Identify problems that occur after the search

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To identify potential issues after someone uses search, we can examine the search term report. Start by looking at the page engagement KPIs—especially the "% Search Exits." This is the percentage of people who leave the page immediately after searching. Ideally, a search page should have 0% search exits. This indicates that users found satisfactory results when using the search function. If users don't find satisfactory results, they tend to leave the page.

Another important metric is "% of search refinements." This metric measures how many turkey phone number data searches were repeated with a different search term. For example, if someone searches for "shoes" and then searches for "white shoes," this is a search refinement. In some cases, this may be the desired action, but in other cases, it indicates poor information in the search results.

To get more detailed information to refine your search, simply click on the relevant search term. In the newly loaded report, select "Optimized Keywords" as the primary dimension. This report will now display additional keywords that users have searched for.

The page report
This report shows the various pages visited before using the site. In some cases, as expected, you'll find pages designed to drive users to search (e.g., error pages). In other cases, you should examine why customers use search on a particular page. To examine this page in more detail, simply click on the corresponding page in the report. For example, if a term is frequently searched for on the homepage, it's a good idea to implement it (more prominently) in the navigation.

The usage report
Usage simply compares whether the search function was used or not within a visit. This report is also useful if you have optimized the search function – for example, by implementing a live search function. Then you want to measure how interaction with the new feature improves.

If your site focuses on conversions, you can select and compare specific goals in the report. If you sell products in a shop, you should select "eCommerce" here and ensure that eCommerce tracking has been implemented. If you have any questions about this, we would be happy to assist you with a Google Analytics audit.

If customers have a significantly lower conversion rate after using search, you need to think about the information that is (not) displayed by search.