How do you measure whether search is actually getting better?
Use fixed definitions for search volume, zero-result searches, CTR, clicks, conversion and data quality so that optimizations remain fairly similar.
Which KPIs are important for search?
Search volume, zero-result searches, CTR, product clicks and where reliable available conversion. The right combination depends on the question you want to answer.
Is a low no-result rate always good?
No. Random results show the score lowers but not necessarily the friction. Relevance remains more important than just the percentage.
How do you use analytics for prioritization?
Combine range, severity and commercial context. High volume with low CTR or structural zero-result searches is often a strong candidate for research.
Can you compare results by market or store?
Yes, provided the same KPI definitions are used and store context is maintained. Take into account differences in assortment, season and traffic.
How important is data quality?
Very important. Missing or duplicate events can distort KPIs. Check event health before you draw big conclusions.
How often should search be evaluated?
Work with a fixed optimization cycle and additional checks around releases, campaigns, assortment changes or noticeable deviations.