Analyze site search terms

Analyze site search terms in Google Analytics — with three ready prompts, from the immediate task to the lasting pattern.

3prompt heights
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3 ready prompts

Written for the moment this actually comes up.

Execute — do the immediate task

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I need an analysis of our site search terms last 90 days to guide merchandising. Produce a report…
I need an analysis of our site search terms last 90 days to guide merchandising. Produce a report that ranks queries by volume, conversion rate, and average order value. Highlight zero-result queries, rising queries week-over-week, and any high-volume queries with low click-through to product pages. Include examples of queries that should map to category pages or corrective synonyms.

Improve — make it easier to accept

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Before I hand this to merchandising, surface actionability: order the report by business impact not…
Before I hand this to merchandising, surface actionability: order the report by business impact not just volume, surface query-to-product mismatch cases, and flag which queries could be fixed by synonyms versus new content. Call out queries likely to be brand or navigational and suggest follow-up owners for each remediation.

Decide — diagnose the stuck moment

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Most of our top search queries drive traffic but almost zero conversions this quarter; the head of…

Top search queries have no conversions

Most of our top search queries drive traffic but almost zero conversions this quarter; the head of merchandising wants to know why. I can see queries and sessions but not which queries hit zero-result pages versus pages with poor product listings. What’s the most useful diagnostic to run next that will tell me whether this is a content, inventory, or checkout problem?

Next to this one

Other web analytics work people do in Google Analytics.

Every task here came from the work, not from a feature list — which is why the prompts name what you want done and never the button that does it. The tool changes; the work does not.
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