How Google and Amazon have moved the bar for good usability

In the early days of the web, there were plenty of eCommerce sites and search engines to choose from based on your experience and preferences over time. Whilst these websites are still alive and kicking, the rise of Google and Amazon has undoubtedly changed our perception when it comes to good website usability. 

  The rise and growth of the Google Ads platform is a testament to the good usability of Google. Searchers are now very intolerant of poor user experiences which means if you want to compete in any meaningful way you need to have a website that can compare to Google and Amazon in terms of usability.   

In our latest insight piece, we take a look at usability, and why Google and Amazon have created two of the largest digital advertising and eCommerce platforms on the web.     

Amazon has put the customer above all else, and it shows 

  Amazon has seen pretty incredible growth over the last 20 years and the results have increased dramatically throughout the COVID-19 pandemic. One of the key reasons for this move is the customer-centric approach they take in every aspect of the business. Whether it be the end-user buying products or the agency running PPC ads through their user-friendly platform. 

Google keeps it simple compared to other search engines 

    If you land on the pages of other search engines such as Bing and Yahoo you may find yourself bombarded with article listing and ads that offer no relevance to your searches. This is a big issue, and it is one of the reasons why the ads shown on the likes of Yahoo may have a lower click-through rate than on Google.  Google keeps it simple, both in their homepage and the individual search engine results pages (SERPs). This means that the paid advertisements and ads placed on the results pages garner higher levels of trust, and the same cannot be said for other search engines. 

Both companies have built around an excellent core offering 

    So Amazon has put the customer first in everything they do, and Google has perfected their core algorithm and offering before offering other products with a great user experience. Both companies have built upon their core offerings and used their auxiliary services to grow. Take Amazon prime, many users will prioritise buying through it, even if other options are available cheaper on the web!  

Get in touch with our team to find out more 

  So whilst it may be difficult to compete against the likes of Google and Amazon when it comes to the user experience, with the help of an expert PPC agency you will start to make some progress.    Remember, having good ads with a high click-through rate is only half the battle. You also need to have a good landing page that scores high both in terms of relevance and user experience. Feel free to get in touch with the AdPilot team if you want some help and training on how to do this.