It’s hard to know when searchers are succeeding by actually finding what they are looking for, but it’s easy to know when they are not succeeding. When a searcher gets no results on the page, or when they don’t click any of the results, or when they quickly go back from a page to the search results, we know that they did not find what they are looking for.

When instead, the searcher gets results, clicks on a result, and doesn’t come back, we’ll cautiously call that a search success. By reducing these obvious failures, and increasing these successes, you are improving the number of searches that can lead to a conversion, which is the whole point.

Success rate is a measure of how often searchers can access and then remain on your page. So, if your success rate is low, there are three things for you to improve:

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