How to avoid "No results page" on your eCommerce store

Research points to the fact that 69% of eCommerce shoppers head straight to the search bar. 

This little fact in turn points to some bigger facts: 

- Shoppers generally turn to the search for guidance

- A bad search experience can make shoppers drop off easily

This brings us to “no search results” pages, which can essentially mean a dead-end for a potential customer’s product discovery journey as well as an attempt for you to retain them. 

But not if you figure out some really relevant alternative solutions, which make the “no search results” page redundant.

At Convercart, we’ve been testing the search performance of eCommerce businesses for the last 5 years, and we’ll leverage this post to bring forth our learnings. 

Here are 17 proven ways that’ll help you kick the “no search results” to the curb. 

1. Autosuggest to prevent typo-related wrong searches

One way to avoid misspellings and wrong keywords from bearing an impact on search results is to introduce autosuggest—this makes it possible for the shopper to follow a set path while they’re typing out the search phrase. 

To nip this in the bud, bring in autosuggest, which can ensure the shopper finds results that are relevant to what they’re searching. 

Here’s a look at how ASOS does it. 

2. Provide active typo correction 

As long as your site search can accommodate for misspellings being replaced by the intended keyword/keyphrase, you’ll be able to actively avoid a “no search results” page. 

Nordstrom shows how. 

3. Introduce “did you mean?” suggestions for no results

Even if you can’t return results for a specific query, the idea is to offer shoppers a thread to keep exploring. 

One way to do this is to engage them through a “did you mean?” question. 

Let’s say someone types out: “freeze jackate” as the search term. 

You could return no results supported by “did you mean fleece jacket?” (and ensure the phrase “fleece jacket” is linked to a page that features all fleece jackets)

Keep exploring more with eCommerce Search Results Page: 15 Conversion Principles for Reducing Drop-offs

4. Bring in category suggestions 

An ideal way to aid shopper discovery is to align the keyword/key phrase that is being searched with results that show connected categories and sub-categories. 

Here’s a quick example from Nasty Gal. 

5. Leverage implicit search to predict closer results

You won’t always be able to stop shoppers from keying in an incomplete search term or putting something vague, expecting precise results anyway. 

To do away with the need for a “no search results” page under such circumstances, incorporate implicit search, which takes into account the path the shopper has taken, their overall activity as well as browsing behavior. 

6. Introduce natural language search to leverage audience vocabulary

If you optimize your onsite search only for industry jargon, you’ll not be able to avoid a “no search results” page. 

Instead use natural search language to make the most of everyday language used by shoppers. 

For example, in the fashion universe, what college/university goers wear is called “academic costume”. 

However, to optimize for natural language search, phrases like “everyday college wear” or “daily college fashion” would have to be included.

More to reflect on: eCommerce site search: 18 improvements that prevent drop-offs (+ actual examples)

7. Show all results that contain the keyword that is typed

This is a way to ensure all products across categories are revealed to the shopper, based on the keyword they’ve typed in. 

The less specific the keyword, the wider the number of results obviously – results can be then narrowed down based on the specificity of the search term. 

Patagonia does this and pulls out all results related to a specific search term. 

8. Feature filtering & sorting methods when you return a search

Let’s say you’ve returned a search populated by the keyword that the shopper has keyed in – and even then the results aren’t satisfactory. 

To avoid this, it’s ideal to offer a way to apply filters. 

Fields like “product type”, “category type” and “ratings” can especially be helpful for shoppers. 

Here’s a cue from how Vanity Planet does it. 

Here's a relevant read: Build high-converting category pages (13 ideas + great examples)

9. Support “0 results” for the original query with alternate queries

When a highly specific query is keyed in by a shopper, the most natural result would be to show “0 results” and leave it at that. 

However, if your onsite search engine is coded to look at queries close to the one that was searched, the associated results can be displayed. 

This increases the chances of shoppers continuing their exploration instead of jumping off. 

The message can simply read like this:

“Sorry, there were 0 results for this search. However, we found interesting results related to similar queries.”

10. Feature results based on browsing behavior 

A perfect antidote for a “no search results” page is to offer results aligned with the shopper’s browsing behavior and history. 

So, while this may not support a shopper’s interest to explore a particular product, it will provide a gateway to check out products similar to what they’re already interested in. 

Here’s an example from Urban Outfitters. 

We think you'll love: 20 behavioral targeting ideas for 2022 (+ some inspiration)

11. Enhance synonyms to improve search result quality

A lack of accommodation for words synonymous to primary product key phrases, increases the chances of a “no results” scenario. 

The way out of this is to keenly analyze user intent and loop in words that they use frequently to search for products that feature in your categories & subcategories. 

For example, if you’re optimizing your search for “pants”, ensure to include other related keywords like “trousers” and “bottoms” to cover a wider range of shopper queries. 

12. Flash the customer support number or live chat link

Shoppers get zero value from a “no search results” page. 

So, even if you can’t display alternate results for whatever reason, bring in customer support details or feature the live chat link supported by a relevant message. 

Even an established brand like Nordstrom thinks it fit to follow this practice. 

13. Introduce bestsellers according to customer segmentation

Instead of making customers turn away at no results, arrive at featuring bestsellers based on effective customer segmentation. 

Segment shoppers into categories such as one-timers, high-spenders and newsletter subscribers to show aligned best selling product options. 

Princess Polly, the eCommerce fashion brand, does this as well. 

14. Show keyword being searched as visual results 

A good search experience is all about giving more relevant cues to shoppers to keep on with their exploration. 

To keep a “no search results” page at bay, bring in visual results while a search phrase is being typed. 

Just how Free People does it. 

For deeper ideas, read eCommerce visual search: 9 smart optimization tips (+ 4 tools to use)

15. Introduce a way to send feedback

Even if you can’t return results on a particular search query, it still leaves you with the possibility to establish a positive image of your eCommerce brand. 

One proven way to do this is to feature a link that opens up into a feedback form. 

It becomes even more relevant if you make this feedback form about search preferences and ask what went wrong with the search. 

For more UX ideas, read: 20 UX principles for higher conversions (Updated 2023)

16. Bring in search tips to make shoppers more search-aware

Instead of telling them that there are no results to what they’re looking for, give them directions that’ll help them to stick around for longer. 

Glossier, for example, alerts the shopper that the spelling they’ve keyed in could be wrong. 

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Some businesses even point the shopper towards keying in fewer search terms, more general search terms or to explore the navigation menu more fully.

17. Refine search relevance based on customer behavior & actions

To avoid the dreaded “no search results” page, it becomes crucial for eCommerce businesses to focus on search relevance. 

The best way to do this is to pull out analytics data and study what shoppers are doing—what they are clicking on, searching for, adding to cart and not purchasing and also adding to cart and purchasing. 

Sharpen your onsite search—retain more customers

98% of visitors who visit an eCommerce site—drop off without buying anything.

Why: user experience issues that cause friction for visitors—including a confusing search experience that creates a negative brand perception.

And this is the problem Convertcart solves.

We've helped 500+ eCommerce stores (in the US) improve user experience—and 2X their conversions.

How we can help you:

Our conversion experts can audit your site—identify UX issues, and suggest changes to improve conversions.

And we won’t charge for this one.