Every shopper who lands on your store is either going to type something into the search bar or click their way through your collections to find it. They know what they want, they’re actively hunting for it, and when your store can’t deliver it, they leave. For most Shopify stores, it comes down to two things: the search box and your filters, and both are places where stores quietly lose shoppers who were ready to buy. The shopper who searched and got nothing: Fix your zero-results page Zero-results pages are one of the most avoidable problems in ecommerce site search, and most store owners don’t realize how often they’re happening. A shopper types “navy blue throw” or “XL winter coat,” gets back an empty, no-results page, and that’s it… they’re gone.