I had a request to give an example from the blog I wrote about “3 Ways to Improve Search On You Site“. The best example that I can think of, that may be relevant to most of us, is to go onto Google.ie and search for Cheap flights to Dublin. If you look at the vast amount of sponsored links and click on, for example, Bmibaby link – it takes you straight to their home page – “bumpy” customer journey. If however you click on eBookers link – it takes you to their search tool for flights, populated with “Dublin” as part of the search criteria – a slightly “smoother” customer journey and one where I am more likely not to exit the website but continue to use their service.
Try a few searches of the comment things that you want to buy / book online and see where they take you. Be warned – don’t get lost.
Darren Moffett, Head of Digital & Direct Marketing, Banks Love