Search Bar Optimization
Our Challenge
Enable high-intent users to find exactly what they’re looking for—fast. Our goal was to streamline search interactions, identify content gaps, and guide users from query to purchase with minimal friction.
By optimizing the search experience, we aimed to transform a simple utility into a conversion-driving discovery tool that empowers users and surfaces the most relevant products with speed and clarity.
The Opportunity
Data analysis revealed a powerful insight: Users who engage with site search convert nearly 5× more often than those who browse.
This represented a major opportunity to improve overall site performance by focusing on search visibility, usability, and relevance. Every incremental improvement in the search experience had the potential to translate directly into higher engagement, satisfaction, and revenue.
The Problem
User research and testing uncovered several friction points, especially on mobile:
The search icon was easily missed, leading to low engagement.
The full-screen mobile search bar confused users and lacked contextual guidance.
Search previews did not pre-populate with popular or trending searches, reducing discoverability.
Many users assumed the auto-suggest results were complete and didn’t press “Go” or Enter, missing additional options.
Lack of educational content in search results created friction for users earlier in the buying journey.
The result? Missed opportunities, abandoned sessions, and lower conversion rates for users who were already motivated to purchase.
OUTCOME AT A GLANCE
💵 +$5.2M annual revenue increase
📈 13% higher conversion rate among search users
🔍 5× conversion rate compared to browsing sessions
🧭 Reduced friction and confusion across desktop and mobile search
⚡ One of the fastest UX-driven ROI lifts across the experience ecosystem
Our Solution
We set out to make the search experience intuitive, predictive, and visually engaging.
Guided by a mobile-first design strategy and real user data, we introduced key UX/UI improvements:
Converted the search icon into a visible search bar to increase entry-point discoverability.
Added “popular search” pills and generative search suggestions to guide exploration.
Included product tiles directly within results for faster decision-making.
Simplified the search layout width for improved scannability and reduced confusion.
Enhanced contextual CTAs and microcopy to improve navigation and engagement.
The result was a cleaner, smarter, and more helpful search experience tailored to user intent.
Results
After launch, the redesigned search experience delivered immediate results:
Conversion rates increased by 13% among users who interacted with search.
Daily uplift ranged between +9% and +17%, depending on user flow and device type.
Annualized revenue from search interactions grew from an estimated $1M to $5.2M.
By turning search into a more dynamic and helpful experience, we empowered users to act on intent faster—and created a more intelligent path to purchase that benefits both the customer and the business.
Final Results
Key Learnings
The success of Search Optimization reaffirmed the value of small, data-informed design decisions. But it also opened up deeper questions about user motivation and trust:
How might we better serve users seeking guidance or education rather than products?
How do we build credibility with users who have experienced poor retail UX elsewhere?
These insights now inform broader UX strategies across the site—ensuring that every interaction, from search to checkout, meets users where they are in their journey.