Site Search Helps Fill Cienas B2B Sales Lead Pipeline
No matter if you’re selling products, services or information online, to be successful, site visitors must be able to quickly and easily find what they came for – or they will leave, often never to return.
Our customer Ciena, a leader in network infrastructure is a good example. The company relies on its website for lead generation, and thus offers a great deal of educational materials on its site – i.e. whitepapers, product data sheets, videos and webinars – all designed to capture the interest of potential clients.
Ciena’s previous site search solution wasn’t resulting in the leads the company needed. They didn’t have visibility into how their visitors were moving through the site after conducting a search and weren’t confident visitors were finding useful information to download. Adding to the problem was the inability for their previous site search solution to integrate with any type of web analytics solution, like Omniture. And the Ciena web marketing team had to spend a great deal of time on special coding whenever there were any changes in the product pages to make sure the site search picked them up.
Ciena turned to us.
SLI worked with Ciena to implement both our Learning Search and Site Champion solutions to improve relevance of search results, as well as create pages optimized for search engines. Our services also easy integrate with analytics platforms like Omniture (and Google Analytics) to provide greater insight into visitor’s web behavior.
Ciena immediately saw results and a marked improvement in online visitor engagement. According to data from their Omniture analytics, in the second half of 2009, 18.5 percent of online visitors who used site search went on to download one or more files, compared to just 4 percent of visitors who entered the site via the home page, and who did not use site search.
In addition, Ciena’s site search results pages have become the number one entryway to the Ciena site. The company has tied 7,000 downloads and 800 registrations directly to these pages. And those registrations go straight into their sales lead funnel. You can read more about their deployment in the recent issue of Target Marketing magazine or via the case study on our site.
On the Internet, great customer service goes a long way toward increasing sales. A useable, easily searchable site is a key component. We are hard at work with our customers daily helping them ensure their site visitors become paying customers and not their competitor’s customers. Please contacts us if you would like to find out more.
