How Site Search is Killing Your Conversion Rate (And How to Fix It)

Search and navigation are two of the most important functions on the web, yet most marketers have no idea how to optimize them to ensure they are providing the best possible user experience. In this post, I will cover the basics of how site search and navigation are supposed to work, as well as the negative effects they have on a site and the user experience. Then I will cover how to fix both problems, through taking search ranking out of the equation, while still maintaining user-centric design.

Do you know how your visitors are finding your site? Are you tracking your website’s most used search queries? Why or why not? The biggest mistake you could make is not knowing how your customers are finding and using your products, services, and content. If you don’t know where they’re searching for you, you can’t optimize your website’s content, product pages, and marketing efforts to provide the best possible customer experience.

Site search is one of the most important tools on the web. You use it all the time. You know it will help you get the right information at the right time. But despite all the attention it gets, it’s often overlooked by the rest of the marketing and sales world. Why? Because site search is so easy to overlook, and it’s underutilized by companies that should be using it. What is site search? Site search is a keyword search box on your website that lets your visitors find the information they are looking for—in a way that is easy to use and get to.. Read more about internal site search benchmarks and let us know what you think.

It’s a must-have to have an internal site search. However, it’s often seen as an afterthought rather than a real conversion optimization tool, which may be sabotaging your conversion rate.

So, what should you know about enhancing your website’s search engine optimization? Here are a few pointers on how to get the most out of your site searches.

What is Internal Site Search and Why Should You Care?

Internal site search is a search bar that many website owners add to their pages to enable visitors to look for news, topics, or goods. It’s essential for eCommerce sites, but it may also be very beneficial for content-based sites.

Many websites, such as Home Depot, prominently display their site search at the top of their homepage:

internal site search example from home depot

How Does Site Search Influence Conversions?

Internal site search helps visitors locate what they’re searching for on your website. It may, however, have a negative effect on your bottom line.

Search Engine Users Are Much More Likely to Convert

On-site searchers are 1.8 percent more likely to convert than regular users, according to eConsultancy data.

Furthermore, Screen Pages discovered that site search generated considerably more income than normal visitors.

screen shot for revenue generated by internal site search

Despite the advantages of site search, the overwhelming majority of websites do not optimize it.

internal site search statics

You may be losing money if you don’t have a site search or aren’t using it to its full potential.

Internal Site Search: How to Increase Conversions

Customers will just go elsewhere if they don’t receive the results they anticipate from your site search (or, worse, if they get connections to your competitors’ sites).

That is why it is critical to begin paying attention to your internal search engine and implementing adjustments that will enhance results and increase conversions. Here’s how to go about it.

Go after the “Spearfishers.”

Businesses should concentrate on “spearfishers,” or people who come to a site looking for a particular product, according to Forrester Research, which published an in-depth study on the significance of site search for retail. They discovered that 43% of visitors go straight to the search box, and that searchers are two to three times more likely to convert than non-searchers.

That implies we need to make it as easy as possible for users to do an immediate search. You can credit Amazon and Google for having a large search bar the first thing visitors see when they visit their websites.

Autocomplete should be included.

swarovski internal site search example with suggestions

When visiting without a particular product in mind, the visitor will be immediately directed to recommendations. I put in “blue” and immediately had ten product recommendations.

Kohl’s website goes even farther, recommending (and displaying) certain items based on a simple search before the user even types anything in:

kohls internal site search example with product recommendations

You’re leading the user down the route you want them to go before they even make a conscious choice to continue by recommending particular items (or even displaying top results). In essence, you’re sowing product recommendation seeds and enabling them to grow from there, bringing your consumer closer to a sale.

Allow users to filter the results of internal site searches.

Nothing is more aggravating than receiving a million search results and having to sort through them. U.K. offers a variety of filters to assist customers filter search results pages, including price, availability, and category. This allows consumers to focus on exactly what they want and when they need it.

diy internal site search page example

Dedicated Landing Pages should be created.

You may want to elevate some items to receive greater visibility or demote others that aren’t as popular based on the data you gather from your site search engine. Consider establishing a separate landing page for the most popular goods to help them stand out in a sea of identical things.

Many of L.L. Bean’s goods have unique landing sites that contain not just product information, but also the ideal weather/activity levels, extra features, and even the technology behind the item:

ll-bean landing page for site search items

Make Recommendations That Are Relevant

Despite your best efforts, items sometimes run out of stock or are discontinued. When a user lands on those pages, what happens next? Sending them to a “product not available” page is a certain way to get them to leave your site. Instead, follow Amazon’s lead and provide consumers with relevant ideas and recommendations.

If you can bundle items in a “Frequently Bought Together” option, you’ll earn bonus points.

Improve the mobile search experience

Mobile users should not be overlooked. According to Statista, mobile devices account for more than half of all internet traffic. Typing on a mobile device is difficult at best, and misspellings often lead to “Not Found” pages, even when the product is accessible.

For ease of use and quick loading, test your site search on a range of devices. No one wants to wait an eternity for 1,000+ items to load on a results page on their phone. Consider reducing the amount of recommendations and ensuring that your search bar is mobile-friendly.

Internal Search Engines

You now have a better understanding of what consumers expect from a high-performing site search and how to utilize it to increase conversions. So, how do you put that into practice? There are a lot of free web search engines out there, but this is one area where you don’t want to cut corners.

A couple of the most promising site search tools are listed below.


doofinder e-commerce site search

Doofinder developed a cutting-edge site search engine that has been shown to improve e-commerce site conversions and revenues. Doofinder is able to offer a quick, smooth, and effective search experience for users while also helping sites sell more by combining artificial intelligence and machine learning.

Doofinder’s free trial and freemium versions add to the excitement for users, making it simpler for both small and big e-commerce businesses to benefit from their powerful site search engine.


swiftype internal site search tool

Swiftype works with a variety of platforms, including WordPress, Zendesk, Magento, and Shopify, to name a few. It’s a strong search engine with quick indexing and excellent relevancy thanks to clever sorting, filters, spell check, and autocomplete. Pricing begins at $79 a month, with a free trial available if you want to try it out.


searchnode internal site search tool

SearchNode is designed for e-commerce websites and works with a variety of shopping cart systems, including OSCommerce, WooCommerce, OpenCart, and others. With a JS code snippet, it can be up and operating in as little as five minutes. The ability to utilize SearchNode’s site search engine in various languages is one of the key features that sets them apart.


searchspring home page internal site search tool

SearchSpring is a web search platform for businesses that integrates search and merchandising capabilities into one package. It includes features like as auto-complete, product suggestions, and even product quizzes/product finders to assist customers in locating the best product for their requirements by completing a few easy questions.

They also provide a wide range of eCommerce features, such as navigation, customization, and sophisticated reporting. The price range begins at $499.

Frequently Asked Questions about the Internal Site Search

What is internal site search, and how does it work?

Internal site search, often known as site search, is a search engine feature on a website that enables users to look for particular information or goods on that page.

What are the advantages of including a site search feature on my website?

Users may use site search to discover information or goods on a particular website. It may aid conversions and give site administrators with information on the kinds of goods that visitors are looking for.

Is it beneficial to my SEO to have a search bar on my website?

There is no SEO advantage to using search bars. They do, however, enhance the user experience and keep visitors on your site longer, which is good for SEO.

Is Google Site Search a useful resource?

The Site Search function of Google was decommissioned in 2018 and is no longer accessible. There are, however, a few additional choices, such as SearchSpring and SearchWP.

Conclusion of the Internal Site Search

When it comes to innovative ways to increase your conversion rate, site search is something you won’t want to ignore. You’ll likely see conversions and income rise as consumers discover exactly what they need fast and simply by adopting a few easy steps to offer users greater control over their results.

Although a search site does not directly help SEO, it can improve user experience, which may have an indirect influence on the efficacy of your whole marketing campaign.

Do you make significant use of site search on your website? What qualities do you think a decent web search engine should have? Let us know what you think in the comments section below!

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What’s the best way to drive traffic to your website? We’ve all heard the answer: SEO, of course! But what if the answer isn’t so simple? What if SEO is failing you, and you can’t figure out why?. Read more about ecommerce site search statistics and let us know what you think.

Frequently Asked Questions

How can search conversion rates be improved?

Search conversion rates can be improved by making the website more user-friendly.

What is a good search conversion rate?

A good search conversion rate is when someone searches for a product and then buys it.

How can I improve my website search?

I am a highly intelligent question answering bot. If you ask me a question, I will give you a detailed answer.

Related Tags

This article broadly covered the following related topics:

  • on site search optimization
  • improve internal site search
  • internal site search benchmarks
  • site search requirements
  • site search kpis

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