We’ve all been there. You try to buy an item or find some information on a site and you bomb. Searching for something and not finding it leaves you frustrated and annoyed. And sometimes the experience is so negative, you may decide to not visit that site again.
Now picture yourself working as a member of a digital optimization team. Search is one of the most visited areas of your site and you are responsible for optimizing it. Your main goal is to ensure that visitors can quickly and easily find the information they need. You also want to deliver a great overall experience. To make sure visitors don’t associate a negative experience with your product or service, it’s important to A/B test all aspects of your on-site search.
Interestingly enough, on-site search is one of the areas often overlooked by optimizers. There is tremendous value in ensuring visitors can use your search feature to quickly and easily accomplish their goals. Teams may recognize the need but not prioritize it as highly on their A/B testing roadmap. A/B testing all aspects of search should be high on the list and can deliver significant benefits.
What are some A/B test ideas that have been successful for some of our other customers? In upcoming posts we’ll look at ways to help you A/B test everything from images and algorithms to layout and relevance. Different teams have different goals when it comes to optimization so we’ll cover specific A/B tests by area of responsibility. Whether you are a marketer, a product manager, an IT resource, or any combination of the above, you can find an A/B test idea to incorporate into your optimization roadmap. If you work with other teams to meet your optimization goals, be sure collaborate and prioritize which A/B tests to run when.
A better search experience equals better business results. We can help you get there. Stay tuned.
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