In recent weeks, Google has officially begun phasing out the existence of its right-rail ads. As you can imagine, removing ads from one position means they’ll show up in another. Presently, this means up to four PPC ads can appear at the top of the search engine results page (SERP) thereby pushing the organic listings completely below the fold. The example below illustrates this point and shows how product listing ads (PLAs) occupy the right rail for transaction based queries.
While it’s not the case with this particular search above, the increase in page one real estate is very real! In some cases, the number of organic listings on page one has decreased from ten listings to seven. That’s if users even scroll below the fold. As an SEO savvy to the consumer journey, I can’t stress how important it is to provide a seamless user experience that captures the transaction after the user moves from the SERP onto your site. Let me illustrate using my favorite, observable test subject; my mom.
It’s funny, marketers sometimes go to a lot of trouble organizing focus groups and selecting just the right individuals to represent their “target market.” But if you really want to know when and where customers are abandoning your site, watch your parents navigate the domain.
During a recent holiday with my parents, I watched my mom book tours and excursions online. The website (which will remain anonymous for this post) that my mom was attempting to book our tickets on using her tablet, provided such a poor user experience. She was unable to properly confirm the reservation had even been made (seriously, you don’t at least provide copy that says “Thank you for your reservation…”) that she proceeded to spend the next 20 minutes on the phone trying to reach a real person in the customer service department to confirm the reservation.
The frustration and confusion caused by this website’s booking design is completely unnecessary and very fixable. Here are the four highly frictional elements which nearly caused my mom not to compete the transaction:
- Required a login & password.
- Not providing the option to at least check out as a guest.
- Multiple information-requesting steps asking for the airline name, arrival and departure dates, even date of birth (seriously!?) prior to purchase.
- The website design was not formatted for a tablet device.
Don’t try be original, just be better
As a consultant, I am constantly observing how elements on a page can help or hinder whether or not the consumer takes action. Simply doing the opposite of the four obstacles listed above will improve your user experience. One-time visits to book tickets online or make a reservation should not require a username/ password; it is literally too much for the customer to think about creating yet another username and password for your site that they’ll actually remember. Which is why providing the option to check out as a “guest” is much more seamless and hassle free to the customer.
If the information requested during the time of checkout is not relevant to the actual tour, it should not be required. Ultimately, the number of steps towards completing a purchase should be as few as possible. If your business requires certain forms of information, indicate to the consumer what information is required versus what is optional. This at least ensures you get the necessary customer information all the while continuing to move them on their way towards their booking goal.
Lastly, website design should be formatted to the device (mobile, desktop or tablet). Otherwise, customers can quickly became frustrated at not being able to see how to successfully complete their transaction and may abandon the process without completing the sale. Customer, gone.
With the increased competition for page one real estate in the Google SERP, it is imperative for e-commerce and service-oriented websites to provide an efficient online experience that quickly and securely ensures the transaction is complete and assures the customer of their purchase.
Anything less means your competitors will pick up the sale where your website left off.