The importance of site search

How important is internal site search to an e-commerce site? Rather than using "quite important" as the conventional wisdom answer, I thought I’d drill down a little to get some practical information. As usual, the example here is a Yahoo! Store using our implementation of Google Analytics, but the general information applies to other platforms and tools as well.

Lets see if we can ask some good questions and hopefully come up with some good answers.

Choose your Top Content report and filter the results so that you only see the URLs returned by the site search. In the case of the standard Yahoo! Store, you can type in "nsearch" in the Find URL field to find them.


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First impressions:

A lot of interesting information can be gleaned from this report. But we can do even better than that. It is even possible to see a report of the site search terms that resulted in zero results. In other words when a site search returns "Sorry no results found".


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What does this report tell us?

So, keep track of your site search analytics and in particular the zero results site search report. If you have a Yahoo! Store and would like to get information on how to set this up, drop me a note.