Website search 'vital' for online shopping

12/08/2008

It is important for retailers to include an adequate search facility as part of their e-commerce web design, according to one expert.

Graham Charlton of E-consultancy said on the website's blog that search is vital to keep those who already know what they are looking for engaged with the site in question.

He cited a study by software firm Fast Search indicating that three in ten online shoppers regularly use website search tools, with another 30 per cent doing so after they cannot see what they want by using the normal navigation process.

Businesses looking to provide the best search service possible would do well to install big search boxes to accommodate longer search terms and serial numbers and place the box in a prominent position on the homepage, Mr Charlton advised.

Prompted search - similar to the Google Suggest tool - can help shoppers to find what they are looking for quicker by offering possible terms as they type their request, he added.

According to Bytestart, Google's Custom Search application can be a good place to start for businesses wanting a website search function.