What to Put on a Zero-Results Search Page: A/B Test

Zero-results recovery rate

Among eligible visitors assigned on the zero-results page, measure the share who reach and view a product page from search results or a relevant category within the follow-up window.

• Search again rateCompare new queries among visitors assigned to the zero-results page.
• Session continuation rateCompare visitors who continue interacting with the site in the same session window.
• Purchase after zero resultsCount purchases among all eligible assigned zero-result visitors during the follow-up period.
• Page load timeMeasure page speed after the recommendation block appears under the same device and network conditions.

• Recovery experienceAdd one predefined recovery experience combining spelling suggestions, relevant categories and suitable products.
• Content rulesKeep recommendation sources and eligibility fixed.
• Search fieldKeep the query editing field available and consistent in both arms.
• OrderKeep block order fixed; testing each block separately requires separate experiments.
• DeviceReview mobile and desktop separately.

1. 1Do not recommend irrelevant products.
2. 2Keep the search field available.
3. 3Do not turn the zero-results page into a campaign-only page.
4. 4Keep search matching rules unchanged during the test.
5. 5Do not automatically replace the user's query with a spelling suggestion.