The original article challenged the idea that internal search is evidence of bad navigation. On a large catalogue, a customer may prefer to type a product, part number or problem instead of working through a large menu.
Make the results useful
Test common names, customer vocabulary, model numbers, misspellings and out-of-stock products. A search box that returns irrelevant results quickly has not improved the journey. Show enough information to distinguish products and make the next step clear.
Learn from failed searches
Review queries that return no results, immediate refinements or exits. They can reveal missing synonyms, catalogue gaps, unclear product names or demand the store cannot serve. Keep the period and volume visible so one unusual query does not drive the roadmap.
Segment before drawing a conclusion
People who use site search may already have stronger purchase intent. A higher conversion rate among search users does not prove the search feature caused the difference. Compare devices, traffic sources, new and returning customers, and the pages where search begins.
Then test a specific improvement. The business outcome matters, but so do result quality, customer questions and whether the right product was found.
See our CRO services and customer-first website checks.