A/B Test

What the Data Told Us

When conducting our standard weekly analysis of a client’s site, we travel through the site as a customer would, looking from an external point of view to determine any areas of friction. During one session for Jackson’s, we realised that there was no quick and immediate way for customers to find the product they want without going through collection and product pages. We noted that Jackson’s had no search bar implemented.

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Jacksons 28 Increase In Conversion Rate Before
Jacksons 28 Increase In Conversion Rate Before

Hypothesis

How the Test was Set Up

We hypothesised that a search bar may be beneficial overall, but mainly for returning visitors as they search for a product they’ve purchased in the past. Additionally, we wanted to implement Boost for advanced search functionality and typo correction. We set up an A/B test to determine the impact of implementing a search bar with the Original having no search bar and Variant 1 having a search bar.

Jacksons 28 Increase In Conversion Rate After
Jacksons 28 Increase In Conversion Rate After

The Results

We analysed the results after two weeks and found the most impactful results for returning visitors with a 28% increase in conversion rate, confirming that returning customers want to find what they’ve purchased in the past faster. To accompany this result, new visitors saw a 5% increase in conversion rate and overall, a 9% increase in conversion rate was displayed. These results indicated the impact that a search bar can have on a site’s conversion rate.

Based on these results, we implemented Variant 1 permanently.

  • 9%

    Increase in Conversion Rate Overall

  • 5%

    Increase in Conversion Rate for New Visitors

  • 28%

    Increase in Conversion Rate for Returning Visitors
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