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I spent some time evaluating search boxes and their functionality, trying to come up with a list of best practices in use by Internet Retailer’s (IR) Hot 100 e-commerce websites to determine how these successful sites stand up to my challenge. Having never truly pondered the best practices that one might employ for the familiar white space found on most sites, I came up with a list of criteria and used this list as a framework to quantify IR Hot 100 sites on their best behaviour. Values were assigned to each feature to determine total values overall, where a site could score up to 21 points.

1. Incorrect Spelling in data entry for search:  If I’m searching for something that is difficult to spell, or if I type too quickly into the search field, will my search be a success?

2.”Did you mean?“:If I do misspell the product I’m searching for, does the site ask if I meant something that is currently available? Does it go a step further by suggesting products without even asking the question? Does the site best use the space available by suggesting products/providing alternatives despite my ability to accurately enter data?

3. Specific color searches:If I decide I’d like to dress as Dorothy from “The Wizard of Oz,”can I search for “Ruby Slippers”? Can I save time searching for something I need to purchase that must be a specific color?

4. Type-ahead: If I am looking to purchase a flat-screen television, I might be also inclined to purchase a swivel wall mount or other companion products. Does the site enable my consumerism and anticipate my needs? When I type one item I’d like to purchase, does it suggest items that I don’t yet know I want?

5.”You might also like“: This feature is usually observed farther along in the user experience, and can usually lives within the product detail page. Is there additional value in adding this feature one step earlier, by implementing its use within the search result page?

6. Product # search: If I know the specific product ID# or SKU, can I enter that number and find the tomato planter of my dreams?

Some hits on the list:

Amazon.com: While I was hoping that a lesser known site would take top honors, the fact remains that Amazon continues to dominate in best practice. According to my rubric, the internet retail giant has the perfect search box with all the ideal functionality. Scoring 21 out 21 points, Amazon clearly understands the value of white space, and what they can implement and suggestively sell in many scenarios. With such a commitment to best practices, it’s no surprise that they are the largest online retailer, with nearly three times the sales revenue of the next runner up.

SkyMall, Lands’ End, JTVWatches and eBags are also in good company, scoring 19 out of 21 points.

Some misses:

As sound as the top sites chosen by IR might be, for the purposes of this study, I found some sites that could use some enhancements.

Vista Print and Sam Ash Music: These sites have NO search boxes on the homepage or otherwise. Sites like Vans are in queue for enhancements with search boxes buried 1-2 pages into the sites, but not having any kind of search capability on site seems like a poor choice.  Sites like Timbuk2.com and designbyhumans.com score points for having a  search powered by Google built into their site but lose points because employing the Google search definitely takes away from the brand experience.

Scentiments.com could also benefit from some enhancement. When a user spells something incorrectly, nothing appears. Aside the top navigation, the page is totally blank. A better use of space could be made to  integrate marketing, suggestively sell alternate products,  engage users into a collaborative shopping application or otherwise.

Sites scoring high in best practices for search boxes seem to employ the kitchen sink methodology. Site search boxes with the most functionality seem to take any opportunity to persuade or drive the user in one direction or another, most notably in the direction that leads to conversion of the highest value products, and guides the user to purchasing component products either at the point-of sale or for future sales.

Unlike visual campaigns, e-mail marketing, etc., search boxes innocuously suggest without a visual footprint, which may be one of the best methods for driving sales without brand overkill or visual over stimulation, with the consumer none the wiser.

Data for search box functionality:

This entry was posted on Monday, March 16th, 2009 at 2:48 pm and is filed under E-Commerce, Online Retail / Interactive Merchandising, User Experience. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.