The following blog post is the third and final part of the search funnel study by search query type. The study as a whole is broken down into the areas of “all customers”, “B2C customers” and finally “B2B customers”. The latter can be found in this blog post.
The procedure as well as information on data collection can be found in the first part of the study:
The motivation for the study is also the question of how the search is initiated and completed in a multi-stage search process. The individual search queries are divided into the three well-known search query types: informational, navigational and transactional .
results of B2B customers
Table 1 shows the table known from the previous studies. It is noticeable that the transaction-oriented search query type is less strongly represented this time than in the previous studies. Although it still makes up australia phone number data the largest share at 37.00%, it is closely followed by information-oriented search queries. At 36.00%, these only represent 1.00% less of the total number of search entries examined. Navigation-oriented is therefore the search query type with the smallest percentage share: only 27.00% of all search paths examined begin with a navigation-oriented search query.
Table 2 is the final analysis of search query types. As with the analysis of how B2B customers start their search, the analysis of search completion is notable for its very even distribution of search query types. Here too, the transaction-oriented search query type makes up the largest percentage share at 37.00%. The second largest share is the information-oriented search query type at 35.00%, followed by navigation-oriented search queries at 28.00%.
Figures 4 and 5 show, through a direct comparison of search start and search completion, how small the changes are during the search process. It can be observed that the transaction-oriented search query type shows no change. In addition, the percentage increase in navigation-oriented search queries from search start to search completion is only 1.00%. Furthermore, the decrease in information-oriented search queries is also only 1.00%. This means that the study of the search query types of B2B customers shows the smallest changes to date over the course of the search path.