A new Google UX Playbook, specifically for the autos industry, has been leaked, dating from January 28, 2019. The enhancements Google’s playbook suggests are applicable to almost any website selling products, so reviewing it can provide valuable insights.
Four Areas to Improve UX and Sales
Google reviewed auto-related websites and identified four key areas crucial for maximizing sales, a process they refer to as "Creating Frictionless Experiences Across the Funnel":
- Homepage & Navigation Speed
- Build & Price
- Form Optimization & Drive to Dealership
- Speed
Home Page and Navigation Speed
Google’s research pinpointed four important factors for enhancing the homepage and navigation:
- Ensure key calls to action appear above the fold
- Highlight value proposition & drive to relevant landing pages
- Encourage users to view & filter offers
- Include support & post-sales activity in the menu
Prominent Call to Action
Incorporating a prominent call to action (CTA) has always been crucial. Through A/B tests conducted over two decades, affiliate marketers found that larger and more noticeable buy buttons significantly increased sales.
Highlight Value Proposition & Drive to Relevant Landing Pages
Understanding user expectations is crucial on sales-oriented web pages. For cars, buyers may see them as status symbols, modes of transportation, or tools for work. Images can effectively convey how a product fulfills these aspirations.
Build & Price
This section focuses on convenience, making it easier for potential buyers to research and compare, including providing the ability to save information.
Form Optimization & Drive to Dealership
Ease of research and purchase remains the focus here, emphasizing the importance of "frictionless" interactions.
Speed
Google lists three speed benchmarks:
- Start Render: The first noticeable display on the screen.
- Speed Index: The average time at which visible parts of the page are displayed.
- Time to Interactive: The time when the page is considered usable and responds to user input.
While speed is a soft ranking factor in search algorithms, it significantly impacts conversions, indexing, and sales. Fast page speeds remain crucial for optimizing sales efforts, a fact known since the early 2000s by affiliate marketers who created lightweight pages with minimal code.
Google UX Playbook Download for Autos
The playbook provides valuable information for those in the auto sales industry. However, insights from the playbook can benefit other niches too. It was recently highlighted in a Sistrix article mentioned on Twitter. You can access the leaked Google UX Playbook through available channels.
More Resources
Images by Shutterstock, Modified by Author
Screenshots by Author, Modified by Author
