Imagine a customer walks into your physical store searching for a specific product, only to be met with empty shelves. They would likely feel frustrated, turn around, and leave. Now, translate this scenario to your online store. This is exactly what happens every time a customer’s search query leads them to a "no results found" page. Industry research suggests that as many as 15% of on-site searches can end this way.
When a customer uses your store’s internal search, they have high purchase intent. But when their query returns an empty page, that intent evaporates. Many users will instantly abandon your website, and only a few will attempt to refine their search.
This article will show you how to transform your "no results" page from a frustrating dead-end into a powerful conversion opportunity. We'll cover why this page is so critical, the common causes of search failures, and proven best practices to keep visitors engaged and guide them toward a sale.
What is a "No Results" Page?
A no results page (also known as a zero results page or search error page) is a web page displayed when a website’s internal search engine cannot find any relevant results for a user's query. While it technically signals a search failure, it doesn't have to be the end of the customer journey. With proper optimization, you can transform these roadblocks into meaningful opportunities that engage and redirect users to new discoveries.
Why Optimizing the No Results Page is Critical for UX and CRO
Only about 2.17% of visits to an average online store result in a sale. With such narrow margins, you cannot afford to waste a single conversion opportunity. When visitors can't find what they're looking for, they get annoyed. They’ve wasted their time and now face initiating a new search that might also be unsuccessful. This poor user experience (UX) directly leads to higher bounce rates and a staggering loss of potential revenue for your business.
A visitor who leaves in frustration will possibly never return. This is the worst-case scenario for any e-commerce business. The goal is to reframe this page not as a failure, but as a recovery mechanism. By giving users a helpful alternative path to explore, you minimize these incidents, enhance the overall customer journey, and protect your conversion rate optimization (CRO) efforts.
Common Causes of No Results Pages
Understanding why users encounter a zero results page is the first step to preventing them. It could be that the visitor misspelled the product, the page is being updated, or you simply don’t have that product in stock. Here are the most common reasons in detail.
7 Best Practices to Transform Your No Results Page
If visitors land on a page where their only options are to go back, rephrase their search, or leave, your design has failed. The following proven practices can improve your no results page, keep users on your site, and rechannel their interest.
1. Clearly Explain What Happened
The first step is to make it clear that you couldn’t find what they were looking for. Don't make them wonder whether the page rendered incorrectly or if results are still loading. A simple, direct message acknowledging the issue prevents confusion and manages expectations.
2. Take Responsibility and Apologize
When your search engine fails, don't compound the user's frustration by making them feel they are to blame. Express a sincere apology and shoulder the responsibility. This simple act of empathy reduces disappointment and shows customers you genuinely care about their experience. If a shopper senses you are motivated to help, they are more likely to stick around.
3. Provide Intelligent Search Assistance
One of the best ways to reduce dead ends is by incorporating intelligent search assistance. When a spelling error causes a query to fail, your search engine should automatically check the spelling and recommend results for the correct term. You can optimize this further by implementing a smart autocomplete feature that offers suggestions as users type, preventing spelling mistakes altogether.
4. Offer Relevant Alternative Pathways
It’s not enough to just say “sorry” You must give the user a way out. This is the crucial step where you rechannel their intent. Encourage them to explore by providing links to popular product categories, new arrivals, or sale items. This provides an alternative path for discovery, transforming a moment of frustration into an opportunity for browsing.
5. Use Personalized Product Recommendations
Even if visitors can't find the specific item they searched for, they may be interested in purchasing other products. Use the customer’s browsing data and history to create personalized suggestions of products they might like. Displaying popularly viewed items or products that other shoppers who typed the same query also searched for is another effective way to keep users engaged.
6. Engage with Helpful Microcopy
The quality of your copy can significantly impact how customers perceive your store. Instead of a cold, robotic “No Results Found” message, use helpful and engaging microcopy. Phrases like, “Did you mean…?” or “Check out these popular items instead!” can dramatically improve how customers interact with your store during this critical moment.
7. Build Connections and Collect Feedback
Give users alternative means to get in touch. Including a direct customer service number, links to a live chat, or an email sign-up form can give them confidence in your brand. It also provides an opportunity to collect valuable feedback on what users are searching for but can't find, helping you identify gaps in your product catalog or search functionality.
Real-World Examples of High-Converting No Results Pages
Leading e-commerce giants have mastered the art of turning "No Results" pages into conversion opportunities. Here are some examples that do an excellent job of turning dead-end results into actionable pages that enrich the user's experience.
Williams Sonoma: Taking Responsibility
The brand outrightly takes responsibility and does not let you land at “no results” page. It always leaves you with some choice, by simply showing ~200 products, usually the simplest ones just to show you the overall idea of what can you find in store.
Gymshark: Keeping Users Engaged
Gymshark identified an opportunity to turn no result pages into valuable engagements. When users encounter a "No Results Found" page, they go beyond simply apologizing for the inconvenience by offering unique ways to keep users engaged. Gymshark ensures 24/7 customer service is easily accessible, allowing users to continue their journey, avoid frustration, and receive help that leads to results—all just a click away.
IKEA: Providing Inspiration and Alternative Categories
If a search doesn’t yield any results, IKEA ensures the customer is not left hanging. They provide suggestions for products the user might not even know they needed, allowing the customer to explore related categories or different items that match their preferences. This approach turns a potential dead end into an opportunity for discovery.
Louis Vuitton: Ensuring Support
This page does an awesome job of highlighting the possibility to call the Customer Service directly after getting “No results” page. . It even offers to assist you with your shopping needs if you contact the brand directly or visit one of its physical stores, blending the digital experience with high-touch customer service.
Turn Search Failures into Sales Opportunities
Your no results page can be a conversion killer or a land of further possibilities. As a store owner, you understand the value of every single customer interaction. Don’t let a simple "No Results Found" page be the reason you lose a sale.
By understanding the common causes of search failure and implementing these best practices, you can transform these dead ends into new paths toward a purchase. Optimizing your website’s search and no results experience will engage visitors and help them navigate closer to conversion, even when they cannot find the specific item they came for.
