How 13% of Website Visitors Drive 31% of Revenue: The Power of Site Search and Insights from IMRG’s Ecommerce Study

What if there was a hidden goldmine of opportunity within your website that’s often overlooked? Despite being used by just 13% of website traffic, site search contributes a staggering 31% of total ecommerce revenue. This means that customers who engage with site search are disproportionately valuable. Their conversion rate is an impressive 6.8%, far exceeding the overall website average of 2.8%. Why does this small segment of users perform so well?

The answer lies in intent. Site search users often visit your website with a specific goal in mind. They know what they want and are actively seeking it. This heightened intent translates into more engaged browsing sessions and a greater likelihood of completing a purchase. By understanding and catering to this group, retailers can unlock immense revenue potential.

However, achieving this level of success requires a well-optimized site search experience. Poorly designed search features can lead to frustration and high exit rates. The industry average for site search exit rates is 25%. Falling below this benchmark is a sign that your search results are meeting customer expectations—a critical factor in keeping them engaged.

Understanding Shopper Search Behavior

IMRG’s data reveals insight into search behavior: the majority of search terms (approximately 80%) are product-type searches (e.g., “pillows” or “desks”). Only 20% of search terms are specific brand or product names. This highlights the importance of having a robust taxonomy and product tagging system to ensure customers can easily find the types of products they’re looking for. Retailers should also consider seasonal trends—“slippers” was the most searched term during the January to March 2022 period, emphasizing the need to adapt to customer needs throughout the year.

Explore how Klevu’s AI Site Search can help you improve product discoverability with precise search algorithms and dynamic product recommendations.

Spending Habits: Do Site Search Users Spend More?

While site search users have a higher conversion rate, their average order value (AOV) remains nearly identical to that of non-search users. The study found an AOV of £95 for site search users versus £96 for non-search users. This suggests that the primary value of site search lies in its ability to convert browsers into buyers, rather than encouraging larger transactions.

Still, the disproportionate revenue contribution from site search users—31% of total revenue from just 13% of traffic—is a testament to their higher likelihood of making a purchase. Retailers looking to maximize their revenue should prioritize features and improvements that cater to this high-performing segment.

Enhancing Engagement with Search Autocomplete

Retailers with open search bars—those that are always visible and ready for use without requiring a click—consistently report higher engagement rates. 

But visibility is just the start. Features like autocomplete and pre-search recommendations take the experience to the next level. Autocomplete not only saves time but also steers shoppers toward popular or trending products as they type. Meanwhile, pre-search recommendations act as digital shop assistants, surfacing seasonal best-sellers or high-margin items even before the customer types a word.

Discover the capabilities of Klevu’s Search Autocomplete and how it simplifies the customer journey.

Prioritizing Site Search Over Navigation

When weighing improvements to site search versus navigation menus, the choice is clear. Although 18% of traffic uses the navigation menu, its conversion rate is only 5.2%, lagging behind site search’s 6.8%. IMRG recommends focusing on on-site search, which offers a higher return on investment and better serves high-intent customers.

The Journey Through the Conversion Funnel: Site Search’s Superiority

IMRG’s study reveals that site search users outperform general website traffic at every stage of the conversion funnel:

• Product Page Views: 60% of site search users view a product page, compared to 55% of general traffic. This indicates that site search is effective in guiding customers to relevant products.
• Add-to-Basket Rate: Site search users are far more likely to add items to their cart, reflecting their higher purchase intent.
• Checkout and Purchase: Site search users proceed to checkout and complete purchases at significantly higher rates than non-search users.

These statistics underscore the value of site search in driving conversions by guiding customers smoothly toward completing their purchases.

Key Takeaways for Retailers and Ecommerce Managers

1. Make Site Search a Priority: Site search is more than a convenience; it’s a cornerstone of a successful ecommerce strategy. With its outsized contribution to revenue and conversions, this should be your first focus area. Schedule a demo to explore how you can make it happen!
2. Refine Your Search Functionality: Features like open search bars, autocomplete, and pre-search recommendations are small tweaks that deliver big results. Make your search bar user-friendly and accessible for the best outcomes.
3. Focus on Product Types: Since 80% of searches are for product types rather than brands, your taxonomy and tagging need to guide users to the right products effortlessly.
4. Monitor Exit Rates: Keep an eye on your site search exit rate. A lower-than-average rate (25%) is a good indicator that your search results are meeting customer expectations.
5. Prioritize Site Search Over Navigation: If resources are limited, invest in site search optimization first. Its superior conversion rate compared to navigation menus means a higher ROI for your efforts.

Looking Ahead: The Future of Site Search

As part of Klevu’s solution provider membership with IMRG, we have exclusive access to this valuable data, enabling us to provide insights that can transform your ecommerce strategy.

Retailers who invest in robust, AI-driven search functionality are positioning themselves for long-term success. By leveraging insights like those shared in IMRG’s study, you can anticipate customer needs, enhance their shopping experience, and ultimately boost your bottom line. Klevu’s AI-powered solutions can help you create a smarter, more intuitive search experience that drives conversions and delights your customers. Contact us today to learn more.