How Your Search Box Can Inform Marketing Strategy

Motorcycle Superstore, a top motorcycle gear and accessories retailer, also uses site search to maximize the effectiveness of its marketing efforts. The company uses site search data to create merchandising banners that appear when someone searches on Google using a relevant keyword, and then clicks on a result from a Motorcycle Superstore listing. Searchers then see a product detail page with merchandising banners highlighting other site search results for that keyword, which helps draw attention to a broader range of products than the searcher would have otherwise seen. These product detail pages and banners provide an average conversion lift of 2 percent to 5 percent for the featured products.