I had the opportunity to compare websites last night. In one site I was entering book reviews on Amazon and Barnes and Noble. Then I priced a repair item for my home on two different home center's sites.
The book review went smoothly on both websites. I was able to get to the page through a quick search. Once on the website, I entered the information to pull up the book I was reviewing and within minutes had completed my business. But there the comparison ended. On one site I spent a little more time perusing the offerings, even though I'm feeling a little broke, there were some new books that the one website was hawking just to me due to my search criteria. They didn't make a sale but they got my attention.
On to the home center sites. On the first site I entered my criteria and was able to review different product offerings and I could even purchase online.
But on the second site the search gave me a totally irrelevant list of 200+ items that I had to wade through before I finally found what I was interested in. And then the prices weren't listed and there was no opportunity to buy online even if I wanted to.
Search optimizations are necessary when putting up an e-commerce site and need to be tweaked as time goes on. Also, once your site is up and running, have a review of the offerings that are suggested to customers to give customers a reason to return and make another purchase.