Site search should top the list in home page design, says Jupiter

Among all the features competing for online shoppers’ attention on a retailing site’s front page, site search should rise to the top, according to findings from Jupiter Research Inc. “Navigation and search must be either primary or secondary goals for every online retailer because the majority of site visitors use them,” says Jupiter analyst Ken Cassar.

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In a recent Jupiter consumer survey, 73% of shoppers said the last time they bought a book online, they arrived at the site knowing exactly what they were looking for and needing only site search to lead them to it. That underscores that online shoppers are not browsers, according to the research firm, and retailers must learn to respect that online shoppers have limited time and patience.

That’s one reason the search box, along with product category navigation, must be prominently placed on the page to help shoppers find what they want quickly. One of most effective retail sites in terms of product category navigation is apparel seller Eddie Bauer’s, says Jupiter. “At a high level, it slices product categories in five ways, all relevant to consumers,” says Cassar. “Additionally, pull-down menus for the primary categories that display secondary categories save consumers a click.”