THAT EVERYONE IS HAPPY

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Confusing the user and throwing him out of any customer or user journey. In the cases I am referring to, the internal search was not foreseen in the design phase, it has no real purpose but is there because it is part of a template or because "everyone has it, I want it too". But if we talk about e-commerce with a good number of products , blogs, sites with catalogs or in any case a large amount of content, the search bar becomes an important ally, a useful tool for the user and capable of drastically reducing click to get it to the right place. Based on a true story To get to the point I ask you to immerse yourself in a certain situation in which I found myself in the past and which opened my eyes to the importance of internal research . Lots of traffic, few conversions lots-traffic-few-conventionsLots of traffic, few conversions.

Photo by Alexander Popov on Unsplash The scenario is this the SEO of an e-commerce photo retouching site has been taken care of with the aim of attracting possibly qualified traffic from search engines. A substantial analysis has been carried out, a lot of work has been done on the contents, the site is starting to enjoy a good reputation and attract links, the platform is fast... in short, a good job has been done and organic search traffic is actually increasing . A lot of visits arrive and it is assumed that they are visits from in-target users because the clicks come from queries that specifically concern the products sold.



Furthermore, the pages that attract the most traffic are precisely those on which we have concentrated most with SEO activities. We expect a boom in sales and instead? Nothing, sales increase a little but not as much as we expect. In short, visits have increased but there has NOT been a significant increase in sales and the conversion rate is still very low. Who seeks, finds? he who seeks findsWho seeks, finds? — Photo by Nine Köpfer on Unsplash A situation like the one outlined above can have multiple causes.