Search Engines: Mission Critical for the E-Business

The Web contains a vast array of information, products and services. How do you find what you're looking for in this network of data? Besides typing in a specific URL, the most efficient way to find information is to use a search engine.

Search engines are now essential to daily life for the online community and exert tremendous influence over traffic and purchasing decisions.

• 85% of Internet users regularly access search engines for information on specific topics, products or services, according to iProspect.

• There are 280 million searches conducted per day in the U.S. alone.

• More than one in four, or about 33 million adults, use a search engine daily.

• Proficient Internet users spend an average of 8.75 hours per week searching for answers to their questions which equals more than 450 hours per year and more than 2.5 years in an adult lifetime.

Search usage is growing daily, as studies report that when searching for new information or products, those with access to the Web now use the Internet to find that information 70% of the time ("Search Engines: A Pew Internet Project Data Memo").

Marketer's Dream: Credibility and Influence

The real draw for marketers is that users perceive search listings to be more credible than other forms of advertising. A study conducted by NPD Group revealed that search listings are more effective than banner ads or button advertisements in brand recall, favorable opinion rating and inspiring purchases. More than twice as many people had a favorable opinion of companies in the top three search positions than those in featured ads, and search listings outperformed banners and buttons by three to one. The study also discovered that more than half of online purchases are made on sites found through search listings, while only nine percent were made on sites found through banner ads.

A recent PriceWaterhouseCoopers survey reveals that online shoppers rank search capabilities as one of the top two most important features in influencing their choice of online shopping sites. Adding a targeted search function helps e-retailers turn shoppers into buyers because it simplifies the online shopping experience.

Mission Critical

Yet, search still needs work. A recent study by E-tailing Group reported that despite the attention site search and its integral role in site success is getting, the search function at retail sites is still below par. The biggest complaint users have of web sites is poorly organized search results.
A GVU survey revealed that when shoppers had dissatisfying experiences at a particular site, they would leave and go to another vendor. The reason? They couldn't find what they were looking for. 80% of all online buyers terminate potential purchases when they cannot find what they want (Forrester).

The solution to search frustration and poor online profits is a properly designed search engine. Online businesses that fail to provide their customers with efficient site search will have difficulty retaining customers, procuring partnerships or sustaining themselves in the new economy.

How do you choose the right search product for your site? Learn what matters most from this Competitive Analysis.