Adobe launches new application
Adobe is attempting to improve internal website promotion and search with a new on site search technology, available to businesses.
Adobe targets internal site search marketing with new tool
Tuesday, December 14 2010 by Mark Richards
Adobe has launched a new application to help businesses improve website promotion through internal site searches.
The tool has been designed to allow internet consultants a high level of marketing control over analysis, metrics-based relevance and personalisation, according to Adobe. This is intended to better enable marketers to anticipate what the intention of each visitor is with their search.
Adobe promises to achieve this by using a combination of analytics, personalised merchandising rules and predicting visitor intent to improve internal website search.
This all sounds very impressive, but is ultimately what even the best search engines struggle to achieve. The differentiating factor is doubtless that because a user has already found the site and taken the trouble to search, they are already capable of being converted. Having already accessed the site, they will also presumably have more limited search requirements than someone typing in a query into a search engine.
Adobe vice-president and general manager of the Omniture Business Unit Brad Rencher explained: “Each search becomes an opportunity to optimise how visitors browse, find, compare and select relevant products and content across screens and devices – driving visitors to convert at a higher rate and leave much more satisfied.”
One of the advantages of the new technology is its ability to handle millions of pages and products, as well as a high search traffic volume. This is likely to appeal to already busy websites that want to refine their conversion rates.
Another advantage is the ability of internet consultants to monitor conversion rates, much in the same way they use tools provided by search engines such as Google to establish how and where visitors came from to get to their site.
In a similar way, businesses can monitor what search terms are used by visitors to find their way to a particular part of the site, but also why particular visitors are not finding a certain part of the site that may be relevant to them.
Living Streams “Improving clients’ profitability through better use of the internet”.