Formation of a developed snippet in online bookstore and analysis of its effectiveness

The process of digitalization covers various areas of the economy, including book distribution. This impact is particularly noticeable in the online book retailing industry, which pioneered domestic e-commerce back in the mid-1990s. With the decline of traditional book trade in offline stores caused by the pandemic and economic sanctions of the past three years, online book sales have increased significantly. This was due, among other things, to the activity of major marketplaces, which have created an extensive network of order delivery points. In the conditions of fierce competition between large and medium-sized participants of the online book market, the success of sales directly depends on the correct use of methods and tools of SEO-promotion of a particular product. This article discusses in detail the creation of an effective snippet. The study used statistical-economic, experimental, complex-program-purpose, economic-mathematical and sociological methods. The paper reviews the modern snippet in the Yandex browser search engine, identifies typical errors in its formation, considers the possibilities of improving its informativeness and increasing its efficiency. The key parameters of the snippet and their values for cards of the same product in different online sellers were analyzed. The methods of creating an effective snippet are described on the example of Buklit.ru online bookstore. The economic effect of the developed snippet is also analyzed. The application of the developed snippet is a highly effective, uncomplicated and successfully working method that helps to increase the conversion rate of an online store.