Businesses that fail to provide effective ecommerce tools – including site search – risk a loss of sales to competitors. There is often a disconnect between those who maintain site search and those who understand customer needs and behaviour. This article describes a ‘measurement, experiment, repeat’ approach and introduces a suite of open source tools (‘Chorus’) that supports rapid experimentation and implementation and which gives control of site search back to search teams.
Search data is key to understanding customers. This article explores the competencies and roles required to gain actionable insights from customer search data. Four broad competencies are required: data, engineering, product and business. The roles required for each competency are described. Data from successful search teams is used to show levels of involvement from each competency.