November 12, 2019

On-Site Search is the Ticket to Success on Your Entertainment Website

The internet has had a huge impact on the entertainment and media industries. Engaging with an audience is easier than ever and information about concerts and events is just a click away. Whether users visiting your entertainment site are looking to purchase tickets and merchandise or to simply find out the latest on their favorite stars, your site needs to deliver.  When users are navigating for specific information, on-site search can play a powerful role. Here are a few key features to look for when evaluating your site’s search engine.

Categorized Search

Entertainment websites often contain multiple types of content across different categories. Users searching on a concert venue’s site, for example, maybe looking for anything from concert dates to venue regulations. Providing guided navigation through the use of categories or facets can enhance your users’ experience. Features like HawkSearch’s Faceted Navigation allow visitors to sort search results by different attributes to drill down to exactly what they’re looking for.

Relevant and Personalized Results

Relevant search results are crucial to every site but sites selling tickets and providing entertainment can especially benefit from a more refined search experience. Entertainment means different things to different people and search tools with an added level of personalization can enhance your users’ experience. HawkSearch takes user data to curate results based on each visitor’s age, location, and past purchases. Machine learning technology can personalize results even further by tracking user behavior to boost content based on their popularity.

Search Marketing Tools

Marketing campaigns are essential to the entertainment industry, especially when selling tickets for events. When web administrators have more control over the search results that appear for a certain query, they can get see higher click-through rates and conversions. Pinning, for example, is a search marketing tool that enables companies to highlight a single item within search results or landing pages and “pin” it to the top. Added functionality within HawkSearch allows staff to specify the length of time an item is pinned and create additional rules based on who is viewing the content as well. If a venue has a landmark event they were looking to increase ticket sales for, this tool can come in handy.

A successful entertainment organization should feature engaging experiences both on stage and online. Take stock of your website’s search engine to ensure it’s working at its best. For more information on HawkSearch, schedule a one-on-one demo with us today.


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