10 tips to improve search box or form conversion rates

Search box and form types

There are three main types of search boxes and forms. We know they all have the same purpose: to get a user to the page they’re looking for. The question is how visitors see and use this form. Let’s start with the UX/UI design.

Persistent search window

Modal windows are not new to the web and can be used for different purposes, including the search feature. Usually, mods attract people’s attention. In our case, there is no exception. After clicking the button, users only see and focus on search options. It can be helpful when you have a complex process with a variety of options to choose from. However, this is not always the case – see example below.

Inline search form

Inline search is very simple and straightforward even for amateurs. A search box does not open on the screen, but remains part of the interface. The box can always be there. There is no need for excessive clicking as it is always at the top of the screen. Or a form may appear after clicking a certain key on the screen once, but it will not be as noticeable as modals.

Autosuggestion

Auto-suggestion was first used by Google and look how far we’ve come since then. A creative approach to auto-suggestion can greatly increase conversion rates for many websites. For example, you saw simple inline search, but added some icons and information to the search results and the user experience became 10x better.

As a result, the most important feature of any search box is clarity. Some visual elements that we perceive intuitively; this is why designers add a magnifying glass icon next to the box or simply the word “Search”. Gathering all this information, Moyens I/O has created the perfect boxes for your website. Let’s take a closer look at them and look at more details about search box optimization.

10 tips to increase search form conversion rate

Our experts know enough tricks to make a search box work for you. Here we give you the basics, but we are open to discussion and will answer all your questions.

Tip 1. Do not hide the search box.

This is a pretty simple tip, but we put it first because it’s so common. Remember: Do not hide the search box. Users who want to find something do not need to search the search box.

If you don’t know where the best place is, take a test, but never hide the form. An easily accessible form is the key to success.

Tip 2. Set up conversion tracking for search form conversion rate optimization.

With a tracking tool, you’ll know what people search for most often, what fields they use, and what place the search form occupies in their journey. Here are some examples of tools you can use:

• Google Analytics;
• Yandex Metrics;
• hotjar.

Tip 3. Set up image submission tracking

With this type of tracker, you will be able to follow the user’s every step, using the video demonstration. Visual trackers show you an online user experience – what actions users take in what order. You will always be aware of the average search form submission rate and know how to improve it. In this case, the tools to be used are Yandex Webvisor or Hotjar.

Tip 4. Place the form at the top of the screen

Although your form will be quite large, you should not put it at the bottom of the page. Rather, you should show people that it is easy to search for something on your website. The search form conversion rate will be much better when you place the form above the fold.

Tip 5. Use best practices for search form conversion

There are a few simple facts about form conversion that any website can implement. While this information is accessible to everyone, there are some mistakes website owners make every day. Let’s discuss best practices for search form conversion from a travel industry perspective.

• Keep the form as short as possible.
• Include testimonials, proofs from social networks, and SEO rankings to increase users’ trust.
• Be very careful when using CAPTCHA because many people find it an annoying element. It can reduce the average search form conversion rate.

Tip 6. Make filling out the form smooth and easy

To create a pleasant experience for a user planning a trip, follow these guidelines for the fields of the search form:

• Use single-line fields, autosuggest, and autofill.
• Mark the required fields.
• Add optional questions to the bottom of the form.

Tip 7: Use a catchy call to action

Your search form’s CTA should stand out and be attractive to a user. Consider everything: the font, the color, the placement of the button, and the expression itself. We recommend using different colors from your website’s overall color palette.

Tip 8. Split testing is a key search form testing tool

Still not sure where to place the form? Split testing (also called A/B testing) is the most effective way to determine if the above-the-fold approach is the best option in your situation. The results of the test can help improve the overall landing page conversion rate.

Tip 9. Test the flow of the search form

When the box is implemented, it is important to check whether the system understands the requests correctly. Many search forms on the web get the user nowhere. In our case, “nowhere” means no information about the destination – a flight and a hotel.

Tip 10. Let users try the form

You already have an image submission tracker. Use with a small group of users (about 5 people) first. It’s safer than letting your form go into free fall and fixing mistakes along the way. You can also collect reviews about the form’s appearance: its color, placement and fields, and a CTA button.

How to improve search box and build conversion rates

With so many travel portals on the market, paying attention to every detail on your website is a must.

Search boxes may be the enemy of your business novel, but we’re not going to let that happen. The tips we described seem simple and easily applicable, but they increase the search form conversion rate quickly.