...giant Google (google.com) transcend household name recognition to achieve verb status as in, "I googled it today." So, search technology is ubiquitous across the Internet, yet specific uses for search such as merchandising and behavior analysis reveal nuances of the technology that can benefit consumers and businesses in myriad ways.

Consumers shopping online or browsing Web sites for information are conditioned to look to the top of the page for search bar. Web sites that provide their search tools in a standardized and easily accessible location are meeting the minimum requirements for e-commerce, yet those that maximize their search opportunity--as detailed in the Aberdeen Group's (ab erdeen.com) recent benchmark report Web Site Search: Revenue in the Results--are realizing higher customer satisfaction and returns. Sixty-one percent of visitors using search have a conversion of 5 percent or more from browsers to sales. While conversion rates can vary widely among companies, all have search as a common denominator affecting the online user experience.

The Web Site Search benchmark report stems from a survey Aberdeen conducted in...

NOTE: All illustrations and photos have been removed from this article.



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