Customer Experience Analytics Formula Blog

Search Optimization Through Deeper Insight on Customer Engagement

Posted by Steven Perry on Sep 1, 2017 4:37:27 PM
Introduction

A great deal of time is often spent in developing content for websites and web pages, and effective content should quickly engage prospective customers and encourage their further interaction on your site. But, do you really understand if your customers find what they are searching for on your site? Do you know if the content you are offering is keeping them actively engaged on your pages?

 

Analysis Overview

While basic search metrics for click rates, CTA performance, multi-search, etc., can certainly give you a glimpse into customer engagement on your site, taking the metrics a step further with advanced search events and customized reporting can provide you with deeper insight into how engaged your customers are with your content and if they find what they are searching for on your site.

 

Analysis Benefits

  • Gain a deeper understanding of customer engagement on your web pages to help determine if your page content is effective and engaging for customers.
  • Provide insight that can assist you with optimizing search and improving content on your pages to increase customer experiences.

Search Optimization Graphic.png
Analysis Formula

This customer experience analytics (CXA) formula will outline how to create an advanced event to capture how long customers stay on a product page after a search or click through, and then build a customized report by search term and downstream user engagement to better understand if you are providing the right content to keep your customers actively engaged on your pages.

1) As you want to understand how long a customer stays on a page after they have clicked on an item after a search result or how long they stay on a page after they have clicked through to the page, you will need to create an advanced event. The advanced event should record the time customers spend on a product page after they have performed a search or click through.

For this example, we will illustrate an advanced event that fires ONLY IF the amount of time the customer spend on the product page is LESS THAN 20 seconds, as the purpose of this event is to fire when customers are not staying on the page that they clicked through to.

The advanced event should be structured in the following way to fire IF the noted conditions are met:

  1. //Search Results Page UNLOAD event exists in session
    //we need this to calculate the time spent on the page
    ($F.getEventCount("E_SEARCH_RESULTS_PAGE_LOAD_COPY_1488312064185") > 0
  2. //Search Results Page LOAD event exists in session
    //we need this as well to calculate the time spent on the page
    && $F.getEventCount("E_SEARCH_RESULTS_PAGE_LOAD_1488311781932") > 0
  3. //Last Referrer URL includes /search/
    //checks that this page was referred to by a search page
    && $S["SSV_1111"].toUpperCase().indexOf("/SEARCH/") >= 0 
  4. //Last Referrer URL includes ?terms=
    //checks that the referring search page contains a search term
    && $S["SSV_1111"].toUpperCase().indexOf("?TERMS=") >= 0
  5. //checks if the number of seconds from page LOAD to page UNLOAD is less than 20
    && ($F.getLastEventNumericValue("E_SEARCH_RESULTS_PAGE_LOAD_COPY_1488312064185") - $F.getLastEventNumericValue("E_SEARCH_RESULTS_PAGE_LOAD_1488311781932")) < 20)

IF all of the above conditions are met, the event will fire and record the time spent (i.e., less than 20 seconds) on the product page.

2) Next, build a customized report that will allow you to better understand the relation of search term and the amount of time (i.e. time under 20 seconds, in this example) that customers spend on your product page after they have searched or after they have clicked through.

In order to appropriately build and segment the report, you should do the following:

  1. As the underlying event that captures the search term is “Event Value Terms,” create a dimension out of this event called   “QueryString Value.”
  2. Then, place the dimension “QueryString Value” in the dimension group “QuerySearch.” By adding this dimension group to the advanced event, you are then able to segment the report by search term

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Topics: Customer Experience Analytics Formula, Search Optimization

About this blog

The CXA Formula Blog is designed to provide formulas or recipes in using IBM Watson Customer Experience Analytics and Tealeaf CX on Cloud. This includes formulas in digital analysis, customer experience analytics, journey analytics, and Universal Behavior Exchange. These formulas are designed to provide you insight and best practices in customer analytics.

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