Online retailers must improve their sites to stand out this Christmas, Google warns

Online retailers must include as much information as possible on their sites in order to increase traffic and record higher sales, the head of Google’s retail division in Australia has warned.

Google Australia’s head of retail, William Easton, says businesses need to take advantage of research showing retail-related searches are increasing, and update their sites to include as much information about their businesses as possible.

“We’re definitely seeing a very steep increase in retail searches, more so than any other category in terms of year-on-year growth. That is systematic of the fact that people are now using online as a natural medium, collating information about what they can do.”

“The most important thing is that retailers need to be conscious about ensuring they show all the information they would in a normal store. They need to have information about what products they sell, the places they sell them and their availability.”

Other useful practices, he says, include making sure offline promotions are advertising online, and ensuring coupons and discounts are also clearly marked.

Easton says many online retailers don’t bother putting this information on their websites, despite it being “common sense” and a near-guarantee for more traffic.

Additionally, Easton says that despite a 49% increase in shopping-related searches this year, online retail participation is still “low compared to other countries”.

“As far as other English speaking countries are concerned, Australia is low in terms of percentage, but retailers in Australia are now starting to increase ecommerce. I think it just takes time for people to build their sites…and to make the right decisions.”

Google also released research which shows shopping-related search queries are up 49%. Apparel-related queries have increased by 55%, with luxury goods searches up 44%.

But searches haven’t just increased for retail. Accounting and tax-related queries are up 26%, travel searches are up by 37% and real estate queries have increased by 37%. Mobile-phone related searches are up 40%, while searches for local restaurants and clubs are up 44% and 40% respectively.

Easton says the increased number of searches indicate retailers must be vigilant about updating their websites and including new content in order to gain new sales. He points to a new feature in the online Business Centre that allows businesses to pinpoint when interest in their site reaches a high.

Additionally, the company has introduced a new offer for businesses, giving away $100 vouchers redeemable for AdWords campaigns. Easton says this follows on from a similar offering earlier this year, which was taken up by 3000 people.

“We did an earlier one this year with $75, so we’re doing it again for $100. This is just for new AdWords customers, people who haven’t run a search marketing campaign before, and it will end at the end of the year.”

“The main reason we’re doing this is because AdWords allows customers to connect and communicate new products, and when you have 50% of people searching online for products before buying, that’s a lot of activity.”

Easton warns retailers the more information a retail has available on a website, “the more informed the customer is…and therefore the more likely they are to buy”.