Many Australian SMEs overlook a powerful tool already built into their websites: site search. We often see businesses investing heavily in driving traffic, but not enough attention is paid to what happens *after* someone lands on their site. A well-optimised site search can significantly improve conversion rates – turning visitors into customers. It’s not just about having a search bar; it’s about how effectively it helps people find what they’re looking for.

Here’s what we’ve observed regarding the impact of site search on conversions:

• Intent Signals: Users who utilise site search are demonstrating high purchase intent. They know what they want, and they’re actively looking for it on your website. This means they’re further down the sales funnel than someone browsing general categories.
• Reduced Friction: A good site search removes friction from the buying process. Instead of navigating through multiple pages, customers can quickly pinpoint the products or information they need. This is especially crucial on websites with large inventories.
• Improved User Experience: Effective search functionality enhances the overall user experience. Features like autocomplete, suggested searches, and ‘no results’ messaging (with helpful alternatives) show customers you value their time and effort.
• Data-Driven Insights: The search terms people use provide valuable insights into customer needs and preferences. Analysing this data can inform product development, content creation, and even broader marketing strategies. For example, frequent searches for “blue running shoes size 9” tell you there’s demand for that specific item.

We’ve found that businesses with optimised site search often see conversion rates increase by 5-15%. This isn’t a guaranteed number, of course, and depends on factors like website design and product range. However, the potential uplift is substantial. Ignoring site search is essentially leaving money on the table.

To maximise your return, we recommend starting with a simple audit of your current site search functionality. Is it easy to find? Does it deliver relevant results? Are you tracking search terms? Understanding these basics is the first step towards unlocking a significant boost in your website’s performance. Consider A/B testing different search features to see what resonates best with your audience.