There have been plenty of times where I walked into a bar and asked for a beer that the bar doesn’t stock. Of course, I ordered a different beer, but for the sake of this post, let’s say that I really wanted a particular kind of beer, and when the bartender informed me that he doesn’t have it, I walked out and went to the bar down the street.
If this scenario happens just once or twice, the lost business probably won’t cost the bar much money. However, if this is a recurring situation, it would be in the bar’s best interest to begin carrying the requested beers to satisfy the needs of its customers and not miss out on a revenue generating idea.
Likewise on a website, the owner should do his best to provide content that is of interest to his visitors. Oftentimes if a visitor doesn’t find what he needs, he will use the search bar to locate it. A savvy website/domain owner will use the search log information to see what his visitors are looking for but can’t seem to find. He will then make adjustments to his product/content selection to ensure the needs of his visitors are met.
The lost revenue from one or two visitors may be small, but if you can learn about what your customers want and offer it to them, you are sure to satiate your visitors’ thirst for information.
(Special thanks to Jonathan for reminding me about how important the search bar can be to a domain owner!)