- The search box is used by an average of 5.4% of all visitors to these websites. For four of the retailers in the sample, more than 20% of visitors used the search function.
- Use of the search box results in an average conversion ratio of 2.4%, against an average of 1.7%. That's an improvement of close to 50% when visitors use site search.
- A third of the sample showed a doubling of conversion rates where customers used the search box.
- Visitors use this function more on sites that provide guided search, i.e. a range of options for narrowing down product searches.
- The importance of a usable site search function; especially for retailers stocking large and undifferentiated product ranges.
- Site search results pages are important for conversion rates, especially the ability to filter and sort search results.
- The value of analysing user data and optimising for popular searches. The terms entered into the search box offer a useful insight into the minds of your visitors.
- The particular importance of the search box for retailers using catalogues. A number of sites in the study used catalogues to generate traffic, with means site search needs to be optimised for product codes.
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