Site Search vs Navigation Traffic Split Analyzer
Analyze the proportion of users who rely on site search versus direct navigation, and evaluate the impact on engagement and conversion metrics.
Formulas Used
Traffic Split %:
Search % = (Search Sessions / Total Sessions) × 100
Navigation % = (Navigation Sessions / Total Sessions) × 100
Conversion Rate (CVR):
CVR = (Conversions / Sessions) × 100
CVR Lift:
CVR Lift = ((Search CVR − Navigation CVR) / Navigation CVR) × 100
Revenue per Session (RPS):
RPS = Total Revenue / Sessions
Average Order Value (AOV):
AOV = Total Revenue / Conversions
Search Dependency Index (SDI):
SDI = Revenue Share (%) / Session Share (%)
SDI > 1 → segment over-contributes to revenue relative to its traffic share
Revenue Opportunity:
Opportunity Revenue = Total Sessions × Search CVR × Search AOV
Uplift = Opportunity Revenue − Current Total Revenue
Assumptions & References
- Sessions are classified as either "site search" (user triggered internal search at least once) or "navigation only" (browsed without using search); sessions may also be unclassified.
- Conversion Rate is defined as conversions divided by sessions for each segment, consistent with Google Analytics session-scoped goal measurement.
- The Search Dependency Index (SDI) is analogous to the Brand Development Index (BDI) framework adapted for on-site channel analysis.
- Revenue Opportunity assumes search-user behavior (CVR and AOV) can be replicated across all sessions — a theoretical upper bound, not a guaranteed outcome.
- Industry benchmarks: site search users typically convert 2–5× higher than non-search users (Forrester Research, "Search Is the New Navigation").
- A high search session share (>30%) may indicate poor navigation UX or a complex product catalog requiring search-first discovery.
- Data should be sourced from analytics platforms (Google Analytics 4, Adobe Analytics) using consistent session and goal definitions.
- Seasonality, device type, and traffic source can significantly affect split ratios and should be controlled for in deeper analysis.