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SITE SEARCH2006 - BUYER'S GUIDE

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					Buyer’s Guide: Site Search (2006) SAMPLE ONLY

Site Search
A Buyer’s Guide SAMPLE
E-consultancy
July 2006

Sample only, please download the full report from:
http://www.e-consultancy.com/publications/site-search/

Table Of Contents
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Buyer’s Guide: Site Search (2006) SAMPLE ONLY

1. 2. 3.
3.1. 3.2. 3.3. 3.4. 3.5.

Introduction Executive Summary The Market
Market Definition & Focus of Report UK Market Value and Growth Market Trends Return on Investment case for Site Search Strengths, Weaknesses, Opportunities and Threats (SWOT)

3 4 5
5 5 8 14 15

4.
4.1. 4.2. 4.3.

Costs & Pricing Models
How are clients typically charged? How much do vendors charge? Other costs

18
18 18 18

5. 6. 7. 8.

Tips & Pitfalls: How to find the right vendor Market Positioning Charts Site Search Vendor Matrix Supplier Marketplace and Profiles

19 22 24 25

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1. Introduction
E-consultancy’s buyer’s guides are the ideal starting place for anybody researching new service providers in interactive market sectors. They contain in-depth vendor profiles, to help you quickly evaluate suppliers, as well as market analysis to help you put things into perspective. Vendors/service providers are selected for the report based on a combination of factors, not limited to but including:  Analysis of capabilities (services / products)  Clients and Partners  Experience (qualifications / trade bodies / case studies / client lists)  Expertise (by sector / topic),  UK status (a UK office is preferred, occasional exceptions are made)  Ability to take on and fulfil new projects  Recommendations from trusted sources (or anecdotal evidence to the contrary)  Google visibility  Business model (a high % of turnover should be related to these services)  Company website E-consultancy does not explicitly recommend any of the suppliers featured in these guides, principally because it is impossible for us to work with all of them to form a first-hand opinion. But we do believe - based on an intensive and careful selection process - that the chosen service providers represent quality. Buyer’s Guides are updated on an annual basis, so the information contained within is recent and thus valid. Send any questions or comments to chris@e-consultancy.com. 1.1 About E-consultancy E-consultancy is the UK’s leading online publisher of best practice internet marketing reports, research and how-to guides. It also publishes buyer’s guides and has a directory of 100,000+ third party internet marketing white papers. Since moving to a paid-content model in 2003 E-consultancy has amassed thousands of paying subscribers, more than 39,000 registered users and 150,000+ unique users sessions per month. Its weekly newsletter is sent to 20,000 users. Subscribers pay from £149 per year to access the exclusive and highly practical content, which helps internet marketers get the most out of their websites. E-consultancy has more than 100 events lined up for 2006, including roundtables and monthly Supplier Showcases, where six suppliers pitch to an audience of pre-qualified buyers in a Central London venue. E-consultancy also provides a range of public and inhouse training programmes, such as seminars and workshops. http://www.e-consultancy.com/about/
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Sample only, please download the full report from:
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2. Executive Summary
The focus of this report is the UK Site Search market and, more specifically, those vendors offering technology and tools which allow users to seek out and analyse information effectively both on customer-facing websites and company intranets. E-consultancy: the UK Site Search market was worth around £20 million in 2005, and will grow by 30% in 2006 to a value of around £26 million by the end of 2006. Our valuation covers money spent on public-facing site search (across all sectors including e-tail and public sector) and therefore does not include money invested by organisations on intranet search which represents the majority of enterprise search spending. Based on feedback from the major vendors, we estimate that the market will grow by 30% in 2006. Trends within this market include:     Greater client-side awareness about the commercial benefits of best-of-breed site search, both for revenue and brand-building objectives. Increased focus on user experience, including emphasis on search in conjunction with navigation. Explosion of content and need for regulatory compliance drives need for more efficient information retrieval. Etailers focus on measurement and optimisation to drive incremental improvements.

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2.1 Further Reading  Online Retail User Experience Benchmarks (2006) http://www.e-consultancy.com/publications/online-retail-user-experiencebenchmarks/ o If your business relates to online retail, then you are strongly encouraged to read this report. There is more information about this report on P.12 of this buyer’s guide. E-commerce Design Patterns http://www.e-consultancy.com/research/e-commerce-design-patterns/ o Design Patterns, which distil and summarise best practice, have massive potential for helping organisations deliver the best possible customer experience. o Visit this part of our website for a problem summary and design patterns relating specifically to on-site search for e-commerce sites (free access).



3. The Market
3.1 Market Definition and Focus of Report The focus of this report is the UK Site Search market and, more specifically, those vendors offering technology and tools which allow users to seek out and analyse information effectively both on customer-facing websites and company intranets. The report covers on-site search rather than generic internet search engines and therefore does not include information about the likes of Google*, MSN and Yahoo!. It should be noted that the vendors profiled in this report do more than search on keywords. The technology in this space has become more sophisticated. For example, solutions also typically embrace areas such as content classification, taxonomy management, visualisation and navigation to enable the best possible user experience. It is instructive that Gartner now uses the term Information Access to incorporate different areas of technology which are inextricably linked to Search. It is not just about keyword search. *Google does offer enterprise search solutions for websites, ‘Google Mini’ and ‘Google Search Appliance’, but unfortunately was unable to meet the deadline for submitting a profile.

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3.1.1 What type of companies are profiled in the report? The technology providers included in this guide have different types of expertise, covering both vendors who might more commonly be known as eTail Search specialists or Enterprise Search players. Some of them, i.e. the eTail specialists, are more geared towards technology for ecommerce retail websites while others are more oriented towards providing enterprises with effective information and document retrieval solutions across a range of vertical industries (either on intranets for their employees or on customerfacing websites). For these vendors and their clients, business intelligence and knowledge management are very much on the agenda. While the discussion of market trends later in this section of the report has a very slight bias towards Search for e-commerce purposes (we are, afterall, a best-practice publisher focusing on internet marketing and e-commerce), it should be acknowledged that by no means all site search technology is aimed at e-commerce or retail. For example, some vendors included in this guide specialise in site search technology for corporate or government websites, where finding information is not necessarily related to any commerce but equally crucial for a smooth user experience. Also, many media organisations employ site search technology to make their content more accessible to users. Given that Search technologies developed by vendors often lend themselves well to ‘information retrieval’ irrespective of the context, it is no surprise that the same providers often offer solutions both for customer-facing and internal websites. Some have impressive clients in both areas. The focus of each vendor will be clearer after reading the Supplier Profiles in Section 8. As with other buyers guides, we have included Market Positioning Charts at the end of each profile to cast further light on each supplier’s proposition. The Site Search Matrix (Section 7) enables an at-a-glance overview of what each vendor offers (and doesn’t offer) in terms of overall focus, features and functionality.

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3.2 Market Value and Growth E-consultancy: the UK Site Search market was worth around £20 million in 2005, and will grow by 30% in 2006 to a value of around £26 million by the end of 2006.

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3.2.1 Size of market compared to other areas of online marketing It is interesting to compare the size of the Site Search market compared to other online channels and sectors. The market is relatively small at the moment but its rate of growth is fast and site search will become increasingly significant as more companies begin to invest. For comparison, E-consultancy has previously estimated that:  Commissions and fees paid out to UK affiliate networks amounted to £83m in 2005.  The UK market for E-mail marketing solutions was expected to be worth £148m in 2005.  The market for online advertising networks in the UK was worth about £60m in 2005.  The UK market for web analytics was expected to grow to £46m by the end of 2005.  The combined UK revenue for shopping comparison sites (focused on retail) was between £120m and £140m in 2005.  The UK market for Search Engine Marketing will be worth an estimated £1.41 billion by the end of 2006. Paid Search alone be worth £1.26 billion and Organic Search will be worth £147 million.

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3.3 Market Trends
3.3.1 Marketers grasp the importance of best-of-breed site search Vendors specialising in on-site search have reported an increased client-side commitment to making it as easy as possible for website users to find what they are looking for, whether these users are employees, shoppers or members of the public seeking information about an organisation or government service. As far as e-commerce is concerned marketers are more likely to recognise the value of best-of-breed website search technology both to their brand and to their bottom line. Whereas the marketing focus was previously more geared towards getting visitors to the website, for example through search engine marketing, the balance is now being redressed so that there is just as much emphasis around the on-site user experience.

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Online Retail: User Experience Benchmarks 2006 report Our 2006 Online Retail report is a must-read for those with an interest in e-commerce websites. It contains a wealth of examples focusing on major UK and global retail websites. Mike Baxter, of Sales Logiq, who wrote this report for E-consultancy, makes the following recommendations at the end of the second chapter entitled ‘In the Mind of the Customer’. 1. Think of your e-commerce site as a service that supports the purchase decisionmaking journeys of your customers. 2. Analyse how your product information helps (or hinders) customers in developing criteria for choosing a product. 3. Provide ways for customers to reduce and refine short-lists of products they are considering for purchase. 4. Explore how you may be able to identify customers with particular interests or shopping aims and cater for their needs more specifically. 5. Remove all sources of friction throughout the shopping journey that may reduce purchase momentum, including poor navigation, ineffective search, cumbersome checkout and sources of mistrust.

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6. Where possible, provide customers with product-specific purchase justifications that explain the benefits of the offer and the ways in which this offer is better than competing offers.

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3.5 Strengths, Weaknesses, Opportunities and Threats (SWOT) This section contains a ‘SWOT’ analysis of the Site Search market. It also serves as a summary of some of the points made above. 3.5.1 Strengths  Site search is more widely recognised as being an important tool for achieving business goals and organisational objectives. Organisations increasingly understand the importance of making information accessible on their website. o For e-commerce sites, it is clear that improvements to site search technology will result in greater income, as a result of better conversion rates and larger average order sizes. Marketers realise that they will lose customers if they are not offering an optimal user experience. o Poor usability – and findability – is bad for a company’s brand. Internet users are now less likely to accept a bad online experience. o The business case is strong for improved internal information access/knowledge management. Site search is an integral part of this.

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5. Tips and Pitfalls: how to find the right Site Search technology
5.1 What sort of Site Search are you looking for? Before making a shortlist of the most suitable vendors, understand what their focus is and whether there is a match with your own particular requirements. o For example, are you looking for an e-commerce search specialist or is the technology for a corporate intranet? o Read the vendor profiles below carefully (Section 8, below). o Are you getting the best possible technology within your price range? Attention Online Retailers: E-commerce Design Patterns http://www.e-consultancy.com/research/e-commerce-design-patterns/ Design Patterns, which distil and summarise best practice, have massive potential for helping organisations deliver the best possible customer experience. Visit this part of our website for a problem summary and design patterns relating specifically to on-site search for e-commerce sites (free access).

Sample only, please download the full report from:
http://www.e-consultancy.com/publications/site-search/

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6. Market Positioning Charts
6.1 Explanation for Chart 1 – Target Market
Technology is usually customised to a high degree

Where we are now
‘Out of the box’ technology (little customisation required)

Where we are going

Clients are typically SMEs

Clients are typically enterprise/blue chip

The vertical axis of this chart indicates whether the technology is typically customised to a high degree or whether it is ‘out of the box’ technology requiring minimal, if any, customisation. The horizontal axis shows the profile of customers in terms of whether they are generally enterprise customers/blue chips or SMEs.

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6.2 Explanation for Chart 2 – Technology Focus
Range of technologies including information access solutions

Where we are now

Where we are going

Focus is 100% site search/information access Keyword search functionality only Focus on all aspects of information access

The vertical axis of this chart indicates the extent to which the technology provider’s focus is purely on site search/information access. The horizontal axis indicates the extent to which the technology is purely around keyword search.

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8. Supplier Marketplace and Profiles

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