Results: Does Search Bar Size Matter?

Does Search Bar Size Matter?

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Difference Between Versions:

Version A – Larger search bar, doubled in size, shown on the homepage

Version B –  Smaller search bar, shown on the homepage


Key Performance Indicator (KPI): 

Engagement, Searches, Revenue


Test Goal:

Increase on-site searches and revenue

 

Traffic Source: 

Organic, direct, search, referral, paid, social, email, affiliate

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Test Run By

Elite SEM

Test Run For

Natchez

Test Run On

Optimizely

WINNING VERSION

A

Poll Results - The Best Guesses:

Does Search Bar Size Matter?

  • Version A
  • Version B
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Test Details:

Outdoor products and survival gear supplier, Natchez, offers thousands of products on its site.

To help shoppers easily select specific products of interest, the award-winning digital marketing agency, Elite SEM, was asked to optimize Natchez’s site.


Background & Testing Goal:

After conducting a data-driven analysis with Google Analytics and Hot Jar heat mapping data, the testing team found most shoppers used the site’s search function — even though the search bar was quite small.


Hypothesis:

The team expected increasing the size of the search bar — to make it more obvious — would encourage higher use of the site search function. With increased use, the team believed shoppers would be able to more quickly and easily find the products they were seeking, boosting revenue.

However, in case increasing the search bar size had a negative impact, the team tested the change only on the site’s homepage.


 

 

Poll Results - The Best Guesses:

Does Search Bar Size Matter?

  • Version A
  • Version B
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COMMENTS: Tell Us Your Thoughts.

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CarlaAngie TsaiAngie TsaiMike AtyeoAlex Recent comment authors
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Alex
Guest

What was the desktop/Mobile traffic split?

Angie Tsai
Guest

Hi Alex, this was only ran on desktop! When this test was originally developed, the search bar was within the mobile hamburger menu. We’re currently testing a mobile in-page search option right now.

Mike Atyeo
Guest

The importance of the search bar for Natchez probably derives in part from the quantity and nature of the products they sell: a large number of products, technical devices, with many brand names, variants and specific product names/numbers. Also on whether their potential customers have a good idea of what they’re looking for before they arrive on the site. Good that Natchez have spotted this! We’ve seen in our work with Cisco, for example, that with a large and technical product set, customers often find it easier and quicker to reach a product (e.g. ASR 1006-X Router) using search, rather… Read more »

Angie Tsai
Guest

Thanks Mike! You are correct — what’s particularly interesting is that we find a lot of product brand loyalty so a lot of users are searching by a brand or product series title. As for your work with Cisco, that makes complete sense. Do you find that users are searching by product to purchase or for product information?

Carla
Guest
Carla

Great analysis, Deborah. Thanks!

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