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1 © 2017 Coveo Solutions Inc - Proprietary and Confidential
2 © 2017 Coveo Solutions Inc - Proprietary and Confidential
Simon Langevin
Coveo for Sitecore Product Manager Sitecore MVP 2017
Andy Uzick
Sitecore Practice Director | ARKESitecore MVP 2007-2017
Site Search Design Best Practices
Coveo for Sitecore
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▶︎ Why Site Search▶︎ Or why should you even listen to what we have to say
▶︎ Redefining Site Search▶︎ Or making sure we understand the difference between site search and content indexing
▶︎ Learning from Site Search▶︎ Or learning how to use search tools properly
©2017CoveoSolutionsInc- ProprietaryandConfidential
Agenda
And why you need to do it right
4 ©2017CoveoSolutionsInc- ProprietaryandConfidential
Why Site Search
Google AdWords
5 ©2017CoveoSolutionsInc- ProprietaryandConfidential
Who is interested in buying shoes?
Someone searching for shoes.
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▶︎ Eighty percent of us online adults report that they generally know what they are looking for when they
search for products online.*
▶︎ 200% increase in conversion rate from shoppers who use internal site search. **
▶︎ Web search accounted for 38% of new sessions on most sites. **
©2017CoveoSolutionsInc- ProprietaryandConfidential
Some Interesting Statistics
*Forrester 2017**Demac Media 2016 Q3 eCommerce Benchmark Report
Search is Now a Normal Behavior
Everyone uses Search
They expect:
▶︎ Accessible Search
▶︎ Relevance
▶︎ Personalization
7 © 2017 Coveo Solutions Inc - Proprietary and Confidential
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“Only 13% of digital experience decision-makers we surveyed listed search as a top technology priority.”
“search on many corporate websites is an understaffed, IT-funded afterthought.”
©2017CoveoSolutionsInc- ProprietaryandConfidential
Current Situation
Google-ize YourSiteSearchExperience,Forrester,2015
Website Technologies
9 © 2017 Coveo Solutions Inc - Proprietary and Confidential
CMS:Sitecore
xDB
EXM
G360,Webtrends
PardotMediaLibrary
Digizuite,ADAM
SocialConnected
Komfo,Hootsuite
Lucene
Solr???
Search
DigitalAssets
Coveo,GSA
We start with Sitecore as our core platform.
▶︎ Wait! We need analytics!▶︎ We have xDB out of the box, and we can add Google 360 or Webtrends, etc.
▶︎ Wait! We need email!▶︎ We can add EXM natively, and/or we can integrate with EXM, Pardot, etc.
▶︎ Wait! We need to manage digital assets!▶︎ We have the Media Library out of the box, and we can integrate with
Digizuite, ADAM, etc.
▶︎ Wait! We need social media integration!▶︎ We have Social Connected natively, and we can add Komfo, Hootsuite, etc.
▶︎ Wait! We must have indexing!▶︎ We have Lucene out of the box, and we can add Solr.
▶︎ Wait! We need search!▶︎ We have nothing out of the box!
Should I invest in search technology?
10 © 2017 Coveo Solutions Inc - Proprietary and Confidential
Content Indexing, Search and Relevance
11 ©2017CoveoSolutionsInc- ProprietaryandConfidential
Redefining Site Search
Understanding Search
12 © 2017 Coveo Solutions Inc - Proprietary and Confidential
Content Indexing supports Search, but is a separate concept.
Search goes beyond content indexing, Content indexing is required for the site to function; search promotes successful visitor outcomes.
Relevance and Insight are now completely independent concepts, powered by search, but can be applied outside of it.
Content Indexing
▶︎ The act of storing content into a separate index.
▶︎ Being able to retrieve content rapidly by code.
▶︎ Queries are Data-Oriented when looking for content.
▶︎ No concept of pages.
▶︎ Does not have any ability to rank on such things as link
frequency.
Sitecore implements content indexing “out of the box”, using Lucene by default, with configurable support for Solr in scaled enterprise environments.
13 © 2017 Coveo Solutions Inc - Proprietary and Confidential
Search
▶︎ Focused on “Free Text Search”.
▶︎ Ranking based on semantics, frequency, popularity, etc.
▶︎ Usually for “End Users”, not Big Data visualization or BI.
▶︎ Can also be used to “drive” content.
Sitecore does not implement free-text page search “out of the box”
14 © 2017 Coveo Solutions Inc - Proprietary and Confidential
Building a home grown search solution requires significant time
and effort. Most of the time, it yields a poor user experience due
to the lack of any sophisticated ranking.
15 ©2017CoveoSolutionsInc- ProprietaryandConfidential
Search Technology Maturity
16 © 2017 Coveo Solutions Inc - Proprietary and Confidential
None
No search box.
Code uses indexes for navigation and lists, requires development.
Basic Search
Search box posts through to a search result page.
No ranking or rudimentary ranking.
No context or engagement.
Advanced Search
Predictive type-ahead.
Search results are well ranked.
Marketers boost selected results.
Results are faceted and personalized.
Interactions are tracked.
Curated Components
In addition to searching content, search technology drives content.
Marketers set the rules for how to surface content; search technology finds the content at runtime.
Experiences continually improve as content grows.
Intelligent Components
Machine learning drives experiences.
Visitors quickly find paths to relevant content.
Calls-to-action are relevant, compelling.
Quality of content relevance grows as visitors interact with the site, without the need for constant analysis and tweaking.
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Stop curating the content.
Start curating the rules driving the content
©2017CoveoSolutionsInc- ProprietaryandConfidential
Content Curated Search Components
18 © 2017 Coveo Solutions Inc - Proprietary and Confidential
Going Beyond the Search Page
▶︎ Related Content
▶︎ Intelligent Recommendations
▶︎ Navigation Helpers
▶︎ …
19 ©2017Coveo SolutionsInc - ProprietaryandConfidential
Negative economic Impact
Positive business impact & ROI
CRMM™ stages
0
1
2
3
4
5
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LAGGARDS RESPONSIVErelevance is personal
PROACTIVErelevance is contextual
PREDICTIVErelevance is predictable
LEADERS
Siloedsearch
Federated searches
Secured unified ranking
Content navigation
Tunable relevance
Contextual relevance
Contextualsuggestions
Self learning predictiverecommendations
Coveo Relevance Maturity Model™
Buying a tool is not a Marketing Activity.
Marketing and Content teams need to own the Experience and
Site Search is a huge part of it.
Stop curating content for each pages, focus on Search Rules to
drive this content.
20 © 2017 Coveo Solutions Inc - Proprietary and Confidential
Tracking and Taking Action
21 ©2017CoveoSolutionsInc- ProprietaryandConfidential
Learning from Site Search
22 ©2017CoveoSolutionsInc- ProprietaryandConfidential
Event with the most advanced search tool, the Content Team will decide what is the:
▶︎ Relevant Content
▶︎ Interrelated Content
▶︎ Content to be prioritized
▶︎ Experience to present to the user
▶︎ Most valuable outcome of the visit
You cannot take these decision without the proper data.
Site Search Analytics
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▶︎ Design and UX decisions are often taken early in the project
▶︎ Most organizations will stay stuck in the “curation” phase
▶︎ Search design is still driven by IT and web agencies, not by internal marketing teams
▶︎ The “as long as it is searchable” strategy is still widely used
▶︎ Search Analytics are often ignored
©2017CoveoSolutionsInc- ProprietaryandConfidential
Personal Findings
Learning Steps
24 © 2017 Coveo Solutions Inc - Proprietary and Confidential
Capturing visitors’ actions
Ensure that the metric you need are captured on your search-driven components
Understanding the data
Ensure that your goals are reached
Taking action
Keep your search-driven experience in line with your
digital strategy
What to Capture?
25 © 2017 Coveo Solutions Inc - Proprietary and Confidential
Search Queries
What my users are looking for?
Result Clicks
What are my popular product, blogs, articles?
What more?
The Concept of JourneysClicking on a result is just a step in the visit of the user
Using sessions allows you to keep track of that same user
The goal is for you to chose, it could be:
▶︎ A sales
▶︎ A subscription to a channel
▶︎ A deflected support case
▶︎ …
26 © 2017 Coveo Solutions Inc - Proprietary and Confidential
The journey ends when the user has accomplished something valuable, or when he/she gives up along the way.
Your Search solution should give you the tools to track all the outcomes.
Visualizing the Data
27 © 2017 Coveo Solutions Inc - Proprietary and Confidential
Identifying Low Hanging Fruit
28 © 2017 Coveo Solutions Inc - Proprietary and Confidential
Focus on the ROI
29 © 2017 Coveo Solutions Inc - Proprietary and Confidential
What about the long term?Site search mastery is a marathon, not a sprint
This process is a repeating loop, where each iteration will help the search to get in line with your digital strategy.
Having a dedicated analyst is the key to success.
30 © 2017 Coveo Solutions Inc - Proprietary and Confidential
Analyzing the data Leveraging the DataCapturing the data
Only 15% of companies have resources dedicated
to search optimization…*
*Econsultancy –Site Search Report 2010
31 ©2017CoveoSolutionsInc- ProprietaryandConfidential
AnalyzeSearch Activities
OptimizeResults for Future Users
LearnWhat drives value
32 ©2017CoveoSolutionsInc- ProprietaryandConfidential
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• Site Search is not to be ignored.
• Search and Content Indexing are interrelated, but not similar.
• As long as you don’t track your search experience, you do not know if you are relevant.
• Machine Learning for Site Search is not a luxury, it’s a must.
©2017CoveoSolutionsInc- ProprietaryandConfidential
Key Takeaways
Review of UX best practiceswww.coveo.com/en/resources/ebooks-white-papers/best-practices-for-site-search
34 © 2017 Coveo Solutions Inc - Proprietary and Confidential
Read our Blogs!Coveo Technical Hints and Tipshttp://source.coveo.com/2016/12/07/applying-site-search-best-practices-using-sitecore/
Content Indexing vs Site Searchhttp://andyuzick.arke.com/2016/06/content-indexing-vs-site-search.html
35 ©2017CoveoSolutionsInc- ProprietaryandConfidential
Questions?
▶ BREAK – 2:45 PM – 3:15 PM
▶ Connecting a Global Dealer Network with Intelligent Search
Jasmin Boudreau, BRP | Olympic Room
▶ DIY: Learn to Build Your Own Push Connector
Ben Carroll, Coveo | Civic Room
▶ Demystifying Coveo Machine Learning
Richard Tessier, Coveo | Concordia Room
UP NEXT | 2:45 PM – 4:00 PM
36 © 2017 Coveo Solutions Inc - Proprietary and Confidential
37 © 2017 Coveo Solutions Inc - Proprietary and Confidential
Thank You
Simon LangevinProduct Manager | Coveo
Sitecore MVP 2017
linkedin.com/in/simonlouellet
@SilaouO
Andy UzickSitecore Practice Director | ARKE
Sitecore MVP 2007-2017
linkedin.com/in/andyuzick
@AndyUzick