Conversion Optimization: The Internal Search Function

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

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

However, according to a study by onlinehaendler-news.de, only one in three is satisfied with the displayed results. This indicates that store operators still have a lot to catch up on.

What users expect from internal search

User expectations for the internal search function of online shops have grown significantly. Internet users are used to receiving quick and precise results from major search engines. These search engine providers are also working to become more of an answer machine, thereby reducing the number of required search queries. Internet users find the desired information with fewer page views and search results pages.

This has the consequence that the search experience at search engines is increasingly transferred to internal search. Users who are used to finding the desired information immediately at search engines expect the same from internal search. This means for shop operators that only those who can offer a sophisticated search can convert site visitors into customers.

A good search function thus has a direct impact on visitor satisfaction, revenue, and conversion rate. Nevertheless, many online companies attribute only a subordinate value to internal search, since it does not generate external traffic. However, it is often forgotten that internal search can indirectly contribute to increasing sales.

Internal search as an indirect ranking factor

What only a few shop operators are aware of: Internal search is an indirect ranking factor. Although it does not directly affect a website's ranking, it influences direct ranking over detours.

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

Internal search provides valuable information about your site visitors

Internal search provides shop operators with useful information about site visitors. They gain insights into which products and topics the shop visitors are interested in. This, in turn, serves as a crucial clue for possible optimization (expansion, reduction, etc.) of the product range. Particularly helpful for shop operators are multi-word entries. Search entries such as "blue knee-length dress" or "black silk blouse" provide information about the product features that are important to customers. These multi-word entries can serve as a basis for optimizing product descriptions and filter criteria. Shop operators also receive inspiration for new content (blog articles, newsletter articles, themed worlds, etc.) and product articles.

The search function requires continuous optimization

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

Appoint a responsible employee accountable for search quality. Without an employee who continuously attends to internal search, its optimization becomes challenging. Get external help if necessary.

Also, ensure your search technology recognizes synonyms and can associate them with other equivalent terms. This is especially helpful with regionally different term usages or terms that have entered common language. Such terms can be notebook and laptop, multi-socket and power strip, as well as battery and cell.

The eye searches with you

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

An important aspect is also the graphical design of the search. It should visually stand out clearly from other page elements. Use color purposefully. It is particularly advisable to color the search button. You can determine through A/B testing which color design results in the most search queries. Choose a slightly 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 have the placeholder text ("Search text", "Enter search term", "Search", etc.) automatically disappear when clicking in the search field. Nothing is more annoying for the user than having to manually delete the placeholder text. Most users assume the placeholder text will disappear when entering the search term and no longer check the search field before pressing the search button. The result is that no suitable search results can be found.

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

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

This is what the optimal search results page looks like

When optimizing internal search, do not neglect the search results page. The display of search results should be in a table or grid format. Complement the product image with a short summary of the article. If possible, add other user product reviews. For the product results page, the rule is: The greater the barrier to purchase, the more important it is to provide the searcher with additional product information.

Narrow down the selection of search results. The larger the selection, the higher the likelihood that the user will be overwhelmed by the multitude of search hits (paradox of choice effect). To avoid this, you have several options. You can inform the user of the number of hits found for the entered search term. This creates transparency about the offered product range and leads to a perceived sense of control on the user's part. Another option is to offer the user the choice of how many search results should be shown. A third option is to encourage the use of the available filter options.

Filters serve to narrow down the search results. The advantage of filtering lies in the faster location of the desired product by the searcher. The number of search results is significantly reduced, leading to higher relevance and clarity. It also removes the concern of having to click through countless search result pages before finding what is sought.

The selection and arrangement of filters depend on the product range. Possible filters include 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 less frequently used options below. When designing and positioning the filter criteria, consider which sorting option the page visitors expect, or how you would sort yourself. Also, ensure 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. Use the option to activate internal search in analytics tools like Google Analytics. Good tools offer this function. This feature allows for an in-depth analysis of search results.

Many search technologies also offer the possibility of a content analysis, but the advantage of integrating external analytics tools is that all relevant data for your website is accessible at a glance. You not only see how many of your shop visitors use internal search and what search terms they enter, but also the temporal development, trends, and other important metrics, e.g., where users utilize internal search and the total visit time with the use of the search function.

What we can do for you

Internal search forms the Achilles' heel for numerous online shops. Here, a lot of potential is wasted, and potential buyers are irrevocably lost. However, you can optimize your internal search with relatively simple means and ensure that your site visitors do not turn to the competition. Do you need professional support for optimization? Contact us.