Customers who use a search bar will naturally have a higher purchase intent as they know what they’re looking for. Additionally, our client had high levels of engagement with the search bar. Our hypothesis was that by exposing the search bar on mobile, the mobile shopping experience would be easier and conversion rates, along with other revenue-attributed metrics, would increase.
The Results
An interesting insight emerged when conducting a detailed analysis of the test results. The search bar is primarily used by returning new visitors. This is likely because returning visitors already understood the complex nature behind the brand and the type of products they were looking for. According to Google Analytics 4 data, while returning visitors only made up 23% of visits, they made up almost half of the revenue at 43%. As a result, we saw these incredible results for returning visitors.
