Kids' fashion search: how we counted, and how to set it up
For the analyst who wants to know how searchers were separated from everyone else, what the ratios mean, and what the search setup consisted of.
- Every definition behind the numbers on the case study
- The setup in the store, step by step
- What to check in your own data
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What was measured
Period and population
A European kids' fashion and accessories store. One 35-day window in mid-2026, the same for both groups: 497,126 visitors who did not search and 25,806 who did, 4.9% of visitors. Search-as-you-type was used 733,000 times since 1 June 2026, and shoppers ran 118,000 full searches in the same period.
What counts as a result
Buyer rate, revenue per visitor and purchases, for searchers against non-searchers: 2.64% against 0.59% (4.5×), revenue per visitor indexed 724 against 100 (7.2×), 923 purchases against 3,514. Searchers brought 27.5% of site revenue and 21% of purchases.
How an order is credited
No order is credited to search. A visitor who used search in the window is a searcher, whatever they searched for and whatever they bought. The comparison is between the two groups' orders, not between orders with and without a search click.
Controlled or observed
Not a controlled test. Searchers chose to search, so they are the store's highest-intent visitors, and part of the gap is intent. The two groups share the same window, so promotions affect both.
What the numbers do not say
They do not measure the lift of the new search over the old one. They show where revenue concentrates: every improvement to search works on more than a quarter of the store's revenue.
The terms on the case study
| Term | How it is defined here |
|---|---|
| Searcher | A visitor who used site search at least once in the 35-day window. |
| Buyer rate | Buyers divided by visitors in the group: 2.64% for searchers, 0.59% for the rest. |
| Revenue per visitor, indexed | Revenue from the group divided by its visitors, with non-searchers set to 100. Searchers: 724. |
| Share of revenue | The revenue from the searchers' orders as a share of all site revenue in the window: 27.5%. |
| Search-as-you-type use | One suggestion list shown as a shopper types: 733,000 since 1 June 2026. |
| Full search | A query submitted to the results page: 118,000 in the period. |
What was switched on, in order
The catalog connected, live
Sizes, categories and stock as they are now, so a suggestion never leads to a sold-out size.
Suggestions from the first keystroke
Ranked by the live catalog and by each shopper's own behavior: what they browsed, and the sizes and categories they return to.
One memory behind it
Search runs on the same profile as recommendations, email and chat, so every query sharpens the next message too.
Demand recorded
Every query is stored as intent, including for products the catalog is missing.
The read-out
One window, two groups: visitors who searched and visitors who did not, with buyer rate, revenue per visitor and purchases for each.
To check it in your own store
Split one month of visitors into those who used search and those who did not, in your analytics, and compare buyer rate and revenue per visitor. The share of revenue that comes from searchers tells you how much is at stake in the search box.
For a lift figure, run the new search for a share of visitors and keep the old one for the rest, in the same window; the agent runs that holdout for you.
See which of last week's visitors you missed
Thirty minutes, with your store and ad accounts open. Then 30 days free. A holdout group decides: if the agent doesn't add orders in 30 days, you don't pay.
Book 30 minutes
You'll talk to one of us.