Web Elements, a new tool introduced by Google, could improve the search engine results of those in ecommerce businesses and increase AdSense revenue, the company has said.

Through incorporating other Google products on their sites, digital traders can enhance the shopping experience for their customers while continuing to generate sales.

Employing the Custom Search element to a homepage, for example, helps users integrate search results "more seamlessly" with the rest of their content, which could encourage increased purchases.

Those involved in online marketing services might also benefit from utilising the Conversation element, which allows visitors to post comments on sites, something that could improve conversion rates.

According to recent findings from Jupiter Research and Bazaarvoice, customer reviews are becoming an important part of the ecommerce industry, with 97 per cent of UK consumers considering what they read online to be trustworthy.

Microsoft’s Libby Thomas also recommended that enterprises try featuring prices on their sites, as well as focusing on unique selling points.

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