Site search is a way to allow visitors to search all of the content found in a single website. If Google is used to search the entire web, site search indexes an entire website and produces search results in an easy-to-read list. From ecommerce to news outlets, this functionality is commonplace and useful in many different types of applications.
So why should you use it? Up to 30% of visitors use a site search boxwhen one is offered. More and more businesses are investing in site search because they recognize the benefits it can bring to their business. There are two main benefits to adding the site search to your website.
1) Your visitors have more incentive to purchase.
The first benefit has to do primarily with online retailers. People who use site search on ecommerce sites aremore likely to purchaseproducts compared to those that use standard navigation to find what they are looking for.
If site visitors are not purchasing, they are most likely in the final stage of the buying process. The site search functionality is a way for them to start comparing prices, check availability, and see delivery fees of different products. These consumers have already found the company they want to go through, now it is just a matter of what product to choose.
2) User-friendly search leads to a high conversion rate
It is extremely important that you make sure the user is able to find exactly what they are looking for on their first search. People nowadays have an extremely short attention span and are very impatient when it comes to getting the right information. If they do not find what they are looking for, they could leave your site and go to a competitor.
Site search users are"objective-focused", which means they are looking for something specific to meet a particular objective. You need to make sure they get what they want and part of this is making sure you are putting the visitors in charge oftheir own shopping & navigation experience. An easy search experience can do the following:
Increases customer loyalty and retention
Give you a competitive edge over your competitors
Increases site usage
As of April 1, 2018, Google’s Custom Search Engine is no longer supported as an option for companies looking to add search to their sites. When Google made this announcement last year, there was much turmoil in the online community to find a suitable replacement.
In response, HubSpot announced at Inbound 2017 that they would release their own native site search inside of the CMS - and its finally here. Now, anyone who hosts their site on HubSpot can easily increase their visitor engagement, and conversion rate, by implementing HubSpot site search on their site.
How To Setup Site Search In HubSpot?
Site search works by using the following 3 parts: the search field (labeled “Site Search Input” in modules), the search results module, and the search results page (this is found as part of the Systems Templates). When you are ready to incorporate this feature into your HubSpot hosted site it is as simple as following this setup process:
1. To create your own search results template, create a new design manager Drag and Drop file and select the “Search Results Page” Template Style. This will automatically include both the site search input module, and the site search results module, but you can also add any additional modules or styling as well.
3. Add the “Site Search Input” module to your desired template.
Note: By default, results from search will be served at: yourcompany.com/hs-search-results. However, you can change the URL in the box directly below where you selected the template.
4 Tips When Creating Your Search Box
Now that you understand the importance of the HubSpot’s site search functionality, and how to set it up inside the HubSpot CMS, here are some things you should consider when adding search to your site.
1) Pay attention to the location of the search box
The search box should be visible and easy to find. Generally, its located within the top navigation, or in a center banner image - which is what we’ve elected for on our site.
2) Choose the color of the search box carefully
The color of the site search field should draw your customers attention to the search bar, and contrast the rest of your site's theme.
3) Include labels and help text to guide your visitors
Adding help text within the search field will make its purpose clear. For example, you could tell visitors to “Search our blog” or “Search all products. You could also include a search button next to the field.
4) Utilize auto-complete
Having an auto-complete feature in your site search can also improve the search experience for your site visitors. Apart from bringing customers directly to the article they are looking for, it can also encourage people to continuously use your site search. HubSpot’s site search includes an auto-complete feature by default.
To Wrap Up
Are you ready to implement the new HubSpot native content search on your site? Currently, this functionality is still in beta, but anyone can join the beta by filling out this form. Want more information on HubSpot's site search functionality, the latest and greatest sales enablement tips, and digital marketing advice? Subscribe to our blog and get the digital marketing best practices without all the bullshit.
Originally published May 14, 2018 10:00:00 AM, updated February 15 2019