A comprehensive guide to optimizing your search box

Back in 2005, the search box on amazon was a diminutive rectangle relegated to a corner of their home page. Today, there’s little chance of it being missed. The change in size and prominence reflects a transformation in the way people use e-commerce sites.

While once upon a time people were expected to find what they were searching for primarily through a site’s navigation menu, they’re now heading straight for the search box.

Most e-commerce businesses NEED a search function

Thanks to Google, Amazon and e-Bay, e-commerce sites rely on visitors who are becoming more adapt at using search functions to swiftly locate specific product or information they seek. Factor in massive technological improvements that make using search far more intuitive for customers – and way more useful for e-commerce retailers – and you can see why the search box is likely to be a must-have for your site.

What a search box can bring to your e-commerce business:

More sales and higher conversion

Visitors typically do not use the search function to casually browse your store; rather, they are in search of specific items or information. Implementing an effective site search capability not only enhances their shopping experience by enabling quicker access to desired products but also increases the likelihood of conversion and customer satisfaction.

A study of 21 e-commerce sites showed that visitors using search converted at 4.63% versus the websites' average of 2.77% – making it nearly twice as effective.

More confidence and knowledge

Customers who have a positive experience with your search feature are more likely to spend additional time on your site and return in the future.

Analyzing search data can provide valuable insights into consumer needs and behaviors. For instance, one clothing retailer observed that customers were searching for 'onesies' - a term that was relatively unfamiliar at the time. After conducting further research, the company decided to stock the item, incorporated the keyword into their search functionality, and subsequently generated over $90,000 in revenue.

Can your business prosper without a search box?

For e-commerce retailers with a single or limited product choices, a search box would be needless clutter. The lack of one doesn’t seem to have hurt US$550m mattress retailer Casper.

Even if your product range is extensive, featuring various sizes, styles, and colors, it is still possible to succeed without the commonly recognized magnifying glass symbol. However.…

Your navigation just has to be flawless

When navigation is truly exceptional, users often find it quicker to click on a recognizable link than to type in a search term and risk inaccuracies in phrasing or spelling. 'Window shoppers' are more likely to explore your offerings through menus and links rather than entering one product after another.

If you intend to rely solely on navigation, there are several critical guidelines to follow:

Put the navigation bar where people will immediately see it 

If you prefer it to run across the top, ensure it remains consistent across all pages, maintaining the same style, colors, and wording in the same order. Users dislike inconsistency.

Avoid being vague

Use descriptive and SEO-friendly terms such as 'Auto Accessories' instead of generic labels like 'Other.'

Limit your navigation links to seven

Research indicates that seven is the maximum number of menu items before users experience choice fatigue. Ideally, aim for six; five may be optimal.

Ensure users always know their location within your site

Since users may arrive on a sub-menu page from external sources, incorporating 'breadcrumbs' will help them orient themselves effectively.