Keyword searched, Exit Keyword seached and bounces

[Luca_Lattarini]

Hello everyone,

I am going to analyze the correlation between  Keyword searched, Exit Keyword searched and bounces by using dashboard. Any suggestion?

Thanks

[PratheepArunRaj · Accepted solution]

Dear Luca,

If you talking about Internal Search Keywords, then you can take my comment below.

First, you need to understand the dimension type: Whether it is an evar or a Prop. If it is an eVar, then you just use the eVar with eVar Instances or Event (If you have an assigned event) to understand which keyword searched the most.

Considering you have Prop to capture the keyword then it will have Exit Keyword as a separate dimension, but I don't think that will give the Search Keyword that leads to visitor exit because Entry and Entry dimension didn't mean the first hit or last hit, rather the first set dimension and last set dimensional value. Check out my take on Entry Dimensions & Entries Metric: Click Here. So, if you ask me, Exit Keyword searched will not yield you the results you want.

But, if you have a separate Page or firing Page Name for Search Results Page, then correlate the Page Exits or Page Bounces by Keyword to see the results you want.

Thank You, Arun.

[Luca_Lattarini]

Hi Pratheep, First of all, thank you for your always valuable answer. Basically i set up a keyword serach as evar and event and i am able to find the most searched word in the website. In addition, I want to try understanding which word brings bounces in my web site and improve the content in the search result. Any suggestion?

[PratheepArunRaj]

Dear Luca,
As said, if you are capturing Search Results Page as a separate Page, check this link: https://analyticsdemystified.com/adobe-analytics/search-result-page-exit-rates/.
If not, you need to create a segment like the below (Can be modified based on your requirement).

You will be seeing the Keywords searched but not resulted in any pages i.e. Bounce after search.

I usually will capture two events: Searches With Results and Searches Without Results for content optimizations, the better way to deal with the exits because the Key Words didn't yield any results always leads to bounce with bad visitor experience.

Thank You, Arun.

[Luca_Lattarini]

@ PratheepArunRaj I understand, I tried to apply the example of segment Searches and I have an high figure of no page views. From my understanding, it is correct to say : by applying Visit Container, we have no page view if customer search keyword X?

[PratheepArunRaj]

Hello Luca, Do not use Page Views as metric to understand the exits, because Page Views might have happened before the search. If you use my above segment, Search Keyword in Dimensions and Searches in metrics, those searches leads to the exit. Upfront numbers! Thank You, Arun.