E-commerce and Website
The Site Search Bar Has Features That Impact Sales
If your website is indexable and optimized for search engines like Google, you probably get visitors who are genuinely interested in what you offer. But do they actually find what they’re looking for when browsing your pages? We know that some users visit a site without a specific goal, just to explore the content. Others, more decided, are searching for something specific—whether it’s information, products, or services. In either case, when users don’t know exactly where to find what they’re after, it’s common for them to turn to the search bar and type in some keywords.
That’s probably no surprise to you—after all, most websites offer a search field so users can find what they need. But here’s the real question: Are you using your site’s internal search feature as a tool to boost sales? If not, consider analyzing the terms your visitors are searching for and using those insights to improve your site’s internal search.
Let’s explore actions you can take to improve the internal search area of your site, helping potential customers find what they want. But first, keep in mind that the search bar must be clearly visible to the user—without too many clicks to access it. If visitors have to click through menus just to find the search bar, they might give up and go to another site.
Your website’s internal search feature generates valuable insights into user behavior and preferences. Through this feature, you can analyze how users search and what topics, products, or services are most sought after—opening the door to personalizing your results.
To start, compare the keywords used with the results they returned to determine whether users found what they were looking for. Pay attention to how the search was phrased, whether the suggested page actually addresses the need, and whether your site can provide more accurate or helpful responses.
You’ll likely discover some inaccurate or nonexistent results due to spelling mistakes, others due to poor indexing of certain pages, and sometimes even due to users struggling to express what they need. Understanding these variables will help you develop ways to make it easier for these users to find the right information or product.
To avoid frustrating experiences caused by typos or misspellings, it’s important to account for minor typing errors as well as the way words are spoken (not just how they’re written). Google, for example, will return results for the correct spelling of a word if the typed version isn’t recognized but has a similar match. The same goes for phonetically typed terms.
So, adding these capabilities to your internal search tool will help more people get accurate results and find what they need—ultimately increasing your chances of making a sale.
Autocomplete is a major asset for users—it saves time, helps when they’re unsure about a term, and makes typing easier. This is especially helpful for mobile users (which is most of them, especially in e-commerce), where fewer clicks means a higher likelihood they’ll stay on your site.
What’s more, you can configure your search tool to suggest your most popular products or even highlight specific items you want to promote. This feature also helps guide users who are still exploring options or gathering product information.
In your initial analysis of search queries and results, you’ll come across some searches that don’t return any results because they’re unrelated to your business. But you’ll also find cases where the user is looking for something you do offer—but your content isn’t organized in a way that lets it be found that way. That’s your opportunity to review your site’s content, improve indexing for those specific topics, and make necessary adjustments.
There are also times when users are searching for something your business truly doesn’t offer. In those cases, configure your search tool to suggest alternative options. Often, a well-chosen suggestion can satisfy the customer and lead to a sale!
If you need help getting the most out of your website or online store, our team is ready to assist. Not just with internal search tools like the one we discussed today, but with the functionality of your site as a whole. Get in touch with us!
By Joana Kerr
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