Retailers work with Google to optimise their sites

The retailers worked with Google to test simple changes and enhancements to their sites and work out the value of the extra sales they could generate.

Highlights of the research have been released to coincide with the launch of the search firm's accreditation scheme Google Conversion Professionals, which gives the stamp of approval to certain consulting firms who provide advice to retailers on how they can improve sales from search engine traffic.

Next worked with Google on improving landing pages and on-site search on Next.co.uk. Simple changes have seen it reduce on-site search exit rates by over 19 per cent and was able to add incremental revenue.

Meanwhile Schuh more than doubled the conversion rate across its website by running multiple tests; including changing image sizes and product density on category pages, which increased conversion by over 6 per cent.

And Debenhams used Google's Website Optimiser tool to test the messaging and positioning on the sign-up for its Beauty Club. The company tested several designs and webpage positions for its email sign-up banner. The improved version increased email sign up by over 89 per cent - a huge improvement for retention of loyal customers in its makeup category.