Searching for site search tools? Check for intelligence, report says

More than just a tool for quickly finding something on a particular web site, the site search function is evolving into a customer intelligence tool that retailers can use to help visitors find what they’re most likely to buy, Aberdeen Group reports.

Many new site search tools capture implicit customer data in the form of click tracks and browsing behavior to dynamically adapt search tools to deliver relevant results, Aberdeen says in its report, “Web Site Search, Revenue in the Results.”

“These tools evaluate the most popular items clicked on results pages for specific search terms, and then automatically prioritize based on these user actions and the actions of a collective group,” the report says.

Site visitors can use collaborative tools to refine searches and expand options based on the search and navigation experiences of other visitors, the report adds. It also notes that at least one site search engine is beginning to offer personalized search results based on the prior searches of registered site users—“whether customers like it or not.”

“These are examples of ways that search is capable of delivering community knowledge to individuals and personalizing pages for unique users based on implicit data and by observing online behavior,” Aberdeen says.