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Omniture, Inc. (NASDAQ: OMTR), a leading provider of online business optimization software, announced Omniture SiteSearch, an on-demand solution providing marketers with greater control and increased conversion results through analytics-powered site search. Marketers can now automatically guide visitors to the highest converting products and most relevant content based on analytics-driven business rules and online metrics.

Omniture SiteSearch optimizes the ranking of site search results based on any visitor metric, such as most requested pages, best selling items and entry pages, to improve online business results. In addition, Omniture SiteSearch usage data can be automatically fed into SiteCatalyst to provide detailed reporting of site searches, including the most searched for terms and failed searches. This combination increases the overall site experience—resulting in greater conversion for businesses and relevancy for customers.

Omniture SiteSearch, an advanced solution with more than eight years of development, was acquired through the recent Visual Sciences acquisition. Omniture is continuing to develop and integrate SiteSearch with Omniture products. The product is used today by Fortune 500 companies and many of the leading brands in retail, media, automotive, technology, entertainment, financial services, government, healthcare, manufacturing, telecommunications and travel. Omniture has a patent application pending related to analytics-driven site search.

“National Geographic reflects the world through our magazines, television programs, books, videos, maps, interactive media and merchandise, and as customers shop our online store for these items, it’s important that they find the right products quickly and easily,” said Alexander Chororos, director of the National Geographic Society online store. “By integrating data from SiteCatalyst that produces more meaningful search results in SiteSearch, we can present our customers with improved shopping search results that are fine-tuned over time based on real site usage data.”

Half of National Geographic’s most popular search terms are broad, one word queries resulting in hundreds of products with similar relevancy. With Omniture SiteSearch, National Geographic can better understand and present shoppers with the most popular and highest converting products on the first search results page.

According to a worldwide study of retail executives, improving online shopping tools, such as site search, was cited by 34 percent as a leading method for increasing online sales (”Playing Well With Others: eCommerce’s Evolving Role in the Customer Experience,” Retail Systems Research, August 2008). Gartner forecasts spending on enterprise search software will grow 11 percent annually from $989 million in 2008 to $1.475 Billion in 2012 (Gartner Dataquest Insight: Technology and Vendor Consolidation Will Drive the Enterprise Search Market Through 2012, published in February 2008).

“Integrating analytics and site search technology gives Web sites a powerful tool for driving visitor conversion”,” said Rebecca Wetteman, vice president at Nucleus Research, a leading provider of investigative information technology research and advisory services. “With so many customers using search to find products and services on a site, companies must be able to control the promotion of their top performing content in a data-driven manner. Omniture SiteSearch gives marketers this control, with the ability to dynamically tune search results using data from SiteCatalyst’s broad array of performance measurement metrics.”

“Analytics-driven site search is more effective for online businesses because it achieves targeted results based on real data,” said Aseem Chandra, senior vice president of product marketing at Omniture. “Commerce sites can set rules to automatically adjust search results based on shopper trends and seasonality of items, media sites can offer article popularity sorting into the presentation of their search results, and corporate sites can offer better self-service and support by promoting the most frequently sought after support content. Omniture continues to give customers marketing advantages that lead to increased conversion with Web analytics as a foundation.”

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About the Author: Rocky currently works in the digital marketing industry in Singapore. He has more than 7 years of online experience and he has worked in SingTel , Global Sources, and DGM. He is a contributing author on Web Analytics World.