Adobe has introduced a new tool for site search powered by Omniture, aimed at helping marketers anticipate visitor search intent and promote relevant products and content. It’s called Search&Promote. The real goal of the tool is to cut down bounce rates.
"Since search is the primary form of navigation on many websites, it is often the first step a potential customer takes toward meeting his or her online goals – especially on mobile-optimized websites," says Adobe. "When visitors cannot easily find what they are looking for early into their website visit, they may leave to search elsewhere for what they need. As a result, key metrics such as online engagement, conversion, average order value (AOV) and visitor retention can be negatively impacted."
"Every onsite search query is an opportunity," explains Brad Rencher, VP and general manager of Adobe’s Omniture Business Unit. "Each search is a customer telling you what they want, what they are interested in, or what they want to purchase or download. With Adobe Search&Promote, our customers can use search and navigation as a way to dynamically deliver the right content, products and offers to the right visitors. Each search becomes an opportunity to optimize how visitors browse, find, compare and select relevant products and content across screens and devices – driving visitors to convert at a higher rate and leave much more satisfied."
Search&Promote integrates with other products from Adobe’s Online Marketing Suite, such as Test&Target, Recommendations, and Scene7. With Test&Target, Search&Promote users can test search experiences, marketing, or results pages against each other. Recommendations can be integrated into search results, and Scene 7 lets users enhance search results visually.
Around this time last year, Google launched Commerce Search, also aimed at improving bounce rates for product search on sites. "Search quality is a big factor in changing visitors to buyers online, and in making customers happy too," the company said. "Visitors spend an average of just eight seconds before deciding whether or not to remain on a website, so having a good search tool is important for turning visitors into buyers."
For more helpful information on dealing with bounce rates, watch our interivew with Avinash Kaushik and Brett Crosby from Google from search engine strategies a couple years ago.
Adobe offers a lot more information about Search&Promote here, with a product overview, success story, white paper, etc.