Is your search tool easy to find?

16/11/16

The search engine of a website plays a major role in its overall performance. But are you giving  it the attention it deserves?

Over 100 billion searches are happen on Google everyday. And besides being the most popular search engine on the internet, it’s a quick and efficient way to find the desired content/product, right?

However, many users prefer to use the website’s own search and this generally represents 40% to 50% more conversion compared to visitors who did not search. Usually those who use this field are visitors who already know what they want. Sometimes they even have information about the product, which ultimately influences the conversion in a positive way.

No discretion

A very common mistake is to design the tool too discreet, usually for the layout to be clean. In some cases it is even hidden, which makes it very difficult to navigate more directly, which can result in a higher exit rate of the page. 73% of users end up leaving the site after not finding what they want in up to two minutes. It is therefore recommended that the tool be visible and appear on all pages of the website.

Autocomplete

Just including the tool at the top of the page is not enough if it isn’t functional . For example, not having the autocomplete resource is a major constraint. This happens because suggesting products optimizes customer time, and can even raise the average ticket of the order by recommending more expensive (but relevant!) products, aside from increased conversion.

Therefore, it is also necessary to analyze which types of words are most searched on the site. For example, if there is a great demand for specific brands, perhaps an exit would be to make dedicated landings pages to provide a different experience for the user. These spaces can also be sponsored by the brand mentioned, in a win-win relationship.

Filters

Functional filters in the search tool prevent the visitor from doing new searches, optimizing browsing time and number of pages visited, improving usability and, ultimately, conversion.

We should also consider that each category of the website have adequate filters. Websites often have the same filters for all types of searched words, not taking into account the genre used in the search. For example, when searching for “female jacket” it is not relevant to bring a “male” filter because it does not match the type of product sought.

Let’s not forget the ordering of the search result window. Many users end up rearranging the page because they prefer ranking at the lowest price. However we should check if this could be influencing the fall of your average ticket. A good strategy is to perform an A/B test to see what is the better ordering, not just in the search window, but in every window of the site.

Information

It’s not just the search tool that needs to be evaluated. Another important factor is the user’s subsequent flows and their behavior in each one of them.

To illustrate the situation above, a change of layout test was performed on a product page of a Pmweb customer to give more prominence to customer reviews. The conclusion was that this highlight only made sense to visitors who used the search, when the user was still in the process of deciding which product/brand to buy. The result was +1.23% conversion compared to the control version.

Therefore, there is no use in just having and highlighting a search tool. It needs to be functional and anticipate the customer’s needs, always showing relevant products and using the right filters. Every detail, in this case, should be considered, as it may be worth a conversion at the end of the browsing experience.

Source: Conversion XL

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