A search results page, also known as SERP, is a very important part of the user experience. A well designed SERP offers a positive experience for your users, engages them, and keeps them coming back. In this post, we are sharing our top 7 tips to help you create the best SERP experience.
1. Make sure the results are accurate and relevant. The most important elements of a SERP are the results. A user’s search experience will be disappointing if the search results aren’t correct or applicable and will put them off from visiting the site again. User satisfaction is key.
2. Pay attention to what your users are asking you. If a user is searching for a black, second-hand Holden, it is pointless to also show them a white, brand-new Holden or a red, second-hand Toyota. If there are no black, second-hand Holden cars available, do not lead the user to a ‘no results’ page. Instead, explain the situation, suggest an appropriate substitute or guide them in the direction of how to find what they are looking for. Always make sure the algorithms are up to date and working properly.
3. A good SERP is designed well. An important element of a SERP is how it looks. If it’s too cluttered or all over the place, the user will be put off. Use fonts, sizes, and colors that are easy and clear to read for all screen sizes. Your SERP should also be mobile phone and tablet-friendly, in both vertical and landscape views.
4. The main element – the search box. The search box needs to be clearly visible. Users will expect to find it towards the top center or top left of the SERP. It also needs to be big enough for users to easily click on it or touch it with their fingers. A call to action, such as ‘what do you want to look for’, or a picture of a magnifying glass is also beneficial.
5. Make things snappy. Long loading times are annoying. Make sure the SERP loading time does not exceed two seconds. However, if this isn’t possible, then a progress indicator should be implemented so that a user can see how long they may have to wait. Use cute, quirky or funny animations to divert the user’s attention while they are waiting.
6. Assist with spelling. Many users misspell search terms. Offer the user ‘corrected’ search terms so that a ‘no results’ page is avoided.
7. Offer Results Filter option. If a user is searching for ‘iPhone’, they don’t want to be shown every single iPhone on the web. A good SERP offers filters so that a user can specify their search, for example by price range, brand, color, etc. Provide filters that are relevant to the user’s search.
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