Voice search is rising as Amazon’s Echo and Google Home devices sales have grown by 39% and 20% of mobile searches have been done with voice in 2016. That is a huge number! Especially since the accuracy is at 95% currently.
Consumer habits are changing and, as usual, brands need to keep up and preferably ahead of consumer’s behavior change. Brands weren’t and are still not truly done with mobile and video change which doesn’t look good when voice search is coming more prominent.
And tradition almost is that a new channel comes it will be put to a silo of its own in bigger companies which will again seriously hinder a smooth customer experience. Enterprises are just now breaking down silos and marketing technology’s advancement is speeding its approach while customers demand personalized experiences.
Voice Search Data is Complex
Measuring clicks and views is easy compared to the complexity of voice search. Creating a framework for measurement considering voice is crucial for the success of adopting to it. Breaking down voice search data can be done in the following way for example:
- Intent and parameter: Intent would be when a person searches for cheap clothes and parameter would be color such as blue jeans.
- Error rate: Voice technology is in development all the time and having an error rate metric will let you see if customers hit a block preventing them from completing their journey.
- Pathing: Customer experience in an omnichannel world is challenging thus assigning a customer ID for each customer to track them through their journey was it in voice, search engine or email is crucial.
- Others: There are a lot to measure these days and few to keep in mind when building your framework for voice search metrics such as session length, frequency, and searches per conversion.
Value is Limited on Its Own.
As all marketing and customer data if you keep your voice search data in a silo it will not provide you all the value you can get from it. Customers want to get in touch with the brands through their preferred channel and not the brands preferred channel. Building a seamless customer experience is time consuming but it will reap rewards.
Consider where your customer could use or will use voice search. Creating a framework based on it and tying it to customer journeys and user ID’s will make or break the customer experience you have or are building.
In the end, this will go through testing and fine-tuning as it is in all aspects of marketing. Let the data, not a gut feeling, fuel your decisions.