Search engagement
Brand:
All platform brands
Timeline:
2 weeks
Platform:
App & Web
Search is a key way customers find and discover content—yet only 35–60% of customers engage with it on app, and our web experiences reach just 3.5–15% engagement.
I led this A/B test initiative alongside my wider search work.
Hypothesis
By increasing the prominence of the search input across our sites, more users will engage with it.
AB Testing plan
Defining test variants
01
Current control variants
02
Icon button — to test if simplifying has any impact
03
Exposed search bar
Results
increase in unique user search submits on mobile, 195% on desktop.
p/y additional revenue
increase in search page views
increase in unique user search submits on mobile, 55% on desktop.
p/y additional revenue
increase in search page views
What's being shipped?
Variant C will have a phased rollout across the platform
Next
Further optimisation
01
Real-estate unlocked
Search can now comfortably accommodate features such as 'query completion' which requires more real-estate.
02
Next test hypothesis
From my initial research, we know that search does not effectively support discovery missions. By incorporating key browsing surfaces such as; categories and editorial collections, we will see better success outcomes for those on discover missions.
