Search users are different from browsers. They've already decided what they want, and they need the help of a well-designed search feature to find it.

When search fails, you lose something far more valuable than casual visitors. You lose customers with buying intent.

Baymard found that 56% of eCommerce sites have search usability issues. When users can't find what they're looking for, many assume the product doesn't exist. They don’t try a different search query; they leave the site.

A poorly implemented search feature is one of the worst discoverability problems an eCommerce site can have.

Your search bar’s effectiveness has a direct impact on conversion rate, average order value, bounce rate, and customer satisfaction.

Users who search typically convert at up to 3x higher rates than users who browse because they've already entered the buying phase of their journey. Every failed search is a failed opportunity to convert one of your highest-intent visitors.

French fashion retailer Gémo knew customers were using search to find products, but the experience wasn't helping them succeed. Search results often failed to surface the most relevant products, while common spelling differences and product terminology led shoppers to dead ends or poor results. Instead of helping customers buy, search had become another source of friction.

Gémo partnered with the SaaS company Algolia and used their search product to transform the experience with a new focus on relevance. The new experience used AI-powered ranking, synonym matching, and merchandising tools to ensure shoppers saw the products they were most likely looking for first.

The company also reduced "no results" searches by teaching the search engine to understand how real customers describe products rather than relying solely on exact product names.

After implementing the new search experience:

Intent. Customers who use search are trying to accomplish something. Every irrelevant result, empty search page, or buried product adds friction to one of the highest-intent moments in the customer journey. When search understands what customers mean, and not just what they type, it becomes one of the most powerful conversion tools on your site.

Imagine your eCommerce store receives 200,000 visitors each month. If 20% of those visitors use search, you have 40,000 high-intent shoppers. Your current search conversion rate is 3%, resulting in 1,200 orders with an average value of $85.

You take the same steps as Gémo to improve your site’s search experience. Without spending any additional money on new ads, you now have:

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