Google is putting a lot of effort into making its search the most popular place to shop online. At the recent Search On conference, the company announced 9 new features and tools to improve the user experience when making purchases. Product search becomes easier and more accurate, getting more information about a product is simple, and selection is a win-win.
Let’s talk more about the new features of product search.
1. Requests with the word [buy]. When entering such a request, the user will now immediately be taken to a page with cards of products of interest and reviews, as well as offers from nearby stores. You no longer have to go to the “Purchases” tab to make a purchase – everything from choosing the right color and the right price, as well as information about the availability of the product in the store next door, can be found on the Google search results page, says SearchEngines. The feature will first appear on mobile devices, and later on desktops.
2. Perfect image. Google will help shoppers change their style, find matching clothes, and create their “perfect” look. For example, if you enter the query [bomber jacket], the search will show not only jackets, but also other clothing items that match the style, along with suggestions for stores where you can buy it all.
3. Actual trends. Google search will begin to show users those products in the selected category that are currently most popular. This should help people keep up with fashion, keep abreast of the latest models and new brands.
Users from the US will be able to put together their ideal look and start following the trends by the end of autumn.
4. Goods in 3D. According to Google, shoppers are 50% more likely to interact with 3D images than static images. Therefore, last year, rotating 3D images of home goods appeared in search. Soon this presentation format will be applied to the “shoes” category.
In order to make the process of creating 3D product models less costly and time-consuming for sellers, Google will take over most of the work. Thanks to the latest advances in machine learning, search can automate 360-degree rotations of sneakers using just a few photos (instead of hundreds). This new technology will become available in the coming months.
5. Help in choosing. The search will show the Buying Guide block with information collected from reliable sources. These guides show what product the user can buy based on their request and help them make a choice. In the “Guide” you can find information such as price range, brands, models, key features and reviews.
Google started testing this feature in February, and it will be available to all US users by the end of the year.
6. What other buyers think. In the coming months, the Google app will feature Page insights, which will combine useful information about the page a user is on and information about the product they are viewing in one view. The user will be able to immediately see all the pros and cons of the selected product and its rating. Here you can also follow the change in its price and subscribe to receive notifications of a decrease.
7. Personalized results. Google will begin to remember the user’s preferences and will first show them the products that fit the previously set criteria. If a user selects the women’s category and Cuyana brand once, the next time they search for, for example, a bag, the search will show women’s messenger bags from Cuyana and similar brands.
You can also personalize your search yourself by directly informing Google of your preferences.
You can change your preferences or turn off personalization at any time by clicking on the three dots next to the search result and selecting the “About this result” tab.
Purchase personalization will roll out in the US later this year, notes NIXSolutions.
8. Dynamic filters. Filters for selecting products on the search page are now dynamic and adapt to user requests in real time. So, when buying jeans, the user will see not only filters by price and size, but also by current models. The latter may change over time, the search will always offer to see what is in trend.
Dynamic filters are already available in the US, Japan, and India, and will be available in more regions in the future.
9. Inspiration beyond the search. Users will be able to search Google for products that are the same or similar to what they saw in the Discover feed. It is enough to touch what catches your eye, and with the help of Lens see where to buy the thing you like.