More ecommerce shops owners usually complain that even if they have over 10,000 products listed on their shop they seem more can be done, and the first think that crosses through their minds is investing in SEO. This is a right approach and a good strategy for optimising your content (products pages) for search engines thus giving you the boost that you need. However, one thing is completely forgotten when it comes to increasing sales – the “internal search engine” of an ecommerce site, more exactly, the “search” function.

You can have 100,000 products listed on your website but if a potential buyer cannot reach the product he is looking for when landing on your website, you probably have one client in minus. This article will showcase a perfect example of how to properly use the “search” function to drive more sales, and it comes from one of the most popular online stores from U.S. and not only – Zappos.com.

When first landing on their homepage, you will notice how the search function is centrally located within the area of maximum visibility, right near their logo, already populated with their most searched keywords. Under the search box where usually other shop owners place the advanced search link, Zappos offers different suggestions for refining the search by size, popular searches and so on. It is a certain thing that those values positioned below the search are listed following a large study on user behaviour, no doubt about this.

The refined search was created on a logical route – the customer will buy shoes or clothes based on size and width; the clients come from four major categories – women, men, girls and boys; the clients will be interested most in – brand, style, size, color etc.

The next point of interest in “Popular Searches” – each suggestion is accompanied by pictures and some minimal explanation that can attract attention. Popular Searches area is also build as a result of customers’ behaviour observation. You will see that they mix brands with types of sandals and running clothes, it is all about what people could find of most interest.

Finally, the simple search is for those maybe without a brand affinity, for those coming to search for shoes and than narrowing down to shape, color, size, brand and so on. The major idea is that Zappos is prepared to offer to its clients whatever they are looking for without too much hassle, and this is exactly what every online store should be doing with the “internal search engine”.