How to Measure Search Effectiveness



Hi there,

My name is Oleg. I’m a Product Manager of the site search service called Smart Search & Instant Search. My job is to make our application effective for Shopify store owners.

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 panel
Go to the Online Stores tab → Preferences and find Google Analytics item. Add your GA code if you still haven’t activated analytics. Searchanise demo ~ Online Store Preferences ~ Shopify 2017-03-03 14-33-54
2. Turn on Enhanced Ecommerce in the GA admin panel
Visit Admin pageView tab → Ecommerce set-up. Next, turn on Enable Enhanced Ecommerce. Выделение_404
3. Turn on Site Search Tracking in the GA panel
On the previous step, we activated visitor tracking for Ecommerce. Now, go to the Admin pageViewView Settings. Выделение_405 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. Выделение_406

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. Выделение_398

Now you can get the efficiency graph for your search: Выделение_401

You have two segments of customers: Visits Without Site Search and Visits With Site Search. Compare clients by the following parameters:

  • Sessions

    Standard measure of how many visitors use search or view catalog.

  • Revenue

    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.

  • Transactions

    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.

Выделение_402

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!

mail_preview Oleg Silakov
Product Manager at Smart Search & Instant Search
osilakov@searchanise.com