Search placeholder text can be improved

Disclaimer: This report is for demonstration purposes only. I have not been hired by Matalan to produce this report and this report is purely to demonstrate my analysis, reporting and collaborating platform.
Website: 
Matalan
Page/Screen: 
Womens: Shop All (Category Page)
Recommendation ID: 
R4754
Recommendation: 

1: Use lower case letters in the search placeholder text: "Enter keyword or product code..." OR
2: Change to "Search products or brands"

Reasons: 

Capitalisation is not expected or required here and adds unnecessary emphasis. If anything, the search box as a whole needs to be emphasised.

'Brands' is more suggestive than 'Keywords' and more likely to trigger an effective search.

Product codes are not visible anywhere on product pages. Unless users are retrieving product codes from catalogs and searching online, the 'product code' placeholder text might not be of any value at all.

The Search box seems to only index product titles and brands. It does not seem to index text under 'Product Information', i.e. actual keywords users are likely to use, e.g. "100% cotton black polo shirt". Therefore, 'Keywords' is not an effective placeholder text either.

Issue Severity: 
Minor
Recommendation Strength/Type: 
Suggestion
A/B Test: 
Recommended
Metrics/KPIs: 
%Visits with Search
Status: 
Not Implemented

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