Making Your Site Search Results Stand Out

May 01, 2013 5:58 PM  By

site-search-300Let’s face it, not every visitor who comes to your ecommerce site it looking to buy. Sometimes they stumble upon your page through an external search engine to research a product they are interested in, or to compare your price with another competitor’s offer.

While you cannot magically get a visitor to buy your products, you can push them a little by offering compelling copy with great visuals to take the place of an in store associate. According to Econsultancy, by offering effective site search your ecommerce page becomes more user friendly and allows visitors to find things more quickly.

“This can translate into higher sales, as customers who find what they are looking for easily are more likely to make a purchase,” Econsultancy said.

A recent article by Search Engine Land states “Effective product pages are able to satisfy the various needs of each of your visitors…Your product pages must be designed with usability and conversions in mind.”

Here are four product page optimization tips from Search Engine Land that could give your product pages the selling points they need:

Don’t forget the product descriptions

Every single product on your page should include a unique product overview and description. This is the “meat” of your product page. This is what will convince your visitor to buy the product they are looking for. Search Engine Land recommends using this space “to address the emotional needs” of the customer as well as the “what’s in it for me” question.

Don’t forget detail product information

There is a difference between product descriptions and product information. When it comes to product information it should always include product features, specifications and benefits. It should be the next best thing to being in a traditional bricks-and-mortar store. “Include as much information here as possible, so as not to force the visitor to leave the page unless absolutely warranted,” according to Search Engine Land.

Don’t forget to include high resolution images

A picture says a thousand words so the images you decide to post on your site are extremely important. Product pictures, Search Engine Land states, help shoppers “get a greater understanding and appreciation of what they are (or may be) purchasing.”

Images should always be in high resolution format. “When low-quality images are used, the visitor is left with a low-quality impression of your products. Better images improve the perceived value of what you offer,” according to Search Engine Land.

Don’t forget enhance image views

Since your visitor is not in the traditional store they cannot see or feel your products. This also means they cannot try them on or see how they fit or work. Instead of uploading simple images of the product, try uploading images being worn by a model (if it’s apparel) or being used. “Adding additional images and image enhancements allow the shopper to see your product in a more interactive format. Consider adding images of the product from various angles, in use, in storage, zoomed in, in a video or even just a larger view option,” according to Search Engine Land.

“These enhanced image views gives the shopper a greater appreciation for the product that they cannot yet hold in their hand, and this can often be a defining factor in being able to make a decision to buy,” according to Search Engine Land.