E-Commerce Site Search Isn’t Sexy, But it Sells

However, one question still remains: Which approach to site search best connects shoppers with the products they're most likely to buy, making shopping easier and retailers more profitable? Do online shoppers use natural language search, which interprets subjective terms to serve up search results? Or do the most relevant search results come from learning search, which "learns" what specific search terms resonate most with consumers and re-ranks the order of search results based on the latest activity of users?