One of the biggest — and perhaps most neglected – influences on online sales is the quality of a website’s search feature. If consumers don’t find what they’re looking for on the first try, they tend to be impatient. A study by Forrester Research indicates that 47% of searchers who didn’t find what they were looking for on the first attempt did not try a second time.
Filters are a huge aid in helping shoppers find what they’re looking for, especially with plant selection, which requires multiple variables. One of my pet peeves involves websites that only allow a searcher to use one filter at a time. I want to be able to search for plants that require part shade and grow in zone 6 and like acid soil and bloom in late summer – and not create four separate searches that I need to compare manually.