An effective on-site search is considered as the key interaction point and also the heart of an e-commerce website. According to EConsultancy, when intending to find a right product, typically “up to 30% of visitors will use the site search box”, and each of them is showing a possible intent to purchase by entering product names or codes. That means, the more using on-site search, the more chance to bring products closer to prospective customers, as well as increasing the purchase rate of the website efficiently.
There is no magic! An effective on-site search itself is a good design based on studies of human interaction and psychology, which we will explore this with the insights below.
Facts and Figures
- 80% of consumers will abandon a site after a poor search experience.
- 8 seconds or less is all the time you have to help someone find what they want.
- On average, users who complete a search are 1.8x more likely to convert.
- In the case of detail-oriented products, while less than 10% of visitors may perform onsite searches, upwards of 40% of a site’s revenue came from them.
- Prospects convert at least 4x more than those who don’t use search functions.
- eConsultancy talks about cases where site search visitors are making up as much as 13.8% of the overall revenue.
Now, let’s see insights of effective on-site search in details.
1. Less effort required, more success gained
In 1954, Paul Morris Fitts discovered the Fitt’s Law that helps us estimating the human movement time in generally — more details about Fitt’s Law, flows this link https://en.wikipedia.org/wiki/Fitts%27s_law. Nowadays, by applying Fitt’s Law the companies located their on-site search cleverly so that people can make a quick interaction with it.
For example, to reduce the interaction time, Amazon.com increased the search box’s width and also put it close to the address bar. The result is, after entering the website address, people can reach the search box almost instantly.