TAILIEUCHUNG - Winning Results with Google AdWords Second Edition_14

Tham khảo tài liệu 'winning results with google adwords second edition_14', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | CHAPTER 11 Increasing Online Conversion Rates 327 NOTE Be wary if your developer seeks to reinvent the wheel by throwing together his own homemade search engine. Product search and the ability of a site search tool to suggest related items can be a complex matter. is one of the world s top search technology companies. The ability for users to browse their huge catalog without getting lost is an important driver of Amazon s current profitability since this increases the average order size. If you want to maximize your conversion rates and you have more than a few pages on your site you need quality site search. Some low-cost and free site search options are offered by companies like Atomz and Google but make sure that you investigate fully. The lowest-end products might not be sufficient for your needs. Unfortunately Google s dominance in search makes the average manager think that site search is easy. A strong domain-specific vendor or developer someone well versed in e-commerce can build good site search relatively easily. But as you stray into open source platforms and custom programming for a variety of more complex types of website don t underestimate the complexity you may face. Search is a cost and searching a large database well may require programming resources as well as a budget for improving site performance database performance and server capacity. Factors Outside Your Control Don t confuse luck with brains. Sometimes you don t have total control of how users will behave from day to day. However while you may not be able to control these factors you can plan for them. Seasonality Every market has up and down seasons. Housing taxation and retail gifts are three of the most obvious examples. Unless you have at least two years worth of conversion data at your disposal it can be difficult to know whether your site is converting well or not adjusted for season. What appears to be a drop-off or an increase might simply be normal activity. How well

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