Search data is a mine of insights about customers’ needs that can translate into new revenue. Here’s an example from my own experience…
Recently, my beloved Urban Decay Naked Basics eyeshadow palette went from looking like this:
To something a bit more deteriorated:
This isn’t uncommon or unexpected: I knew that the uneven ‘wear and tear’ was inevitable. And so, I did what any normal 21st century consumer would do: I turned to Google.
I started my search journey with the utmost optimism. ‘Naked palette refill’, I demanded of Google. Scanning the page, I frowned at the lack of relevant results but persisted.
‘Empty urban decay naked palette’; ‘replace urban decay palette eyeshadow’; ‘refill naked eyeshadow venus’…
I furiously modified my search query, hopeful that the increased precision of the keyword would return the golden ticket result I was looking for. I tried synonyms (replace, refill, replenish), I tried different branding (urban decay, naked palette, UD naked, urban decay naked), I even tried describing what exactly was empty (eyeshadow palette, pan, bucket, vessel).
Every new search and surge of hope was quickly demolished by a wave of doubt – refilling that empty eyeshadow pan was starting to look like a pipedream.
I knew I couldn’t be the only one with this problem. Turns out, roughly 180 customers each month turn to Google in the hopes of refilling their Urban Decay Naked eyeshadow palette:
naked palette refil…
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