Collect the matching inputs.
Record search and purchase timestamps within the same session. Count a session once, include all search users, and exclude purchases occurring before the first search.
← All ecommerce KPIs
Product discovery · Search CVRSite search conversion rate.
Site search conversion rate.
Follow search all the way to purchase.
Site search conversion rate is the share of search-using sessions that complete a purchase after using search. It describes the outcome of visits that use internal search.
Start with your numbers.
Search CVR calculator
01 / The definitionWhat is
What is
site search conversion rate?
Site search conversion rate is the share of search-using sessions that complete a purchase after using search. It describes the outcome of visits that use internal search.
Search users often arrive with stronger buying intent. Comparing them with non-search users does not establish the incremental effect of search.
02 / The measurementA clear formula.
A clear formula.
A useful comparison.
Search CVR =Search sessions with a subsequent purchase ÷ Sessions using site search × 100
Read the result in context.
Compare device, query intent and new versus returning visitors. Use a randomized eligible-session test to estimate causality.
Document the comparison.
Keep the reporting dates, population, exclusions and calculation with every result. Show underlying counts as well as the average or rate, so a small sample does not look more conclusive than it is.
Illustrative example
From inputs to insight.
- Search sessions with a subsequent purchase
- 160
- Sessions using site search
- 2,000
- Search CVR
- 8%
8% of search-using sessions purchased after search.
Try your numbers ↑03 / Industry benchmarksContext first.
Context first.
Targets second.
Compare device, query intent and new versus returning visitors. Use a randomized eligible-session test to estimate causality.
We have not verified a public industry benchmark that matches the exact definition used on this page. A precise-looking generic range would hide important differences between businesses.
Build your own benchmark
Start with a comparable baseline.
01
Match the population.
Choose the category, channel or customer cohort you can compare consistently.
02
Let the data mature.
Use complete periods and allow the purchase, attribution or returns window in your definition to close.
03
Test a specific opportunity.
Set a target from your economics and observed variation. Keep conversion and contribution in view.
04 / Clerk customer evidenceReal stories.
Real stories.
Clear measurement limits.
These examples show the reported outcome or a related use case. Read each evidence label before comparing it with your KPI.
Related search outcome
Ausilium
The story reports that search users were 11.2 times more likely to buy. This is a user comparison, not this guide’s exact session metric or a randomized lift result.
Read the customer story ↗Customer stories describe individual implementations. They are not industry benchmarks, guarantees or standardized causal tests.
05 / Put it into practice
Follow search all the way to purchase.
Improve results for high-volume queries and help shoppers refine by the attributes that determine a purchase.
06 / Common questionsA little more
A little more
clarity.
How do I calculate site search conversion rate?
Search sessions with a subsequent purchase ÷ Sessions using site search × 100. 8% of search-using sessions purchased after search.
What should I check before comparing results?
Search users often arrive with stronger buying intent. Comparing them with non-search users does not establish the incremental effect of search.
What is a good site search conversion rate?
Compare device, query intent and new versus returning visitors. Use a randomized eligible-session test to estimate causality.
Does a higher attributed result prove incremental growth?
No. Attribution connects an interaction with an outcome under a reporting rule. To estimate what a change added, compare randomly assigned treatment and control groups using the same eligible population and a predefined measurement window.
Keep learning
Connect the numbers.
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