Last September 3, 2021, Google finally announced the completion of the page experience update. It was a big move for Google and online retailers as it is one step further in the relentless evolution of search quality. However, since it has been rolled out, stores with poor user experience will eventually see a decline in their online business for several reasons.
Overview of the Page Experience Update
The search algorithm of Google helps to identify the results it needs to process for each search. It analyzes the query and the most relevant websites with authoritative content that will most likely satisfy them. Google makes amendments to this system constantly.
The update’s primary goal is to evaluate the quality of the website’s design and content. This way, Google can determine if a particular site is focused on helping users complete their search or not. They focused more on how the page will look as well as the content.
Moreover, the said update put more weight on ‘page experience metrics’ rather than ‘links.’ These metrics are as follows:
1. First Input Delay (Interactivity)
It pertains to the delay time when the users do something on the site versus the response time of the browser.
2. Largest Contentful Paint (Loading)
This refers to the size of the content that is immediately visible to users on their site.
3. Cumulative Layout Shift (Visual Stability)
Meanwhile, this metric focuses on page layout shifts that are beyond the user’s control.
4. Safe Browsing
It refers to the site’s safety, such as being hacked and tracked by third parties like Google Analytics and Adsense.
Does the site work well on various mobile devices? Is it responsive?
6. No Intrusive Interstitials
Does your website have intrusive or irrelevant pop-ups? Whether they are contained in the pagination or the footer.
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Does HTTPS secure the site to prevent users’ personal information from being exposed?
How Crucial Is the Page Experience Update for Ecommerce Businesses?
Page experience trust signals from Google’s update have been crucial for both e-commerce and content stores. It can also be a key competitive advantage for existing companies looking to grow their market share or for startups preparing to launch their products.
Aside from its effects on the search engine, this update will also help the brands boost their online presence and improve conversions through insightful, relevant content.
Say, for instance, a guy is searching for a pair of running shoes for his girlfriend. But your online store has only two options – Nike and Adidas. Aside from that, what you have in your store is only a generic matching shoe with the slogan ‘Run faster.’
This guy will choose to look for another site because his impression is that your shop is not a real content-based platform. Therefore, he is not satisfied with your offer.
On the other hand, he will get his girlfriend the running shoes she actually wanted if you have a site that can provide her with more than just two options. This is how it can positively affect your sales.
Effective Ways To Improve Page Experience
It is the core values of your website that affect your online exposure and the aesthetics or visual details. The page can either be attractive or repulsive to encourage conversions. Several elements can be utilized to have a better page. Check out the following options:
1. Fully optimize your website for different devices. Prioritize mobile optimization of your online store. The majority of online visitors access the internet through smartphones. Thus, your site should be responsive, compatible with mobile platforms, and fast loading.
To be sure that it is, check out Google PageSpeed Insights for your site’s mobile-friendliness score.
2. Produce ‘evergreen’ content. Several online stores produce new content weekly or monthly. So, the way to do it is to post new content that will keep people coming back to your website.
Look at the main page of clothing store Zara. It has a calendar that keeps showing the new items. In the same way, you can have a regular blog or post on your social media site.
3. Know your Critical Rendering Path (CRP). CRP is the technology behind your site. It includes factors like network latency (load time), internal server error, internal redirects, external redirects, DOMContentLoaded event, and more.
It means that Google sets the importance of these elements to determine how it will treat your site.
Always keep in mind that you are optimizing your website to make your prospect stay longer on your site. If people can’t even view the content on their screen, you will not be able to establish a solid connection with them.
4. Create a structured information architecture. Information Architecture (IA) is the way you set up the structure of your website. IA can be done through wireframes and sitemaps. It is a basic guide for the design and development team of your site. It will help them to concentrate on the aspects of the website that matter most.
5. Focus on the ‘Above the Fold’ area. Above the Fold (ATF) is the prime space of your website where people form their first impression of your store. It can determine whether they will keep browsing or click away from your site.
If you have a great site, people would want to stay longer on it. But if they can’t actually see your content from top to bottom, it will be the same as scrolling on a site where there’s no content.
In A Word
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