Internet Retailer 2006 Workshop Summary: Site Search

June 11, 2006
Filed Under Search Engine Marketing | Leave a Comment

Site Search: The Web’s In-Store Merchandising Tool
- 20-40% of online shoppers use search to find products (Forrester)
- 47% of searchers give up after one search

Insight: Users don’t care about searching, they care about finding. As such, search is one part of a “findability system”. Certain domains tend to be more searchable like books, CDs, jobs, clothing, etc.

Label – Best Practices
- Optional – better if button says “Search” rather than “Go”
- Filters and directionally suggestive

Input Field – Best Practices
- Eye catching and appropriate size
- Clearly visible, high contrast
- Do not put more than one input field per page

Button – Best Practices
- Non-optional
- Action-oriented wording
- Right next to input field
- Standard form element or image
- Make sure enter key works

Filter – Best Practices
- Only if it’s necessary, very useful or very commonly used
- Make options available
- Concise wording
- Limit number of advanced filters due to confusion

Be careful about going against common practices, titles, etc.

Simplicity is vital, do not clutter up the system!

Edwin Watts Golf – showed exponential growth in sales from simply fixing the search box – rags to riches story.