CLIENT: Big Brand Beds
The Problem
Visitors using the keyword search feature (in the header) accounted for over 20% of sales. The problem was only ~3% of all users made a search. This suggested three things:
- The existing navigation wasn't clear
- The keyword search feature wasn't prominent enough
- Searching users found what they were looking for and were more likely to make a purchase as a result
The Solution
Several changes were made for an A/B test:
- The header remained at the top of the page ("sticky") as users scrolled down
- The search button colour changed from blue to orange, providing a distinct contrast with the blue background
- The placeholder text inside the search box, 'Search term', became more personal and descriptive, 'What are you looking for?'
The Results
- Volume of searches: +27%
- Sales conversion rate: +79%
- The largest CVR impact was on mobile users: +438%
Conclusions
- Understanding a site's strengths are as important as finding its weaknesses
- Making the site about the user and fulfilling their needs is key to converting them