Curious about how important site search is for e-commerce? Look no further. We compiled some of the most interesting and important statistics about site search, and its direct or indirect impact on critical e-commerce KPIs.
Without further ado…
Site search: the door to your e-commerce property
64% of people use search to address the “I-want-to-buy-moment”
43% of users on retail websites go directly to the search bar.
34% of users tried to search for non-product content.
39% of purchasers are influenced by a relevant search.
12% of users will bounce to a competitor’s site after an unsatisfactory search.
The frustration involved in the overall product search experience results in an unacceptable level of churn and burn: to the tune of 68%, according to Forrester.
20% of people who used search went on to refine their searches (submit another search) and 21% exited the website from the search results.
61% of all sites perform below an acceptable search performance that is misaligned with user’s actual search behavior and expectations (and 15% have a “broken” search query type performance).
72% of sites completely fail site search expectations.
Clearly, we need better e-commerce search engines.
When done right, site search makes conversion rates soar
Conversion rates nearly doubled from people who used on-site search and found what they were looking for.
Amazon’s conversion rate shoots up 6x when visitors do a search (2% → 12%). Walmart’s 1.1% conversion rate goes to 2.9% with a search, a 2.4x boost. For Etsy, site search boosts conversions at 3x.
Conversion rates through site search can be up to 50% higher than the average.
Desktop conversion rates are 2x higher for retailers with advanced search vs. basic search capabilities.
Case studies have shown increased conversion rates of 43% from site search optimization.
[Search] visitors converted at 4.63% versus the websites’ average of 2.77%, which is 1.8 times more effective.
50% of retailers said that they saw an increase in revenue as a direct result of site search technology. (and that was dramatically higher at 93% for companies with advanced site search).
Autocomplete can boost sales and conversions by as much as 24%
On some sites, searchers account for roughly 40% of total revenue.
See how Lacoste increased their conversion rates by 37% using site search
Top KPIs for e-commerce search
53% of retailers with advanced search capabilities have defined KPIs for site search versus only 13% of those with basic site search.
In 2018, KPIs impacted most by site search were revenue per visit (52.4%), time on site after search (51.5%), and highest bounce searches (39.8%).
Most common site search KPIs in 2020 are: conversion rate from search, click-through rate from search terms, and eliminating searches that return zero results.
Personalization and e-commerce search
59% of online shoppers believe it is easier to find more interesting products on personalized retail stores.
When personalization and proprietary customer data are integrated, revenue increases by 6% to 10%.
48% of consumers spend more when their experience is personalized.
59% of customers say tailored engagement based on past interactions is very important to winning their business.
Personalization, relevance, and filtering/faceting were top 3 site search features with biggest benefits for business.
51% of consumers say they are more likely to make a purchase from a brand if the content is personalized.
See how Decathlon saw a 50% increase in conversion rate for personalized search queries.
Mobile e-commerce search
In “I-want-to-buy” moments, most used device is mobile at 65%.
Mobile app shoppers spend 20x more time shopping than website users.
53% of mobile users leave a website that takes longer than three seconds to load.
Better UX increased mobile contribution to sales by 50% for Cdiscount.
Better UX increased mobile traffic by 20% and mobile revenue by 80% for ClubMed.
52% of voice-assistant users say they use voice tech several times a day or nearly every day, compared to 46% before the COVID outbreak.
Roughly 36% of consumers have smart speakers.
91% of companies are making significant investments in voice.
76% of surveyed companies reported achieving measurable benefits from voice and chat initiatives.
40% of millennials research products through voice before purchasing.
71% of users would prefer to search through voice than use a keyboard.
Nearly twice as many U.S. adults have used voice assistants in the car (114 million) as through a smart speaker (57.8 million) outside of it.
Despite conversion potential, only 15% of companies have resources dedicated to optimizing site search, and only 7% of companies report learning from site search data and using that data in other areas of their business.
But those are also the companies with dramatically better KPIs.