On-Site Search vs. Browse/Navigation

October 29, 2018

Two of the core elements of most ecommerce sites selling more than a handful of products are: On-site search, and product browsing/navigation.

These elements are the topic of this week’s #ecomchat, and – more specifically – how they can be used to ensure customers are served in such a way that it increases revenue.

In general, On-site search is used by 5-15% of sessions on mid-sized sites, category browsing usually slightly higher. When looking only at sessions where users successfully purchase, both are much more common (not unusual for example to see on-site search used in 5% of sessions, but 15% of buying sessions). Therefore: A) they play an important part in actual buying journeys for customers, B) they are important for retailers in bringing in revenue.

As ever, there are 3 conversation starter questions:

  1. What are the elements that should be included in an on-site search experience that make it more likely to result in sales?
  2. What should ecommerce sites include in the browsing and navigation experience to increase revenue?
  3. Who should retailers look to in this area? Who does ‘search’ well from a revenue point of view, and who does ‘browsing & navigation’ well?

Join us at 1pm UK time on Monday 29th October and do share this post either on Twitter or via email with anyone you think would be interested.

Thanks, Dan & James.

p.s. If you’re wondering “what’s this about?” there is a page explaining all just here.

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