Stop Obsessing Over Ads – Fix Your Search Instead

If you run (or work with someone who runs) an e-commerce store, you’re probably investing a lot into product pages, ads, and email marketing.

But you’re likely neglecting one of the most under-leveraged profit centers sitting right inside your own website: your search bar.

Today, I wanted to talk about why most e-commerce search functions are wildly under-optimized – and how you can fix it to turn search into a revenue machine.

Let’s dive in.

Most e-commerce brands treat search as a checkbox feature:

  • Type in a keyword
  • Show a basic list of matching products
  • Done

The problem? This approach leaves tons of revenue on the table.

Here’s why:

  1. Most search engines are exact-match only. If I search for “running shoes” but your product is labeled “jogging sneakers,” I get zero results. Now I’m frustrated and leaving.
  2. Search is often blind to intent. A shopper searching “birthday gift for dad” should see curated options – not a raw dump of every product tagged “gift.”
  3. No learning over time. Most search engines don’t track what queries convert vs. which ones bounce. So they never improve.
  4. Poor handling of synonyms, typos, and natural language. In the age of AI, your search bar still chokes on “4k tv under $500.”

Meanwhile, Amazon, Etsy, and even Walmart have spent millions optimizing their on-site search to predict intent, adapt to language, and boost average order value.

And your store? Probably still running default Shopify or dare I say, Magento search.

My Counterintuitive (But Effective) Approach

You don’t need Amazon’s resources to massively improve search performance. You just need to think about it differently.

1. Treat Search Like a Sales Rep, Not a Filter

Your search function isn’t a database filter – it’s your best virtual salesperson.

When someone uses your search bar, they’re signaling high intent. They’ve told you exactly what they want. If you fail to serve them, you’re burning money.

Start by asking: What would a great salesperson do if someone said this phrase aloud?

  • They’d clarify intent.
  • They’d recommend options.
  • They’d upsell or cross-sell.
  • They’d compensate for confusion or ambiguity.

That’s how your search should behave.

2. Leverage Semantic Search (Yes, Even on Small Stores)

You don’t need a PhD in NLP to get started. Several SaaS tools now offer semantic search that understands meaning, not just keywords.

Tools like:

These platforms can:

  • Handle synonyms automatically
  • Correct spelling errors
  • Understand product attributes and categories
  • Personalize results based on behavior

Implementing one of these tools is often cheaper than running an aggressive paid ads campaign – and produces higher ROI over time.

3. Analyze Zero-Result Searches Religiously

Your most valuable data source?
The queries that return zero results.

Review these weekly:

  • What are people searching for that you don’t carry?
  • Are they using different terminology?
  • Can you optimize your product data to match?

Often, you’ll find that you don’t need new products, just better product data: tags, synonyms, attributes.

4. Turn Search into a Revenue Optimization Engine

The smartest brands I’ve worked with use search data for more than just search.

For example:

  • Content ideas: If many people search for “how to size running shoes,” create a sizing guide.
  • Inventory decisions: If dozens search for “black leather boots” and you’re out of stock – restock them.
  • Cross-sell optimization: If people searching for “gaming chair” often buy desk accessories too, surface them in results.

Search can be your most honest customer feedback loop.

Want to Start Using This Advice?

Here’s your 3-step action plan:

  1. Audit your current search experience. Do a few dozen searches yourself. Use both product names and customer phrases. See where it breaks.
  2. Implement a semantic search tool. Start small. Test. Watch how conversion rates on search queries improve.
  3. Review zero-result queries weekly. Adjust product data, descriptions, and tagging based on what you learn.

Your search bar isn’t just a feature – it’s a silent conversion engine waiting to be unlocked.

That’s all for today.

See you next week.

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