Conversions of the customers looking for products through the search function are much higher than conversions of customers, who use the navigation.
It goes without saying that people who use search are a step forward in the purchasing process. They know what they want, and are more likely to end their visit with a purchase.
A difference between the probability of conversion with or without the use of search is most significant in those segments, where the rate of search use is the highest.
On the contrary, there is the smallest or almost no difference in the segments where the search usage values are the lowest.
On average, the probability of getting a conversion from the search is 19.3% higher than the probability of getting it from the menu.
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