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In the fast-evolving world of eCommerce, many businesses see site search as just another checkbox on the UX checklist. However, in today’s competitive digital landscape, where customer acquisition is more challenging than ever, ignoring the power of an optimized site search could mean missing out on significant revenue opportunities. Implementing a strategic site search approach is not just a convenience for users; it’s a tool that can drive conversions, increase customer satisfaction, and deliver valuable insights to grow your business.
Why Site Search is More Than Just a Feature
According to a study by Screen Pages, users who use site search are 1.8 times more likely to convert into a sale. Despite room for optimization, search users already account for 13.8% of eCommerce revenue. Yet, many businesses fail to invest the necessary resources into optimizing their search functionality, missing out on higher conversion rates and better customer experiences.
Here’s what effective site search can bring to the table:
- Faster connections between users and the products they need
- Reduced bounce rates and improved engagement
- Higher conversions with personalized results
- Valuable analytics to understand customer behavior
- Advanced merchandising options to showcase products
- Enhanced mobile search functionality
Best Practices for Optimizing Your eCommerce Site Search
If your eCommerce platform has a basic, underperforming search feature, you’re leaving money on the table. These site search best practices can help you elevate user experience and increase sales.
1. Implement Filters and Facets
Filtering results allows users to quickly narrow down their search by brand, color, size, or other attributes. By enabling automatic filtering, your search can interpret user queries more effectively, delivering relevant results. For example, a search for “red toaster” should display toasters that fit that description, not just any product with “red” in the name.
2. Use Smart Autocomplete
Smart autocomplete provides query suggestions as users type, helping guide them toward the right product with fewer keystrokes. This not only saves time but can also refine user searches, especially on mobile devices, where attention spans are shorter.
3. Optimize Breadcrumbs for Navigation
Breadcrumbs offer an intuitive way for users to navigate search results. They help users move back to broader categories without re-entering their entire query, making it easier for them to explore other options.
4. Enable Federated Search
Federated search pulls results from across your site—products, blog posts, videos, and tutorials—into a single search page. This not only showcases your diverse offerings but also improves discoverability, allowing users to engage with content they may not have known existed.
5. Personalize Search Results
In an era of personalization, eCommerce site search should adapt to user behavior. Leveraging customer data, such as past searches or profile preferences, helps you deliver highly relevant results that increase conversions, average cart size, and repeat purchases.
6. Leverage Analytics for Optimization
Each time a user searches, they generate data that can help you refine your eCommerce strategy. Analyze site search data to identify popular products, fill gaps where no results are returned, and use A/B testing to fine-tune your merchandising strategies for better performance.
Designing a User-Friendly Search Bar
To encourage users to interact with your search feature, ensure it stands out. Here are some key tips to improve its visibility and usability:
- Highlight the search bar with contrasting colors and a noticeable font.
- Use recognizable icons, like a magnifying glass, to prompt users.
- Place the search bar prominently on the page, ideally at the top.
- Incorporate microcopy to guide users with sample search queries.
- Enable real-time search results, filters, and breadcrumbs as users type.
Build or Buy? Choosing the Right Site Search Solution
When it comes to implementing a robust eCommerce site search, you have two primary options: building your own or buying a third-party solution.
Build It Yourself
For large companies with extensive development resources, building a custom search tool can provide unparalleled flexibility. However, this comes with a hidden cost. Developing a high-quality search engine requires specialized expertise, and ongoing maintenance will be required as your site grows. Additionally, business teams may face bottlenecks if they have to wait for developers to make necessary adjustments.
Buy a Third-Party Tool
For businesses with limited development resources, a third-party search tool is often the best option. These solutions offer quick implementation, scalability, and access to industry-standard best practices. While third-party tools come with subscription fees, the return on investment is often greater due to the time saved and the regular updates provided by the vendor. Search as a service platforms provide the perfect balance of customizability and ease of use, allowing businesses to stay competitive without the need for a full-time search team.
Final Thoughts
Site search is a powerful eCommerce tool that, when optimized correctly, can significantly impact customer satisfaction and business revenue. Whether you choose to build or buy, the most important factor is to leverage search as a strategic asset, ensuring your customers can easily find what they need while enjoying a seamless user experience.
