collect and analyze information on how your visitors use site search: what are their search inputs, what they find, and what they do not find. Analytical reports can give you useful insights for business development.
First of all, you will see what interests users most of all, i.e., what they search most frequently. Second, you can make use of the zero results page.
Let's say you sell kids' toys. One day you open your site search analytics and see that customers have been searching for a brand new trending toy that is not yet available in your store. This is a perfect opportunity to add this product to the catalog and enjoy an additional profit.
If you want to find out other ideas on how you can benefit from analytics, check out a detailed article
on this topic in our blog.