The search term that was selling a product they'd hidden

The search term that was selling a product they'd hidden

A mid-size electronics store had a steady but unremarkable conversion rate. The breakthrough hid in their own search log.

The clue: one query — a specific cable type — drove 2,100 searches a month and a 7% conversion rate, double the site average. But the product was buried four clicks deep in the navigation, so searchers found it while browsers never did.

They promoted that product to a homepage spot and added it to the main nav.

Units sold rose 34% in a month, and the product climbed from their 40th best-seller to 9th. The demand had been screaming in the search report; the merchandising just hadn't listened.

Lesson: your site-search report is a free demand forecast. The terms with high volume and high conversion are telling you what to put up front.