How Search Shapes the User Journey
Search is more than just a tool; it is a critical part of the online shopping experience. Much like a shop assistant guiding you to a product in a physical store, search engines on a website should direct users to their desired result quickly. When this experience breaks down, it doesn’t just frustrate users; it leads to lost sales. Unfortunately, most websites lack any form of insight into how their search is used or whether it’s helping people find what they need.
By improving search performance and gathering data on what people are searching for, companies can tailor their offerings more effectively. This data can reveal products that customers are struggling to find, helping brands adjust merchandising strategies and stock levels. According to research, 30% of website visitors use search, and those who do are more likely to convert by as much as 50%. Ignoring search optimisation means businesses are missing out on a significant portion of potential sales.
Data-Driven Search Insights Are a Game-Changer
Imagine being able to track not just what people search for, but which search terms result in conversions and which lead to users leaving the site empty-handed. This type of insight allows brands to identify gaps in their offerings or improve product visibility. For example, if a high-traffic search term fails to lead to an ‘add to basket’ event, this is an easy win. Products that aren’t converting could be poorly placed, badly described, or even out of stock—issues that are easy to resolve with the right data.
We, here at Proof3, understand the value of gathering this kind of actionable data. With tools that link search terms to specific customer actions, companies can fine-tune their product listings and design decisions, leading to improved user journeys. Data-driven decisions are key, and it’s all about tweaking the experience to cater to what the customer is genuinely looking for. Testing and optimising can reveal which changes truly work rather than relying on guesswork.
The Role of First-Party Data in Search Optimisation
Data privacy and first-party data are becoming more critical as third-party cookies are phased out. For businesses looking to gain deeper insights into search behaviour, relying on their own data is the best route forward. First-party data provides a more accurate view of what users are searching for and how they are interacting with the site. When businesses control this data, they can build custom experiences tailored to their audience’s needs.
The team at Proof3 often emphasises the importance of first-party data because it allows businesses to create more personalised experiences without relying on external sources. By harnessing this information, companies can pinpoint precisely where users are dropping off in the search journey and make real-time improvements. Ultimately, the more personalised the search experience, the better the chances of conversion.
Challenges of Poor Search Functionality
When search functionality on a website is poor, it doesn’t just affect the user—it damages the brand. Users who can’t quickly find what they are looking for are likely to leave the site and seek alternatives. This results in high bounce rates and lost sales. It also increases frustration, which may lead customers to abandon not just their carts but the brand altogether.
The issue is that most companies don’t see search as a priority. They think of it as just another feature, not a core part of the customer journey. Without proper analytics, companies remain unaware of how their search is underperforming. A recent study showed that 68% of consumers wouldn’t return to a site with poor search functionality, emphasising the long-term impact on customer loyalty.
Search Benchmarks
Around 30% of website visitors use the search functionality to find what they need. This highlights how many customers rely on search as a primary tool.
Users who utilise search are 50% more likely to make a purchase compared to those who don’t. Optimising search can directly improve conversion rates.
If search functionality delivers irrelevant or unsatisfactory results, 68% of users are likely to leave the site and not return. Poor search can severely damage customer retention.
Users expect to find products quickly, typically within 90 seconds. Any delay can lead to frustration and potential drop-off.
A significant portion—up to 40%—of total website revenue can come from visitors who use the search function. This underscores the commercial importance of optimised search.
Implementing auto-suggestions can reduce search time by 25%, making it easier for users to find relevant products and boosting satisfaction.
34% of products are discovered through the search function, showing its key role in product visibility and discovery on e-commerce sites.
Users who interact with the search functionality tend to spend more, with an increase of around 30% in their average order value compared to those who don’t use search.
How Search Mirrors Physical Stores
Just like in physical stores, where shoppers often want shortcuts to find what they need quickly, website search must provide a smooth and efficient user experience. Think about walking into a shop where everything is disorganised and difficult to locate. Frustrating, right? The same thing happens online when search doesn’t work well. In brick-and-mortar stores, staff can assist, but online, the search bar needs to do all the heavy lifting.
In most cases, poor search results in users wandering around the digital store with no assistance. A well-optimised search function acts as a knowledgeable store assistant, quickly guiding users to what they’re looking for. In fact, search-driven users are often your most valuable visitors—they already have intent, and you simply need to deliver them the right product fast. Failure to do so means losing sales to competitors with better search functionalities.
Improving Search with Simple Changes
One of the easiest ways to improve search functionality is by making simple tweaks based on data. For instance, companies can implement search term suggestions, auto-corrections, and product recommendations. These small changes can drastically improve the user experience by reducing friction and helping users find what they need faster.
An added benefit of these changes is increased customer satisfaction. Studies show that users who can find what they need quickly are 2.4 times more likely to make a purchase and 3.3 times more likely to return for future purchases. Incorporating features like search filters and category-based search can further refine the results, ensuring customers are served the most relevant products.
Leveraging Customer Feedback to Improve Search
Another effective method of enhancing search functionality is through customer feedback. Running surveys that ask users directly about their search experience can provide invaluable insights. Many companies use feedback tools like Hotjar to collect information on where users struggle in their search journey. By doing this, businesses can make informed decisions on how to improve their search engine’s performance.
Imagine asking a user who didn’t complete their purchase what went wrong. A simple slide-in survey could reveal that they couldn’t find the product they wanted, or that irrelevant results made them give up. Incorporating these insights into search design can help address these issues directly, leading to improved conversion rates.
Testing and Tweaking: The Key to Search Success
To truly maximise the potential of search, it must be continuously tested and refined. There’s no one-size-fits-all solution, and what works for one business may not work for another. The only way to know what’s effective is by methodically testing changes and measuring their impact. Whether it’s adjusting search algorithms or improving the layout of search results, constant testing will ensure that the search function evolves to meet customer needs.
Businesses that invest in this iterative process will see long-term gains. By constantly refining the user journey based on data and feedback, they can provide a better customer experience and boost sales.
Website search is a critical part of the user journey, allowing customers to find products quickly and easily. When optimised, it can significantly boost sales and conversion rates.
You can improve search functionality by tracking search data, implementing suggestions and filters, and continuously testing to optimise the user experience.
First-party data is information you collect directly from your users. It’s essential because it provides accurate insights into search behaviour, allowing for more personalised search results.
Poor search can lead to high bounce rates, lost sales, and decreased customer loyalty. Users are unlikely to return to a site where they couldn’t find what they needed.
Tools like Hotjar and Typeform allow businesses to gather user feedback and analyse search performance, helping to pinpoint issues and refine the user journey.
Search functionality should be tested regularly, as user behaviour and search trends change over time. Continuous testing ensures the search engine stays aligned with customer needs.
About the author
Ilan Butler
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