This study assesses the gap between consumer expectations of retailers’ on-site search and the reality of their capabilities. It uses an exploratory survey of 1,500 British customers to gauge demand, followed by the SHIFT On-Site Search Score, a bespoke test that ranks the ability of 40 British retailers to serve visitors across a variety of metrics.
By the numbers
- 2 in 3 British consumers use website search as their first port of call
- 60% stop buying from a brand if they have a bad experience with on-site search
- 32% go straight to a competitor’s site if an on-site search returns no results
Despite search-minded shoppers landing on their sites, retailers are breaking their trust and expectations with poor search. In a best-case scenario, it lowers average order values among even the most loyal consumers; at its worst, it blocks potential sales, prevents the acquisition of new customers, and hurts reputation via word of mouth.
In this report
1,500 UK consumers polled
This report asked 1,500 internet-savvy consumers ten questions about their search habits on retail websites, resulting in some eye-opening findings that should frame any brand’s approach to on-site search.
40 companies ranked
The bespoke SHIFT On-Site Search Score grades the retail sites of 40 web-only and omnichannel companies, establishing the best and worst-performing brands across five disciplines and ranking each one in a final table.
Best practice insights
Each of our five areas of on-site search is broken down into best-practice articles, identifying both best and worst practice to help retailers understand how they can make the best improvements to offer the best customer experience.
The SHIFT On-Site Search Score
The SHIFT On-Site Search Score assesses the gap between consumer expectations of retailers’ on-site search and the reality of their capabilities.