It won’t always be possible to show search results — sometimes the store doesn’t have what the user is looking for, other times the search engine isn’t fully capable of understanding what the user searched for. In these cases, it’s important to have a helpful “No Results” page that guides the user back on track. However, our usability testing reveals that 68% of e-commerce sites have a “No Results Page” implementation that is essentially a dead-end for users, offering no more than a generic set of search tips.