Visible search bar on mobile: +45% AOV for returning visitors
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsShowing a full search bar in the mobile header, instead of hiding it behind an icon, raised average order value by 45% among returning visitors for automotive parts brand PerTronix.
Blend Commerce ran the A/B test. The published figures cover returning visitors only, and the overall result was not shared.
- Average order value for returning visitors: +45%.
- Revenue from returning visitors: +46%.
- Average purchase revenue per user for returning visitors: +35%.
- Overall and new-visitor results were not shared, so the effect across all traffic is unknown.
The change
The variant shows an open search bar on mobile instead of a search icon.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
On mobile, search sat behind a small icon in the header, so visitors had to tap it to open a search field.
Variant
The search bar was shown open in the mobile header, ready to type into.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Car parts buyers often know the exact part they need. A visible search bar is the fastest route to it.
- Returning visitors already understand the product range, so they lean on search more than new visitors do.
- Returning visitors were 23% of visits but about 43% of revenue, so helping them moved revenue a lot.
Caveats: The reported numbers are for returning visitors only, a segment found after the test, and the overall result was not given. Blend Commerce does not share sample size, test length or confidence.
Who ran it
Blend Commerce ran this test for PerTronix and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we show the search bar open in the mobile header, then more shoppers will search and buy because they can find specific products faster.
- Primary metric
- Revenue per visitor (all mobile visitors)
- Guardrails
- Search usage rate
- Conversion rate for new visitors
- Header height and scroll depth
- Who should test it
- Stores with large catalogues or part-number shopping, where many buyers arrive knowing what they want. Small catalogues where browsing works well may not gain much, and the bar takes header space.
Questions
Should search be visible on mobile or behind an icon?
For stores where shoppers search for specific products, a visible bar can help.
In this test, returning visitors spent much more with it.
Who uses site search most?
Here, returning visitors used it most, likely because they already knew what they were looking for.
Can I trust results for one segment only?
Treat them with care. Check the overall result too, since a segment picked after the test can overstate the effect.
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