Designing search results pages that convert

Plus, why horizontal filters outperform vertical sidebar filters by 54% for certain browsing tasks!

Author

Fiona Burns
March 13, 2025

Hey - it’s Fiona

This week, my husband and I were searching for a hotel or apartment for a weekend getaway with our family. We used a few different platforms and couldn't help but notice how different each search experience felt on each. Some were intuitive and delightful, guiding us to exactly what we wanted. Others left us frustrated, having to click back and forth between listings and search results, and constantly refining my filters.

It really highlighted to me how important the search results page is as the central navigation hub of your marketplace. It's where your users will spend a significant amount of time deciding what to explore further.

If you get it right, and you'll see higher conversion rates and happier users. Get it wrong, and you risk losing potential customers before they even engage with your sellers' offerings.

So this week, I thought I’d discuss my thoughts on designing an effective search results page that helps users find what they're looking for quickly and confidently.

QUESTION OF THE WEEK

How should I design my search results page to maximise conversion?

What is a search results page and why is it so important?

The search results page is essentially the shopping aisle of your digital marketplace. It's where users browse available options after entering search criteria or selecting a category. While it may seem like a simple list of items, it's actually one of the most complex and crucial interfaces in your marketplace.

Think of it this way: your search results page serves as both a filtering mechanism and a showcase. It must efficiently narrow down options while simultaneously highlighting the most relevant offerings. It's where users make initial comparative decisions about products or services, often deciding within seconds whether to engage further or leave your platform.

For marketplace owners, the search results page is where you can dramatically influence user behaviour. A well-designed results page can increase time on site, boost engagement with listings, and ultimately lead to more transactions.

Core Elements of an Effective Search Results Page

Here are the essential components and considerations for designing a search results page that converts:

1. Search Functionality

Search bar prominence: Make your search bar easily accessible and visible at the top of the page. Users should be able to refine their search without scrolling back up.

Auto-suggestions: Implement predictive search that offers suggestions as users type, helping them find what they're looking for even if they're not sure of exact terminology.

Recent searches: Display recent searches to help users quickly return to previous queries.

2. Result Presentation

Grid vs. List view: If relevant, offer both options to accommodate different user preferences. Grid views work well for visually-driven marketplaces (like Airbnb or Etsy), while list views are better for text-heavy or specification-driven listings (like job boards).

Result count: Always show the number of available results, as this helps users gauge the breadth of options and the effectiveness of their search parameters.

Sorting options: Provide relevant sorting mechanisms such as price (high to low, low to high), relevance, popularity, distance, or date added.

3. Filtering System

Visible filters: Display the most important filters prominently, with less common filters available through expandable sections.

Applied filter indicators: Clearly show which filters are currently active, and make them easy to remove individually.

Progressive disclosure: Use expandable sections for filter categories with many options to avoid overwhelming users.

Price range sliders: For price-based marketplaces, include both slider controls and numeric input fields for precise price filtering.

4. Listing Cards

Consistent information hierarchy: Each listing card should present information in a consistent order of importance, with the most crucial details visible without clicking.

Primary image quality: Ensure that primary images are high-quality, properly cropped, and showcase the offering effectively.

Essential information: Include only the most decision-critical information on the card: title, price, key features, rating, and location (if relevant).

Visual indicators: Use icons or badges to highlight special features or statuses (e.g., "Bestseller," "New," "Limited Time").

5. Pagination vs. Infinite Scroll

Infinite scroll: Works well for casual browsing and discovery (like social media feeds or image-heavy marketplaces).

Pagination: Better for goal-oriented searches where users may want to reference specific pages of results.

Hybrid approach: Consider a "Load More" button that adds additional results without the disorientation of true infinite scroll.

Contextual Considerations

Different types of marketplaces require different approaches:

Location-based marketplaces: For platforms like Airbnb or Hipcamp, integrating a map view is essential. Consider these best practices:

  • Allow users to toggle between map and list views

  • Synchronise map markers with visible listings

  • Update results in real-time as users move the map

  • Show key information in map marker tooltips

  • Highlight selected listings on the map

Service marketplaces: For platforms like Upwork or TaskRabbit, emphasise:

  • Provider ratings and reviews

  • Availability (date/time)

  • Experience level indicators

  • Response time metrics

  • Pricing structure (hourly vs. project-based)

Product marketplaces: For platforms like Etsy or eBay, prioritise:

  • Multiple product images

  • Stock availability

  • Shipping information

  • Return policy indicators

  • Seller ratings

Mobile Considerations

With more than half of marketplace traffic coming from mobile devices, consider these mobile-specific best practices:

  • Use a full-width search bar at the top

  • Implement easy-to-tap filter buttons

  • Create a collapsible filter panel that slides up from the bottom

  • Use a single-column layout for results

  • Ensure all interactive elements are large enough for comfortable tapping

  • Implement a "sticky" filter/sort bar that remains accessible while scrolling

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

DESIGN SPOTLIGHT

Marketplaces that get it right

Here are some examples of marketplaces, I feel have perfected their Search Results page.

Hipcamp

Hipcamp's search results page exemplifies excellence in location-based marketplace design:

What they do well:

  • Seamless integration of map and list views

  • Clear property type indicators with custom icons

  • Prominent display of key differentiators (pet-friendly, swimming access, etc.)

  • High-quality, consistently sized feature images

  • Smart use of whitespace to prevent visual overload

  • Clear pricing display with per-night breakdown

  • Availability calendar preview on hover

The brilliance of Hipcamp's design lies in how it balances visual appeal with functional efficiency. Their search results page provides just enough information to help users make initial decisions without overwhelming them with details better left for the listing page.

Landtrust

Landtrust takes a different approach, focusing on the unique aspects of land rental.

What they do well:

  • Prominent acreage information (a key decision factor for their market)

  • Activity tags (hunting, fishing, etc.) that help users quickly identify suitable properties

  • Location information that includes both exact location and proximity to nearby landmarks

  • Seasonal availability indicators

  • Owner response time metrics

  • Land type classification (woodland, farmland, etc.)

Landtrust understands that their users have specific requirements based on their intended activities. Their search results page is designed to surface this information immediately, allowing users to quickly filter out properties that don't meet their needs.

Thumbtack

For service marketplaces, Thumbtack offers an excellent example:

What they do well:

  • Provider cards that emphasise reviews and ratings

  • Service area information displayed prominently

  • Quick-view pricing estimates

  • Highlighted specialties and expertise areas

  • "Responds in X hours" indicators that set expectations

  • Background check verification badges that build trust

Thumbtack recognises that trust is paramount in service marketplaces. Their search results page focuses on the information that helps users evaluate provider credibility and suitability at a glance.

DESIGN SNIPPETS

For those looking to dive deeper into search results page design, here are some excellent resources:

Baymard Institute's E-Commerce Search Usability Report - This comprehensive research study examines search functionality across major retailers, identifying that search UX issues cause 61% of users to abandon sites when they can't find products despite being available. The report provides detailed guidelines on query formulation, search scope, results presentation, and filtering systems that can dramatically improve search conversion rates.

UX Planet - Best Practices for Search Results - This guide explores how effective search results pages should balance delivering accurate results with providing a quality user experience, covering essential elements like proper information hierarchy, visual design considerations, and techniques for handling edge cases. The article emphasises that successful search interfaces must accommodate diverse user behaviours, from highly specific queries to broad exploratory browsing, while maintaining consistency and clarity throughout the search experience.

Baymard Institute - 5 Proven Strategies for Improving “No Results” Pages - This research-backed article explains that "no results" pages represent critical failure points where 79-100% of users abandon sites, but these moments can be transformed into opportunities by implementing zero-results recovery patterns. The article details specific strategies including spell-checking, query relaxation techniques, autocorrection, and displaying alternative products or categories that can salvage up to 30% of potential abandonments and maintain user engagement.

Baymard Institute - Horizontal Filtering Toolbars: 2 Reasons to Be Cautious - This article reveals that horizontal filtering designs can outperform traditional vertical sidebar filters by 54% for certain browsing tasks, making filter discovery more likely and creating a more streamlined interface for users. The research outlines specific implementation guidelines including when horizontal filters work best, how to handle more complex filtering needs, and techniques for maintaining usability across both desktop and mobile interfaces.

—> ✉️ Have you implemented any innovative features on your search results page? I'd love to hear about them! Reply to this email with your insights.

Fiona Burns

Whenever you’re ready, there are two ways I can help you:

Marketplace Idea Validation - Get a research-backed, 15–20 page validation report assessing market demand, competition, monetisation, and customer acquisition, so you can move forward with confidence. 

Sharetribe configuration - I can set and fully configure your Sharetribe marketplace using the no-code tools available in the Sharetribe Console. This is best suited to founders who are ready to launch a proof-of-concept at a low cost.

UX/UI design - I provide a tailored UX/UI design service for marketplace businesses, including custom UI and bespoke features. This is best suited to founders who are ready to invest in a high-quality, custom-designed marketplace.

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