SUMMARY: 43% of consumers use the internal search function immediately upon arriving at a retail site. That's why internal search tweaks are among the most important -- and profitable -- tactics you can test. So, it stands to reason that a search button in your email is just as important to test, too.
See how one retailer retooled their newsletter's search button and added a shopping cart button. Now, 30.8% of the newsletter-generated revenue comes from consumers who click on these new buttons.