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- and ensures that users return to your website at a later date. To learn more about KPIs, also read Felix's article “SEO metrics questioned: What really counts?” Tip : To find out whether your website meets the needs of users and can be served well by them, you can carry out usability tests. In this video , UX expert Jakob Nielsen explains why testing with users is definitely worth it. Google's UX Playbook Retail: Best Practice in E-Commerce Let’s now take a closer look at the UX Playbook Retail to see what practices Google recommends for online shops.


Google says it looked at several hundred shop websites and derived various universal UX elements that Special Data ensure a smooth shopping experience. What can you take from this for your online shop? Don't miss any more posts: THE newsletter in online marketing Do you like this blog post? If you want to regularly keep up with the latest trends in online marketing, then subscribe to our newsletter now. Over 18,000 subscribers trust us. Click here for the registration form. 1. Adhere to conventions and always keep user expectations in mind The playbooks show that proven standards and meeting user expectations are more important than particularly unusual, creative pages. It is difficult to say in general how much the design of your shop may deviate from the standards.




However, it is important that users understand the functions of the site intuitively. The best thing to do is to carry out user tests (ideally during the design process) to find out how well users achieve their goals on your site. 2. Important things must be quickly apparent and clearly formulated Call-To-Action : CTAs should be descriptive and located above the fold, especially on homepage and landing pages . Example of a specific CTA: “Learn more about car insurance” instead of just “Learn more”.