Visible mobile search bar instead of an icon: +9.97% conversion rate
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsShowing a visible search field under the mobile header, instead of hiding search behind an icon, lifted conversion rate by 9.97% for Wilson's Pet Food.
Blend Commerce ran this test for the pet food brand.
The result reached 87.31% confidence, which is below the usual bar, so treat it as a strong lead rather than proof.
- Conversion rate: +9.97%.
- Revenue per visitor: +6.10%, and total revenue +6.8%.
- Checkout begin rate: +8.76%, with abandoned carts down 12.29%.
- Average order value: -3.35%, a negative. Shoppers bought more often but spent a little less per order.
The change
Mobile search moves from a header icon to a visible field under the header.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
On mobile, search was collapsed behind an icon in the header, so shoppers needed an extra tap to start typing.
Variant
A white search field sat in plain view directly under the mobile header.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Before the test, the few visitors who searched converted at 11.47%, against a 4.44% site average. Making search visible put that path in front of more people.
- Pet food shoppers often know the exact product they want, so typing is faster than browsing menus.
- Search may lead people straight to one item, which could explain the slightly smaller orders.
Caveats: Confidence was 87.31%, below the usual 90-95% threshold. The source does not share sample size or duration.
Who ran it
Blend Commerce ran this test for Wilson's Pet Food 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 a visible search field under the mobile header, then more shoppers will find products and buy, because searchers convert far above average and the icon hides that path.
- Primary metric
- Conversion rate
- Guardrails
- Average order value
- Revenue per visitor
- Search exits or zero-result searches
- Who should test it
- Mobile-heavy stores with a large catalogue where many buyers know what they want, and where site searchers already convert well above average. It matters less for small catalogues that are easy to browse.
Questions
Should mobile search be a visible bar or an icon?
If your searchers convert well, a visible bar is worth testing.
Wilson's Pet Food saw conversion rise about 10%, though at 87% confidence.
Can a visible search bar lower order value?
It can. In this test, average order value fell 3.35% while conversion and revenue per visitor rose.
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