve this.
Fact-Finder head of UK operations Mathias Duda said that improved search and navigation on websites “can drive sales through personalised merchandising, increase a user’s experience of a brand and help retailers get a better understanding of their customers and how they behave on their website” – adding that too many retailers neglect site optimisation as part of their online marketing strategy.
One major improvement that can be made is changing the search function so that it understands misspellings and synonyms – up to 40 per cent of queries are spelt differently to actual product names, so this would clearly increase sales.
A general point also worth considering is that improved knowledge of what customers are seeking on a site will in turn improve online marketing by improving the efficiency of AdWords and SEO choices.
