Onsite Search, Deals Boost Holiday Web Sales

Google Commerce finished a report that shows online shoppers place a big premium on the ability to do site searches and finding deals.

77% of people surveyed said they used on site search while doing their shopping. "This Cyber Monday, online retailers seemed to be focused exclusively on offering great deals and promotions. Yet when provided with an open-ended format to comment on their shopping experiences, consumers were most concerned with findability," Google reported/.

The written survey results are recommended reading for ecommerce site owners. In number summary:

  • 77% of those surveyed used search within an e-commerce website to find products.

  • Responders were most impressed by e-tailers who had great deals (22%) and a fast/easy shopping experience (14%).

  • Shoppers cited a difficulty finding items (11%) more frequently than shipping problems (10%) or a lack of good deals (8%).

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About the author

Frank Watson has been involved with the Web since it started. For the past five years, he headed SEM for FXCM -- at one time one of the top 25 spenders with AdWords. He has worked with most of the major analytics companies and pioneered the ability to tie online marketing with offline conversion.

He has now started his own marketing agency, Kangamurra Media. This new venture will keep him busy when he is not editing the Search Engine Watch forums, blogging at a number of authoritative sites, and developing some interesting online community sites.

He was one of the first 100 AdWords Professionals, a Yahoo and Overture Ambassador, and a member or mod of many of the industry forums. He is also on the Click Quality Council and has worked hard to diminish click fraud.