Have you ever had the experience of using a search engine, like Google, clicked on a search result page, and then couldn’t figure out where what you were searching for was on the page or on the site?
Our research has shown that this very reason – not being able to find what they’re searching for when they come to a website – is one of the top reason both consumers and business users abandon a search result (and your site), never to return.
I’ve also had this experience in the past. And I’m sure you have too. The typical page that people land on creates cognitive dissonance (confusion), and if a person can’t find what they’re looking for quickly and easily, they give up and try another search result. It’s a zero-sum game (you lose, someone else wins).
A great example is that if you search in Google for Car Stereos, you will likely see the Crutchfield site toward the top of the search results (both natural and paid CPC advertising results). But then, you have to hunt and peck around the site’s navigation to figure out where the information about Car Stereos is located. Their site isn’t so bad, but it still isn’t personalized to your search results.
A Better Way – Dynamic Search Engine Personalization
The answer to increasing the conversion rate from your website (defined as how many people who visit your site fill out a form, pick up the phone to call you or use another contact method), can be personalizing your website based on keywords from their search engine query.
1. Click on this link to search in Google for the term, Personalized URL. This is a search term that we appear at the top of Google, and is for one of the services we offer for helping people enhance their direct mail campaigns.
Here’s an example of how the system works. Click Here to search for the term, Personalized URL, in Google, and then click on the Customer Paradigm link.
3. When you come back to the Customer Paradigm site, you’ll see a large flash banner at the top of the page that reads:
It’s rare in business today that someone can talk to a real person about a product or service. Many companies "hide" their contact information because it "costs" money to have people answer the phone. We’ve found, however, that giving people an easy way to contact us (or for us to contact them — a lower-involvement, lower-committment activity) makes it more likely they will choose us vs. another company that doesn’t make it possible. Just last week I received a phone call from one of the largest advertising agencies in the world, asking about our Personalized URL service and software. She was very impressed by the site and how easy it was to reach someone.
Please note that this is just a very basic example of how the site can be personalized based on their search engine query. We have created web-based software that we can install on most websites that can read the inbound queries, and display custom messages in flash or HTML.
We have used this system to create rules that say that if someone is visiting the site from a search query (for example, Personalized URLs), then we can display a site that mostly focuses on Personalized URLs, including the navigation and content on the site. This isn’t something that will trick Google into better indexing your site — Google and the other search engines don’t crawl and index your site the way a human does (one search result at a time). This is mostly designed to make the human experience as relevant and easy as possible.
Do you know how many people click through to your site from a search engine, but ‘bounce’ back to the Google search page because they couldn’t find the answer to what they were looking for? While you’ll never be able to help 100% of the people that visit your site with the answer to their question, our dynamic search engine personalization system may help you convert more visitors to your site.