67% of Shoppers Look Past Page 1 of Ecommerce Search Results — Here’s Why

For years, digital marketers focused on landing on the first page of ecommerce search results, convinced that customers wouldn’t scroll to the next page. But that line of thinking has become outdated as shopper behavior evolves. 

Salsify’s upcoming consumer research report found that 41% of shoppers explore up to page three of search results, with 26% venturing as far as page five, which means over two-thirds of shoppers say they’re willing to scroll past page one — often because they’re looking for the right product, not just the first one they may come across.

For brands jockeying for ecommerce search result relevance, this could be a game-changing revelation. Here’s a closer look at why shoppers are scrolling beyond page one and how your brand can turn those clicks into conversions.

How Shopper Behavior Is Changing Ecommerce Search Results

Shoppers today are more methodical than ever, often motivated by a need to dig deeper to find products that align with their specific needs. This shift reflects a more intentional approach to shopping, driven by a combination of emerging economic pressures, broadening skepticism toward search rankings, and a clear preference for personalized results.

With inflation and rising costs impacting household budgets, many consumers are on the hunt for better deals or more affordable alternatives. Salsify research reports that 66% of surveyed shoppers cut back on non-essential purchases, and 52% switched to store brands, suggesting cost is an increasingly important consideration for consumers. 

Shoppers are also increasingly aware that top search results often include paid placements, making them more likely to scroll further in search of authentic, high-quality options that truly meet their needs. 

As brand and product discovery becomes more common through social media and other digital channels, consumers are more comfortable with thorough, multi-step search behavior that extends well beyond the first page of results.

For brands, these evolving habits present a unique opportunity as the deeper shoppers go, the more intentional they’re likely to be. By understanding and responding to these motivations, brands can engage a highly committed audience ready to convert — if they encounter the right content along the way.

Optimizing Ecommerce Search Results To Turn Browsers Into Buyers

Enhanced Content and Consistency

Shoppers rely heavily on rich, accurate, and detailed content to make purchasing decisions. In fact, 77% of surveyed consumers say that product titles, descriptions, and visuals play a critical role in their choice to buy. 

High-quality images, clear descriptions, and engaging videos or comparison charts can be a decisive factor between a lost opportunity and a completed sale.

Consistency across channels is also important. Shoppers expect uniform product information whether they’re browsing a retailer’s website, a third-party marketplace, or a social media platform. When they encounter inconsistent descriptions, outdated specs, or conflicting details, 54% say they're willing to abandon their purchase altogether​. 

Thankfully, it doesn't have to be this way: Ensuring that your product content is synchronized across all touch points not only builds trust but keeps shoppers engaged through the purchase process.

Leveraging Long-Tail Keywords and Competitive Promotions

As shoppers become more specific in their searches, focusing on broad keywords alone may no longer be enough. 

Today’s consumers often use intent-driven queries, looking for products that match their exact needs. Instead of optimizing for general terms like “headphones,” for example, brands can capture niche audiences by focusing on phrases like “noise-canceling headphones for remote work.” This approach helps your products appear where intentional, motivated buyers are searching.

At the same time, competitive pricing and strategic promotions can also go a long way in capturing the attention of price-conscious shoppers, especially beyond the first page. 

Many consumers are willing to scroll through multiple pages in search of deals, and offering targeted discounts or promotions for lower-ranking products can drive traffic and conversions — and might even improve your result rankings too. 

Trust-Building and Personalization

As some things change, others remain the same: Trust remains a cornerstone of ecommerce success. 

It’s why inconsistent or incomplete product information can erode consumer confidence in your brand or products, leading to unwanted outcomes like abandoned carts. Investing in authentic user-generated content (UGC), such as customer reviews or real-world images, can help reassure shoppers, providing the level of confidence they need to feel comfortable making their purchase.

Additionally, a seamless user experience is crucial. Shoppers expect intuitive navigation, product search optimization, and interfaces that don’t frustrate or confuse them. Poor user design (UX) or clunky search functions can drive potential buyers away before they even reach the product page.

Personalization also plays an increasingly important role. About 34% of shoppers say they value personalized shopping experiences that reflect their preferences. Using tools like zero-party data, such as quizzes, surveys, or preference inputs, brands can offer tailored recommendations that align with shopper intent, making each search feel relevant and satisfying.

Don’t Stop at Page One — Your Shoppers Won’t

Shoppers are scrolling further than ever, driven by a desire for better deals, specific features, and authentic information. 

Thankfully, it’s far more of an opportunity than a challenge. By optimizing content, leveraging long-tail keywords, and building trust through consistency and personalization, brands can turn these deeper searches into conversions.