Semantic Search helps shoppers find more relevant products faster. But relevance alone doesn't always drive action. Some users need help choosing between similar items. Others don't search with enough specificity to reach the right products at all.
In both cases, you can go further by using search queries for personalization in Dynamic Yield campaigns, based on either audiences or session-based events curated from the search keywords.
This pairing leads to a more complete personalization strategy and improves business outcomes.
See the following use cases for details about how this works.
Important: Experience Search provides advanced built-in methods for improved discovery, such as providing focus on strategic products via boost rules, based on custom algorithms or user affinity. This tactic, like others, is meant to inspire better results for your specific use cases.
Use case 1: Experience Search + recommendations
The search query: "Sneakers for CrossFit gym"
The initial results: A variety of CrossFit shoes
The issue
The user lacks tools to choose between the options. How do models differ in stability, traction, and midsole firmness? This confusion slows down decision-making and can reduce add-to-cart (ATC) actions and conversions.
The solution
We added an alternative recommendations module to the search results page for this query, boosting sneakers with superior lateral stability, firmer midsoles (lifting-friendly), and enhanced traction.
The expected results
- ATC increased from 30% to 38%
- Conversion rate increased from 2.2% to 2.6%
The conclusion
Even with relevant Semantic Search results, recommendations speed up confident decisions. Highlighting the best CrossFit shoes reduces comparison time and uncertainty, while boosting ATC and conversions.
Use case 2: Experience Search + personalized hero banner
The search query: "Men's shoes, gym wear"
The initial results: A general selection of sneakers and gym wear, reflecting the broad interest in fitness.
The issue
These searches are very broad and don't include a clearly defined intent. It's possible that the user is actually interested in CrossFit, but would need to sift through results that match the keyword but not their actual needs.
The solution
We created audience-based dynamic hero banners that builds on the initial search query by refining the user’s intent using behavioral signals: It appear when the user shows patterns such as browsing training gear, viewing gym outfits, engaging with specific sports categories, or repeatedly bouncing from footwear pages.
The expected results
- ATC increased from 28% to 40%
- Conversion rate increased from 4.5% to 5%
The conclusion
Curious users don’t naturally search for CrossFit sneakers — they need inspiration and a reason to explore.
How to set up an experience based on Semantic Search results
When you identify a high-value query or query theme, setup is straightforward.
-
Event in Implementation Helper Create a test search query.
Start by running the query you want to use as the trigger.
Example: black evening dress. - Open Implementation Helper and locate the event.
- Decide how you want to use the search signal:
- Create an audience to target based on the search event (cross-session)
- Use the search event as a trigger for targeting within an experience (session-based)
Create an audience
In Audience Hub › Audience Explorer, click New Audience and set the conditions using the same values as in the Keyword Search event, as follows:
- Condition: Event trigger by property
- Search event name: Keyword Search
- Property: keywords
-
Value: black evening dress
When the audience is ready, you can create personalized experiences that target your search audiences or search events.
Use the search event for campaign targeting
In your campaign, target the experience using the same values as in the Keyword Search event, as follows:
- Condition: Event trigger by property
- Search event name: Keyword Search
- Property: keywords
- Value: black evening dress