In its recent annual Search On event, Google announced updates involving new features that change how consumers and brands can interact on the platform. With a clear focus on enhancing visualization and personalization, the overarching aim of these developments is to drive a more immersive, informed, and individual shopping experience.
So, what kind of exciting changes can you expect to see in the next few months? Let’s dive in.
Easier Search-Based Shopping
For platform users who are looking to track down a desired product, prefacing the item in your search inquiry with the word, “shop” will lead to a visual feed that includes products, research tools, and nearby inventory related to that product.
Google is also expanding its “shoppable search experience,” previously limited to apparel, to include all shopping categories, from beauty to electronics and more on mobile, and will eventually expand to desktop as well.
Outfit Building Capabilities
Speaking of apparel, the search engine’s new and handy “shop the look” tool will showcase complimentary items when users search specific clothing options. So, for instance, when looking to buy a pair of jeans, they will also be provided with various options including tops, shoes, and more, along with details of where to buy them. Shoppers can now effortlessly put together an entire look without the hassle of having to search around for individual items.
Check Out What’s Trending
Those less sure of what they’re after can find shopping inspiration from the latest “trending products” Search feature. Here they can view the latest models, styles, brands, and more, depending on the kind of product they are after.
Items selected for display here will be those that have proven to be the most popular among other platform users, i.e., products with an increase in the number of searches and user interactions over the past week.
One of the biggest pain points for online shoppers is the limitations of digital static images that make it hard to fully envision products as they would be able to in real life. Cue the release of 3D images. 3D imaging will now make it possible for users to view items from every angle. This new feature will not only make the visual experience more compelling (according to Google) but it will also help consumers get a better sense of the product to make more informed purchasing decisions.
Plus, now users can use just a handful of still photos to create an automated 360-degree view of their products rather than the hundreds of images it previously took.
Google also aims to help alleviate decision fatigue for consumers by offering buying guides for more complex purchases to guide in purchasing decisions. These will offer valuable insights about items, including specs about weight, materials, features, sizes, news, online articles, customer reviews, and more from a wide range of trusted sources.
Buying guides will help customers avoid having to visit multiple sites across countless browser tabs to painstakingly gather information to make an informed choice. Instead, they will now have access to all the information they need in one centralized place. The result? Faster, easier and better buying decisions. Plus, even more insight categories will soon be added in the future.
See What Others Are Saying
Once they have zeroed in on a potential purchase, users can view “Page Insights” within the Google App. These bring together practical context like pros and cons and star ratings about a webpage or a product all in one view.
Those looking for the best deals can opt-in to receive price drop updates. The aim is to give Search users even more reasons to “shop with confidence” on the platform by letting them easily see what other shoppers think about certain products they are enquiring about.
More Personalized Results
Online shoppers value personalization in their shopping experiences to guide their buying decisions. So, Google will now be leveraging AI and machine learning tools to bring the right results to the right people based on their previous shopping habits.
For greater efficiency and accuracy, users can even provide details on their preferences, such as specific stores or brands they like. This way, irrelevant results can be avoided. (Research indicates this is a particular pain point of many platform users).
However, if at any point users decide they don’t want to see personalized results or if their preferences change, the feature can easily be adjusted or switched off entirely. This offers greater control and power over customers’ digital shopping experience.
New Dynamic Filters
Google is also adding new shopping filters that will adapt in real time based on user needs. At the top of their page, potential customers will see options to filter for a range of options. These will include styles, price ranges, and information about whether or not a product is available at nearby stores. These will constantly change to provide the most up-to-date information based on user behavior, current trends, and availability of the product in question.
Discover App for Inspiration
Finally, the “Discover” section of the Google app will now show suggested products specifically based on the preferences of the user using their previous purchasing behaviors as well as the habits and search requests of those with similar online shopping behaviors. This will help create an even more tailored shopping experience. Users will simply need to tap the image of an item that appeals to them and then use Google Lens to find out where they can get it.
All of these exciting new tools and features are sure to appeal to consumers looking for a more effortless shopping experience. And now you may be wondering how you can benefit from them, as well. Are you looking to boost your Google presence? Or have other questions about improving your performance and scaling your growth?
Firon can help. Get in touch today for full details on our SEO and Search Advertising services.