It's my solo project. I led the UX researcher and web analyst of the project for a pet-caring and feeding company. I led efforts to crystal clear dashbord for tracking user inner search activity.
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The company wants to know how is inner site's search useful for user. Let's try to find out it!
For security and confidential reasons, I can't write information about the company's name and data. All data collected for this case study was changed and show only tendency, but provided data is not real.
The task that I need to resolve for this purpose it's investigating what type of user performed the inner site's search and how these users interacted with the site. The site is dedicated to dog and cat care and food for those pets.
The first section showed keywords from inner site's search, a number of unique searches, refinements of searches, time that the user spent after the search performed, and depth and percentage of exits after search. As we can see the most popular search terms are hypoallergenic, pro plan, soup and labrador. Here, I need to highlight the search term ProPlan. As we can see from the chart this search term has max amount of refinements. Site owner need to pay attention to the result of the search and landing page that showed on results. All pages ought to satisfy the user's intent. Obviously that users prefer to buy ProPlan food. In this case, a user doesn't want to see the result with articles.
Now, let's find out user flow before and after search is performed. As we can see from the charts, users performed searches on product pages dedicated to dog dry food and wet cat food. It's a pity, but for most users, search results were end-page of user's journeys. The majority of users that performed search came to the site through paid search (73.9%). The bulk of organic sessions was only 26%. It seems that the company spent money on ads with non-valid landing pages, thus users ought to perform searches to get correct results. But as we can see from user flow charts, users can't achieve their goals.
The next section demonstrated to us that the site has a problem with content management. A lot of search terms didn't include any content type.
The following sections illustrated where is a bottleneck with search performance. The main scopes are articles and products. Articles won this competition: here users performed more searches.
The next section showed how newcomers and returners interact. Results are just the same for both types of users. But returners more surfed over search results with the hope to achieve their goals. Newcomers after searches landed on specific pages.
The layout section showed to use that site is not scalable and adaptive. From breakpoint less than 600 px search field is fixed on the top of the screen and a user can't hide it.
The final section is quintessential of GA and SimilarWeb data. Here, I compare keywords that users landed on the site from Similar Web and inner search terms from GA data source. Here, you can see the chart with the result of comparison. Site owner, SEO managers and web developers need to pay attention to the result of search of these search terms, landing pages from inner search and organic search.
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