9 Ways to Drive More Visitors to Search — and Convert — During the Holidays
Successful online retailers know that site search is a critical conversion-generating e-commerce feature. In many cases, site search users, while accounting for roughly one-third of all site visitors, generate more than half the revenues. If your site isn't seeing this kind of return from your site search, it might be time to make some improvements. After all, the holidays are just around the corner and this year promises to see even more spending online than in years past.
To ensure that you get a healthy share of those holiday sales, you need to enhance the search experience on your site to deliver relevant results in a way that engages your visitors. But to get there you need more people using your search box. Since site search users are more likely to convert, make enhancements to this feature now so you have time to perform some testing beforehand. You want the site search box to be delivering optimal results. Here are some tips to try, taken from our "Big Book of Site Search Tips:
1. Make your search box big and easy to spot. While most online retailers put the search box in the upper right-hand corner of the page (which is where visitors typically go to find it), if it doesn't stand out many visitors may just bypass it. Getting more people to use search can help your bottom line. Research shows people who use site search convert two times to three times more often. Some marketers have conducted A/B tests and found that a bigger, bolder box is generally used more by visitors, and some have even taken the extra step to put "Search Here" or similar text — again, in bold typeface — to encourage more search users. If you want more people searching your site, start by highlighting the search box.