Hypothesis

What the Data Told Us

When analysing this client’s site search usage data, we noticed that users who used search were able to find the product they need, resulting in a conversion rate 54% above the site average. This indicated strong purchase intent among search users, suggesting that friction in discovery, not product-market fit, was limiting overall performance. Based on this data, we hypothesised that an open search bar will increase the conversion rate. By surfacing search proactively, we aimed to reduce effort and shorten the path between intent and action.

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Phone screen showing a jewelry app with search icon highlighted and text explaining current issue.
Smart phone showing search icon on mobile before (original)

A/B Test

What We Did

We tested the visibility of the search bar to ensure it was open an accessible on every page, which would encourage users to explore more products while also finding the exact product they need faster. On mobile specifically, hiding search behind an icon increases interaction cost, particularly for high-intent users seeking precision. Based on the site’s data along with previous tests completed with other clients, we were sure this would improve the site’s conversion funnel. This test focused on improving action proximity; bringing a high-performing navigation tool directly into the user’s natural eye line.

Smartphone displaying a jewelry app with a search bar on a peach background
Smartphone displaying a jewelry website with a search bar on a peach background, labeled 'Variant 1'.

The Results

This test ran for one week and showed a strong performance, with a +3.34% in Conversion Rate and a +9.93% in Revenue per Visitor. Additionally, Average Order Value increased by +6.37%, Add to Cart Rate by 3.35%, and Checkout Begin Rate by +4.4%.

The uplift across multiple funnel metrics suggests improved navigation clarity rather than isolated checkout optimisation. These statistics were excellent after one week of testing. Given the short test duration, the consistency of metric lifts strengthened confidence that the impact was behavioural rather than seasonal. This, coupled with previous wins utilising this test with clients, led us to set the variant live permanently.

  • 3.34%

    Increase in Conversion Rate

  • 9.93%

    Increase in Revenue per Visitor

  • 6.37%

    Increase in Average Order Value
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