If you have a Volusion store, you’ve probably seen the log of internal searches that it keeps. Knowing what your visitors are searching for is useful, but there’s more information to be had by configuring your Google Analytics account to watch the internal site search too. Once you’ve set this up, you’ll be able to see not only what your visitors are searching for but what they do after they’ve searched.
I’ll explain a few uses for this information shortly, first lets get it set up:
From your Analytics home page, go to admin then click on the profile settings tab.
Scroll down and check the “Do track Site Search”, then in “Query Parameter” just type in “Search”
When you do this, Analytics will look at any search result URL and identify the search term, so if someone searched for “potato” the URL would look like this:
Analytics will find the “Search=” part and know that what follows is what the visitor searched for.
If you have search refinement enabled on your store, you can tick the “site search categories” box, type “brand” as the category parameter and you’ll get refined results by brand.
You’ll have to wait a while to start seeing results, but when you do here are some things to look for and some ways to use the information:
Searches with a high bounce rate
If you see that a certain search has a high bounce rate or a low conversion rate, ask yourself why. Perform the search yourself and see what the results look like. Are visitors looking for a product that you don’t sell? Could you sell it? Are they looking for a product you do sell but not finding it? Could you change the product listing so it appears for this search term?
High volume searches with a good conversion rate
If a particular term gets searched a lot and gets you sales, could you make the product or category more prominent and easy to find? Should you be bidding on this keyword in PPC and directing people to the result page?
Where are visitors searching from?
Analytics will tell you which page your visitors searched from, if people are searching for a particular thing from a category page, could you move the product to that category or make it appear more prominently if it’s already there but on page 2? If people are searching from a product page, could you cross sell the two products better?
No doubt you’ll find more ways to use this data, feel free to share any ideas in the comments.