4+ Hours of Video Training
Website search is the most overlooked way to improve your website customer experience, help them progress to a sale, and increase your revenue. If you think of yourself as more creative than analytical, you can still master marketing analytics.
All websites of any size have a search box in the upper right corner, but some are little more than random web page generators. Although eCommerce sites have generally improved their search because of the great site search provided by Amazon.com, most other websites struggle with providing an effective search experience for their visitors, relegating site search to the IT team rather than to marketers who obsess over every other aspect of the website experience.
Tuning Site Search LiveLessons will help you, the marketer, to make site search your secret weapon to improve customer experience by providing customers with answers to their questions. Remember, if they cant find it, they cant buy it. But that also means that if they cant find the answers to their sales objections, they wont contact your salesperson to buy. It also means that if your company is recommended to a new prospective customer, they wont call you if your website doesnt answer their questions. Website search is the only personalized page on most websites, and most marketers bemoan any ability to make the experience better. Take this course and unlock the secret of answering your customer questions to unlock more sales.
Lesson 1: The Importance of Site Search
1.1 Who uses site search?
1.2 Why is site search important to our business goals?
1.3 What results can we get from improving site search?
1.4 How do I persuade management to work on this problem?
Lesson 2: Why Site Search Is Broken
2.1 Why is site search so hard to get right?
2.2 Why cant we just change our search engine?
2.3 What are some examples of site search that works?
Lesson 3: How Site Search Works
3.1 How do search indexes work?
3.2 How do pages get into search indexes?
3.3 How do search engines decide which results to show?
Lesson 4: Measuring Success
4.1 How do I know when searchers find what they are looking for?
4.2 Why doesnt my web analytics system do this?
4.3 What do I do with these measurements?
Lesson 5: Fixing the Most Popular Searches
5.1 How do I identify the right keywords?
5.2 What content changes do I need to make?
5.3 What other changes can I make?
Lesson 6: Fixing the Low-Popularity Searches
6.1 Why is fixing low-popularity searches important?
6.2 What techniques exist?
6.3 How do we know that its working?
Lesson 7: Whats Next?
7.1 Whats coming next in site search?
7.2 Whats next for you and site search?