Only 25% of retailers say they integrate site search data into email marketing campaigns to better customize offers for customers according to the 2014 Site Search Survey, which was conducted online through Survey Monkey on behalf of SLI Systems.
The survey, which was conducted from Sept. 18 through Oct. 5, gathered feedback from 161 ecommerce business managers and executives globally.
A little more than a quarter (27%) of respondents create SEO landing pages populated with site search results and custom banners; 13% take advantage of site search to power mobile search, and only 11% integrate site search with various social media channels to improve amplification.
“Retailers know site search is a must-have element of any online business approach,” Geoff Brash, co-founder of SLI Systems, said in a press release. “But they should also be aware of the rich benefits site search can provide to marketing and sales strategies. Using the right site search solution, retailers can glean valuable insights on visitor habits and buying behavior to help them deliver a richer user experience which, in turn, encourages a purchase.”
While the survey shows online retailers’ top priorities for 2014 are their ecommerce platforms, site search, and SEO, followed closely by mobile and customer-focused analytics, more than half (57%) of the respondents admit to not using their site search reports and information to enhance marketing programs.
Half of respondents say they are not doing more with site search to enhance marketing and sales programs due to limited resources, while nearly 30% say they just aren’t sure how to do it, and 10% cite their existing site search solution does not allow for integration with marketing programs.
While half (50%) of retailers are not using site search data/analytics to enhance any of their business offerings or processes, 28% are making smarter decisions related to inventory selection using site search data, 26% are using site search data to enhance customer service and 18% are using it to augment predictive analytics practices.
Nearly half (47%) of the respondents are planning to change their ways and will work to incorporate more features, functionality, and data gleaned from site search to enhance marketing programs in the coming new year. What’s more, 37% say they will work to do more with site search to help their marketing efforts during the 2013 holiday season.