Conversion Optimization: The Internal Search Function

The internal search forms one of the central navigation elements in most online stores. The larger the store or the more complex its structure, the more important its presence is. Imagine, for example, online portals like Amazon and eBay without the possibility of internal search.

The actual significance of internal search for online shops has already been examined in numerous studies. The result: Every second user on the top 100 online stores uses the internal search. Similarly, the conversion rate for users who use the internal search is 3 to 5 times higher than for non-searchers. Those searching are further along in the decision-making process than the "browsers." They also have a high purchase motivation since they already know which specific products they are looking for.

However, according to a study by onlinehaendler-news.de, only every third person is satisfied with the displayed results. This shows that shop operators still have a lot of catching up to do.

What users expect from internal search

User expectations of the internal search function of online shops are quite high nowadays. Internet users are accustomed to receiving fast and precise results from major search engines. The major search engine providers are also working to become more of an answer machine, thereby reducing the number of necessary search queries. Internet users find the desired information with fewer pageviews and by sifting through multiple search results pages.

The consequence of this is that the search experience with search engines is increasingly being transferred to the internal search. Users who are used to immediately finding the desired information with a search engine expect the same from the internal search. This means that only those shop operators who can offer a sophisticated search are able to convert site visitors into customers.

A good search function thus has a direct impact on visitor satisfaction, sales, and conversion rates. Nevertheless, many online companies attribute only a subordinate value to internal search since no external traffic is generated through it. However, the fact that internal search can indirectly contribute to an increase in sales is often forgotten.

Internal search as an indirect ranking factor

What few shop operators are aware of: The internal search forms an indirect ranking factor. Although it does not directly influence the ranking of a website, it affects the direct ranking through indirect means.

With a well-developed internal search, visitors stay longer on the site and, on average, access more (sub) pages. This results in longer visit duration and a lower bounce rate. These two metrics are direct ranking factors.

The internal search gives you valuable information about your page visitors

The internal search provides shop operators with helpful information about site visitors. They gain insights into which products and topics interest the shop visitors. This is an important indication of a possible optimization (expansion, reduction, etc.) of the assortment. Multi-word entries are particularly helpful for shop operators. Search inputs like "blue knee-length dress" or "black silk blouse" reveal important product features for customers. These multi-word inputs can serve as a basis for optimizing product names and filter criteria. Shop operators also gain inspiration for new content (blog articles, newsletter articles, thematic worlds, etc.) and product articles.

The search function requires continuous optimization

Do not use multiple search areas like shop or magazine if your goal is for your shop visitors to also find and read content like blog posts. Modern search technologies take into account both product data and content and independently sort them. By merging all content on the website, the best possible user-friendliness is achieved. If you use multiple search categories, only part of the page is searched, not the entire page. This should be avoided.

Appoint a responsible employee for the quality of the search. Without an employee who continuously manages the internal search, optimizing it will be difficult. Get external help if necessary.

Also, ensure that your search technology can recognize synonyms and associate them with other synonymous terms. This is particularly helpful for regionally different uses of terms or terms that have become common in everyday language. Such terms can include notebook and laptop, power strip and extension cord, and battery and cell.

The eyes search too

Adjust your search technology based on usability aspects. According to several studies, most users expect internal search to be in the top right corner. Always place the search box at the top. All major online shops adhere to this tip. A quick check with six of the largest online shops in the German-speaking area found the following result: Zalando, Weltbild, and H&M place their internal search in the top right, while Amazon, Otto, and Conrad place it in the top center.

An important aspect is also the graphic design of the search. It should clearly stand out visually from other page elements. Use color deliberately. It is especially recommended to color the search button. You can use A/B testing to examine which color design results in the most searches. Choose a somewhat larger font. Also, pay attention to clear labeling ("Search," "Product Search," etc.) and integrate a call-to-action.

A small but effective measure is to automatically make the placeholder text ("search text," "enter search term," "search," etc.) disappear upon clicking into the search field. Nothing is more annoying for the user than having to manually delete the placeholder text first. Most users assume that the placeholder disappears when entering the search term and do not check the search field before pressing the search button. As a result, no suitable search results can be found.

The input must also be clearly legible for the user. Therefore, do not use light gray font or a font size that is too small.

Ensure your search technology offers autocomplete. This is particularly useful for products with somewhat difficult spelling. Your search technology should also be able to recognize and correct spelling mistakes or at least offer a "Did you mean" function. Always remember: Potential customers can only buy the products they find with you. If a user cannot find the desired product with you, they will likely look for it with the competition.

This is what the ideal search results page looks like

When optimizing internal search, do not forget the search results page. The presentation of search results should be tabular or grid-like. Supplement the product image with a short summary of the article. Add user product reviews if possible. For the product results page, the more the purchase barrier, the more important it is to provide the searcher with additional product information.

Limit the selection of search results. The larger the selection, the higher the likelihood that the user is overwhelmed by the variety of search hits (paradox of choice effect). To avoid this, you have several options to choose from. You can inform the user how many hits were found for the entered search term, providing transparency about the offered product range and creating a sense of perceived control by the user. Another option is to give the user the choice of how many search results they want to be displayed. A third option is to specifically encourage the use of the offered filter options.

Filters serve to narrow down search results. The advantage of filtering is that the searcher finds the desired product faster. The number of search results is significantly reduced, leading to higher relevance and clarity. The user is also relieved of the worry of having to click through countless search results pages before finding what they are looking for.

The selection and arrangement of filters depend on the assortment. Possible filters are price, brand, name, color, pattern, size, material, availability, popular products, etc. For optimal filtering, prioritize the criteria. The most frequently used sorting options should be placed at the top, with the less frequently used ones at the bottom. When designing and positioning the filter criteria, consider what sorting option site visitors expect or what you would sort by yourself. Also, ensure that all filters can be reset.

Connect your internal search with web analytics

To use internal search as a valuable information source, you must evaluate it regularly. Also, use the ability to activate internal search in analytics tools like Google Analytics. Good tools offer this feature. With this feature, a deeper evaluation of search results becomes possible.

Many search technologies also offer the possibility of content analysis, but the advantage of external analytics tools is that they provide you with all relevant data about your website at a glance. You not only see how many of your shop visitors use the internal search and which search terms they enter but also the temporal development, trends, and other important metrics such as at what point users use internal search and the total visit time when using the search function.

What we can do for you

The internal search is the Achilles' heel for many online shops. Much potential is wasted here, and potential buyers are irrevocably lost. But with relatively simple means, you can optimize your internal search and ensure that your site visitors do not turn to the competition. Do you need professional support in optimization? Contact us.