impact study and practical advice

The question of the importance of the quality of search on websites is not insignificant because in terms ofcustomer experience so often discussed in our articles, marketers seem perfectly aware of the link between the two. Website search, i.e. searching for information or a product on the website where the user is located (and not on search engine like Bing, Duckduckgo or Google), is a topic that is ultimately not much debated in the world of marketing and even digital marketing. And that’s a shame, as a study we conducted on behalf of our client demonstrates yext [#transparence] in the UK and France and who have demonstrated the importance of this feature.

Transparency: While this work is being done for our client Yext, we have conducted this study and mission with our usual goals of independence and authenticity

Website search and customer experience

search on websites
Website search has a huge impact on the customer experience and more. It directly affects the turnover of e-merchants.

Earlier this year 2021, Yext and YouGov conducted a study on the impact of research oncustomer experience as perceived by consumers in the UK and France.

search on the website

Download the full study report here

Visionary Marketing then conducted a mirror survey of 300 senior marketing experts from these two countries in August and September 2021, based on a list of questions similar to the one conducted by YouGov. This allowed us to compare the opinion of consumers and marketers on the same topic.

As this survey was conducted on both sides of the Channel, we were also able to compare the two countries and other criteria such as company size, B2B origin or B2Cand, where relevant, the hierarchical level of our respondents.

A study of 300 marketers in the UK and France

Study on the impact of research on the website

Here are the main conclusions of this study:

  1. More than 70% of respondents are convinced that Internet research is quite or very strategic ;
  2. More than 63% of respondents believe that visitors use the “site search” feature of their company’s websites to find information ;
  3. More than 45% of respondents think their visitors are quite or very often dissatisfied results offered by “on-site search” on their branded sites. In contrast, according to the YouGov study from early 2021, 62% of consumers say they feel somewhat or very frustrated by on-site search results;
  4. More than 94% of respondents believe their visitors resort to other means when the quality of results that they get from the search function of their website is rated poor or unsatisfactory;
  5. Furthermore, more than 79% of respondents believe a better search experience it will improve the level of trust visitors to their business;
  6. And more than 70%of respondents believe that a better search experience will have a positive impact on a visitor’s propensity to buy from their company;
  7. Paradoxically though, our study also revealed that more than 81% some British and French marketers find their website’s search engines are pretty or very satisfying .

Website search is considered strategic by marketers, who agree that the quality and accuracy of the results of such a website search engine affects revenue and growth. Customer experience and a poor website search engine mean that most customers will try to find similar products and services by other means.

However, a large proportion of the marketers surveyed said they were satisfied with the results their website’s search function provides to their customers.

Study on the impact of research on the website

You may be wondering why so many marketers don’t work harder to improve the satisfaction of their customers and visitors. Covid-19 has accelerated the pace of digital transformation across industries and websites are now seen as essential for companies’ business development.

In this regard, website search is more than just a function to satisfy visitors, it is a real and effective way to retain existing customers and win new ones .

So the real question should be:

What are the obstacles faced by marketers in France and the UK that explain this low motivation to improve website search and, beyond, the customer experience?

Additionally, based on our findings:

What are the reasons that prevent marketers from taking action on this improvement?

Website search: practical advice from our experts in the field of digital marketing

An online round table was then organized with a group ofFrench influencers in the field of customer experience and marketing in order to bring these results to life and analyze their impacts. This discussion took place on November 16, 2021 and was moderated by Olivier Saint-Léger.

The main lessons of this study, quotes and other information from the exchanges between these influencers were then collected to produce a complementary report (in the first part of the white paper).

search on the website
The panel of our marketing experts for this website research study conducted in collaboration with Yext in France and the UK

We quote from top to bottom and from left to right:

This report is a summary of the reflections exchanged during our webinar. We have therefore also made the complete registration of this event available to the reader at

2 minutes to understand the advice of our experts

Cyril Bladier suggested that marketers take advantage of the poor quality of most on-site search engines, confirmed by our study, to improve theirs and differentiate themselves from competitors.

Federico Cavazzainsisted that it was more than an opportunity to differentiate, an absolute necessity for survival compared to platforms (search engines and social media) that distract customers from merchant sites to take them directly home.

Frederic Canevethe pointed out that about 14% of the online turnover was generated through the search engine and that therefore it is necessary to give greater visibility and greater dimensions, through practical advice that he has detailed.

At the end, Olivier Sauvagecompared the consumer in e-commerce to the prehistoric hunter-gatherer, reminding us that our brains are very small, but they consume a lot of energy. Consequently, they therefore have a great need for simplicity and users require to be guided through the websites. It is therefore necessary to limit the choices within the results pages that must remain as orderly as possible. This is achieved by facilitating their work, avoiding presenting them with too many choices and studying the requests upstream.

search on the website

Download the full study report here

Isabelle Lefaucheur
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