Results tagged “Search&Promote”

Making Site Search Experiences More Targeted

This week we released the newest version of Adobe Search&Promote. This release promises to give our customers even more opportunity to give their site visitors relevant search-driven experiences. And today at Omniture Summit 2011 online sheet music retailer Musicnotes.com helped us tell attendees all about these new capabilities.

So what’s new? In the true spirit of online marketing optimization, we’ve taken additional steps to make site marketers and merchandisers more effective in their jobs. Specifically, we’ve deeply integrated Adobe Test&Target functionality with Search&Promote.

First, marketers or merchandisers can now test a variety of business rules before pushing them live to all their site visitors or specific segments. The great thing about business rules in Search&Promote is that it allows the marketer to influence search outcomes based on what he or she thinks (or what the metrics indicate) is the best direction to take the visitor who, through search or navigation, expresses interest in a particular item. Now, marketers can test their hypotheses — rather than wondering what would have happened if they’d used an alternate business rule. Additionally, you can take advantage of the cool new simulator we introduced in December. This means that you can see the results of these alternate rules-generated experiences the way they would look live on your site. You don’t even have to leave the Search&Promote marketer interface to do this as long as you are a current Test&Target user.

Second, beyond testing, Search&Promote’s integration with Test&Target allows businesses to utilize targeted business rules to make search experiences even more relevant and personalized. For example, Musicnotes’ Bill Aicher today in our Search&Promote Summit 2011 breakout described new strategies for presenting relevant results — and eliminating noise — by using a targeted “guitarist” business rule. He also demonstrated how using geo-targeting will help create more relevant site search experiences based on delivering results according to popularity of certain kinds of music around the world. Very cool. If you weren’t able to attend this session, the recording will soon be available to Summit attendees on Omniture.com.

If you want to learn more about the new release, I encourage you to check out this video of my colleague, product manager Mark Tuyay, demonstrating the new capabilities now available in Adobe Search&Promote.

Delivering Relevant Site Search Experiences Just Got Easier

Whether you’re an online retailer, a bank or news site, there’s a good chance that one of the very first things your site visitors do when they land on your site is search for something. In fact, we know that search remains the primary means of navigation for most visitors, and we also know that bad search experiences are still the one of the main reasons visitors (aka potential customers) abandon early in their journey. And think about mobile experiences: smart phone users are apt to use search even more, so delivering experiences that get users closer TO their desired outcomes is especially important.

So what’s changed in site search? Well, a lot. And today, Adobe Search&Promote, powered by Omniture, proves it. Adobe Search&Promote is the first enterprise-class SaaS site search application built for marketers who want to ensure their visitors have optimal search experiences — efficient and relevant ones that shorten the path to achieving their goals, whether they’re looking to equip their kids for the coming ski season, get a car insurance quote, rent a car or obtain a instructional video on how to make a roux. That’s really what it’s all about isn’t? Every visitor has a goal and it’s your job to help them — to understand his or her intent and act on it.

But what about your goals? Certainly you have key business requirements (KBRs) and corresponding KPIs. You measure what’s important to your business, so why not harness everything that you know as a result of your disciplined measurement and analysis to influence what you deliver to site visitors. Adobe Search&Promote represents the state-of-the-art in metrics-driven relevance. Today’s search engines today provide pretty darn good natural relevance, no argument, but leaving your conversions in the hands of, well, math — at least entirely — may be a mistake. Today’s business sites should be determining relevance at least partially based on their KPIs or metrics. Number or orders, conversion rates, revenues or even product views — data our customers capture through Adobe SiteCatalyst — is a great indication of what might drive more business. Let’s face it, past behavior is a great indicator of future behavior. Why not put this knowledge to work? We’re seeing amazing results with customers using Adobe Search&Promote to automate relevance tuning by leveraging their metrics: one retailer reported a 100% increase in conversions from search when they used order data to rank search results (boy, people really do tend to buy this set of skis more often THAN alternatives when they search for ‘junior racing skis’…). I’m going to be writing a lot more on this topic over the next few weeks, and will be exploring the impact, for example, of social media metrics.

While developing Adobe Search&Promote we consulted companies in a variety of industries, but what we heard most often was: “create a marketing application — make it easy for our lines of business to point their customers in the right direction, and easily promote — or merchandise — their products and content”. We took this request to heart. Adobe Search&Promote breaks the mold, allowing business users to build, simulate and test search-driven experiences like no other product on the market can. Early adopters and industry analysts have commented on how easy it is to work within the Adobe Search&Promote marketing interface — and that it enables “unfettered experimentation” that turn site search scenarios into marketing opportunities.

Did I mention Adobe Search&Promote is a SaaS application? Okay I did, but why SaaS? The marketer wants to focus on delivering continual innovation when it comes to customer experiences, rather than worry about whether the site is on the latest version of the software. The merchandiser wants to watch the sales roll in during the Holidays, rather than worry about whether search queries will get fast responses when traffic peaks. And customers expect that they will always have access to the latest products and information when they go searching for it. Your time is better spent focusing on driving the top and bottom lines, and thinking about the next strategic initiatives. As the second-largest SaaS company in the world, processing over a trillion transactions per quarter, Adobe understands how to deliver mission-critical applications.

Adobe Search&Promote represents a new way of delivering rich, personalized site search experiences to your customers and allows you to focus on your competency (while allowing us to focus on ours).

Check out Adobe Search&Promote on our website and be sure to download IDC’s new white paper Next Generation Site Search: Redefining Relevance for a Personalized Era.

I welcome your comments and suggestions for other site search topics — watch for new posts in the New Year.

Happy Holidays!

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