American Bridal conducted A/B testing for various changes to its site search, including enlarging the search box, putting the default cursor in the box on the home page, and using bold colors to highlight the search box. While each incremental change drove slightly increased search usage, the floating box – essentially a search toolbar that moves up and down a webpage to match visitors’ scrolling activity – quickly yielded the best results. For visitors using site search, revenue per visit increased an additional 34%, while average order value gained 24% in value, and the conversion rate of site search pages increased 8.75%.
"These excellent results showed us that our visitors find the floating search box helpful, not intrusive," Hawkins said. "It’s a great utility for our customers and helps us gain even more benefits from SLI’s site search." AmericanBridal.com uses extra space on the floating site search toolbar to offer discount deals or to promote sales, giving the company an additional way to merchandise to customers and increase conversions.
About SLI Systems
Nancy MacGregor Hill
SOURCE SLI Systems