Great site search is so much more than a search bar at the top of a web page. Though Google search taught an entire generation to use an ubiquitous text field as the key entry point for a quest for information, it’s just one of many search UI components.
Search is connective tissue for your digital experience, spanning everything from ecommerce sites to community portals to self-help support. Consumers use search to help them find the perfect gift. In our 2024 Holiday Shopper Report, 61% of the 4,000 consumers we surveyed said that specific search categories (e.g., “gifts under $50” or “stocking stuffers”) are helpful when gift shopping online.
Which makes sense. A search query often marks the start of a user journey and helpful features like filtering, product suggestion, and AI-powered results like related searches add search functionality that connects web users with information. Optimizing search UI with this in mind is what this post is all about.
What Is Search UI and Why Is it Important?
Your search user interface (search UI) encompasses the visual and interactive elements of a search system. It’s the user-facing bits and pieces that your customers engage with, like the search button, search icon, and query input field. The search UI also includes the results page which may be enhanced with AI so that results are tailored for each website visitor.
The search UI is how users input queries, refine results, and navigate search outcomes. Key components often include the option to refine search results like filters and facets, automated search suggestions, and pagination.
Each component works together to make search UI either a good or bad experience for the user. You know the expression, “You never get a second chance to leave a first impression”? Well, search UI is that first impression for your site visitors. Site search tries to meet user needs and positively impact UX through a thoughtful UI. It’s often the first point of contact for users looking for information or searching for products. That makes it a central — nay, critical — part of the customer journey and user experience.
Key Elements of a User-Friendly Search Interface Design
Now that we’ve touched on the core components of an effective search UI, let’s expand on them. After all, these elements form the backbone of your website’s search engine. Here’s a more detailed list of the UI elements that impact user engagement and satisfaction the most:
- Search bar: The default “face” of your search system, typically prominently displayed at the top of every page.
- Autocomplete suggestions: The words, phrases, or products that pop up as someone enters a query into the search field.
- Filters and facets: The categories that appear near the search app (above, below, to the left, etc.) that allow users to filter and refine their search by various criteria (size, color, brand, etc.)
- Results display: The list of results to a user’s query which typically appear as links or products; for generative AI, it can also be the real estate that presents the answer for a prompt.
- Sorting options: A way for users to order their results using various criteria like relevance, price, desired product attribute, date, etc.
- Pagination: The handy ‘Next’ and ‘Previous’ buttons or numbered pages that let users browse through multiple pages of results.
- Visual cues: The elements that help users find and navigate the search box like magnifying glass icons, bold text, contrasting colors, etc. In the search results section, this could include a related article, text highlight for keywords, or suggested products, and badges (e.g., Going Fast, New Item, etc.)
- Mobile-friendly elements: Mobile elements make search easier to use on smaller screens and mobile devices. They include features like discovery tags, autocomplete suggestions, and facets and filters to easily narrow down results are all mobile-friendly features.
Every UI element listed above should be considered a best practice baseline for good UI site search. Search UX best practices start with obvious placement of an easy-to-find search bar (for example).
But if this is the baseline, what else is needed to improve search UI and the user journey? The answer is AI. AI search that includes elements like generative AI, machine learning, and automation. AI equips your search tool with rich filtering capabilities, intelligent query suggestions, and personalized search results. AI uses behavior data, preferences, and context to enhance search relevance.
AI-driven search uses behavioral data to learn about them and fine-tune their search experience in real-time. For example, time and location data can be used to personalize an initial search experience, plus decipher and predict user intent.
AI can predict categories based on user behavior and customize search results so that they guide users to relevant products. For example, dynamic facets and filters combine product data with natural language processing to surface products in the same way a person might describe them. User clustering predicts user affinities based on browsing behavior, even for one-time, non-logged-in users.
We’re all used to searching online. Search engines, after all, have been around for over two decades. But advanced search features that use AI and conversational interfaces are all relatively new, so we need a balance between familiarity and innovation in search UI design, particularly when AI is involved. Default search bars and filters provide a foundation, while an AI-powered search feature like autocomplete or personalized results showcase innovation.
How Search UI Can Affect User Journey
When creating a great site search UI for the user journey, you need to think outside the (search) box. But you also need to literally think inside the box. The main factors that enable search UI to guide users through a website are:
- The Search Box Itself: Place your search box or field prominently on every page with clear visual cues, like a magnifying glass icon. People meander when shopping online or navigating your website. An always-there search box helps them quickly return to search when they need to.
- Search Functionality: Think active versus passive when considering search functionality. Make the search box work for your user with autocomplete suggestions that blend the search term with user context. Suggest relevant content and categories based on previous searches, user data, and other contextually relevant information before a user finishes typing.
- Search Accessibility: Search needs to work for every single user and should be designed for accessibility. Creating search interfaces with features like high contrast, ADA-compliant color schemes makes search a simple tool that all users can effectively engage with. Search inclusivity expands your potential user base, but even better – it’s an ethical approach to search UI design.
An effective and efficient search UI helps users navigate a website and discover content. AI-powered content discovery supports this user journey by making it easier to search for information, but also to find the right information. You need to unify data from all corners of your information ecosystem to make it searchable – which makes search much more effective for all users.
Redefining the Passenger Experience: United Airlines’ Intelligent Search Journey
A United Airlines customer is eagerly preparing for an important trip but finds themselves with a pressing question that needs an immediate answer: “Can I fly with my pet?” They visit the United Airlines homepage and find the AI-driven search bar prominently displayed on the results page—a portal to instant, accurate answers and a superior search experience.
As they type their search query, Coveo’s AI-powered search engine goes to work. It scans United’s extensive content index, including policies, FAQs, and support documents, to generate a concise, accurate rich answer: “Yes, United Airlines allows pets to travel in the cabin. Review our pet policy for details and to learn more” Below the response, they see links to additional resources like pet travel guidelines, fees, and breed restrictions, creating a seamless search process.
What makes this experience stand out is Coveo’s ability to retrieve relevant passages, ensuring answers are accurate and secure. Using techniques like chunking, Coveo breaks content into smaller sections, making it easier to deliver precise and reliable results.
Additionally, the system is smart enough to handle edge cases—like if website visitors types a faulty user query into the search box such as, “Can I fly with my kids in a checked bag?” Instead of attempting to respond inappropriately, the AI generates a polite, generic message directing the user to United’s general travel policies. This showcases Coveo’s advanced search functionality, which protects against errors or faulty inputs while safeguarding the brand’s integrity and maintaining customer trust.
How United Airlines Benefits
By embedding Coveo’s intelligent search capabilities into their homepage, United Airlines delivers fast, frictionless answers to customer questions—providing a superior self-service experience. The search filters and dynamic search bar design enable users to easily refine their searches, ensuring they find the most relevant content with minimal effort.
This approach reduces dependency on live agents, freeing up resources to handle more complex inquiries while improving operational efficiency. Moreover, Coveo’s AI prevents hallucinations and ensures accuracy, protecting against errors that could mislead customers or damage trust. The search UI dynamically refines its understanding of user intent with every interaction, aligning with United Airlines’ commitment to safe, reliable, and customer-focused service.
B2B Value Takeaway
This isn’t just about answering questions—it’s about reimagining how enterprises like United Airlines engage their users. Coveo transforms the search experience into a strategic advantage by blending relevance, personalization, and protection. Whether ensuring compliance with policies or enhancing customer satisfaction, United Airlines exemplifies how intelligent AI-driven search features empower businesses to deliver measurable value at every interaction.
Relevant reading: 2024 CX Industry Report | Is GenAI the Missing Piece to a Connected CX?
Measuring User Satisfaction
Measuring search UI effectiveness requires identifying the right metrics to gauge user satisfaction. Technology like digital experience platforms (DXPs) capture data, track usage history, and provide reports and insights about visitor engagement across the buying journey.
Here are some specific key performance indicators (KPIs) you can use to assess user satisfaction and success with search experiences:
- Search Clickthrough Rate (CTR): Measures the percentage of people who click on a search result after a query.
- Dwell time: Measures how long a visitor spends on a page after clicking on a search result. You’re looking for longer dwell times because if a user bounces quickly, it typically means they’re not in the right place.
- Search Conversion Rate (CVR): Measures the percentage of website users who complete a specific action after searching on your site (e.g., they search for “toddler rain boots” then buy those boots).
- User Feedback: Structured surveys, on-site quizzes, and feedback requests that cite predefined issues to gather actionable user feedback
Source: Jahia
Just like technology can help your visitors find what they need, the right tools can help you determine if your search UI is working the way it should for everyone. Here are some tools and techniques you can use to improve total search experience for every single user:
- Search analytics tools: Leverage site search analytics to track queries, zero-result searches, and popular keywords. This data can inform inventory decisions and content optimization.
- User testing: Conduct usability tests to observe how real users interact with your search interface.
- A/B testing: Use A/B testing tools to compare different search UI designs to see what performs best.
- Heatmaps and session recordings: Visualize user behavior and identify pain points in the search process.
Most customers won’t complain when they have a bad experience – they’ll just quietly migrate over to your competitor’s website. Testing, measuring, and feedback allow you to proactively fix issues that you may not know exist until sales start plummeting.
Relevant viewing: UI Best Practices for Improved Relevancy
Optimizing Search UI for Satisfaction
Creating an intuitive and satisfying search experience requires applying UX design principles to the search box. Prioritize visibility and accessibility by making your search bar prominent. It should be at the top of every page and clearly stand out with the help of an icon like a magnifying glass.
Make it functional with AI and ML that surfaces the results that are meaningful in the context of the searcher and the search query. As we noted above, text autocomplete and personalized suggestions help users clarify their queries. Consider visual search options for certain industries, like allowing users to upload an image of their couch so they can find matching pillows or throw (for example).
Use AI to refine results, tailoring what users get based on their behavior, preferences, and past purchases and pairing this with the ability to drill down by search facets and filters. This is particularly useful on mobile, allowing smartphone users to quickly find the content they need.
Don’t forget about the importance of copy. Create meaningful microcopy for placeholder text in the search bar, error messages, and “no results” pages. This human touch can further guide visitors to the next step in the user journey or help them stay oriented if they encounter results that aren’t quite right.
The Role of Search UI in Shaping User Satisfaction
Your search UI is the starting point to your digital ecosystem, but it can also be a roadblock that frustrates customers and fails to connect the user journey. When search works – it really works. As Kandy’s smooth boot-buying journey demonstrates, when search gets out of the customer’s way, it makes finding the right boots (or whatever you’re looking for) a breeze.
Take a hard look at your own site’s search functionality. Is it working for your customers? Does it act as a knowledgeable guide or does it add confusion and friction to the user journey? If you think your site search UI could use some TLC, your website visitors probably do too. Spending time to craft the perfect search UI is well worth it – and we know this from experience.
Ready to elevate your search UI and improve user journeys? Explore Coveo’s powerful personalization solutions and enhance your website experience today.