Internet Retailer: Ford’s looking for a better idea in site search

Ford, already finding one of every eleven car customers online, is looking to improve that ratio through improving the search features on its site. Areas of focus include site indexing and studying user search patterns.

Ford's Mazda division is readying a deployment of Omniture's site search analytics package. The division hopes not only to improve the search function, but also to help determine which users are the hottest car buying prospects.