How to Measure Search Effectiveness
In my view, the effectiveness of any application is measured in profit that it brings the store owner. Let’s take a site search for example. Econsultancy site research shows that the conversion among the visitors who used a site search is two times higher than among those who browsed through the products catalog. It’s good for store owners, and it sets them a goal—to create a convenient search in the shop to turn visitors into buyers.
Today, I’ll tell you how it is easy to evaluate the search effectiveness in your store with the help of Google Analytics (GA). GA believes that the search inside the store is an extremely important factor: it provides special “Site Search” reports to analyze the site search traffic.
Here is what you can analyze via GA:
Monitor how often visitors use search on your website (Google Analytics divides visitors into the Visits Without Site Search and Visits With Site Search groups).
Measure search conversion and compare it with product catalog.
Evaluate the revenue and the average order value in the search.
Analyze customers’ behavior who use site search.
- And the main thing—understand if you need to invest in the search development, and how soon you will return your inv estments.
3 Steps to Set Up GA for Search Analytics
1. Turn on Enhanced Ecommerce in the Shopify admin panelGo to the Online Stores tab → Preferences and find Google Analytics item. Add your GA code if you still haven’t activated analytics.
2. Turn on Enhanced Ecommerce in the GA admin panelVisit Admin page → View tab → Ecommerce set-up. Next, turn on Enable Enhanced Ecommerce.
3. Turn on Site Search Tracking in the GA panelOn the previous step, we activated visitor tracking for Ecommerce. Now, go to the Admin page → View → View Settings. Find and turn on Site Search Tracking on the bottom of the page. In the Query Parameter field, enter the letter “q” that means an internal query parameter in the site searсh. Other search apps could have different query parameters, and you can enter up to five parameters, separated by commas. Read How to identify search query parameters below.
Great! Now, GA tracks internal search traffic in your store!
Evaluation of Results
To view GA reports, open Behaviour tab → Usage. You’ll see the standard analytics reports based on visits. They are not so interesting for the evaluation of the financial efficiency of the search. So, go to the Ecommerce tab and choose to create charts by Revenue option as it shown on the screenshot.
Now you can get the efficiency graph for your search:
You have two segments of customers: Visits Without Site Search and Visits With Site Search. Compare clients by the following parameters:
Standard measure of how many visitors use search or view catalog.
Shows revenue of each segment. GA tracks your customers purchases, and how they made them: through the catalog or through the search. All customers purchases are added up together, which shows the profitability of each segment.
It shows how many purchases were made by customers from different segments. GA monitors whether the purchase took place or not, and from what page the user came to the product page.
- Avg. Order Value
It’s calculated by dividing Revenue by Transactions.
- Ecommerce Conversion Rate
It shows how many clients have made payments. It is calculated by dividing the number of customers in the Sessions column by the number of transactions.
- Per session value
Average revenue per visitor. The fewer visitors at a high check per buyer—the higher the parameter.
It’s clear from our table that the majority of our customers viewed products through the catalog and made more purchases there. However, the customers that bought goods through the search brought more profit, and conversion of these customers was 39% instead of 17%.
Counting the total profit from all the customers who have purchased through the search, you can see the effectiveness of the internal search in your store!
We’ll be happy to know the results of your measurements. Join our private community on Facebook Shopify Growth Tips, and share your results!