Providing a good user experience can make or break a website. The good news is that UX is no mystery. We know what works, and so do you! The bad news is that poor quality UX can hurt a website’s reputation as well as its rankings.
This article defines the user experienceExplain why UX is importantand offers four useful tools for evaluating the performance of your own site.
What is UX and what does user experience mean?
User experience (abbreviated as UX) is about designing useful and enjoyable experiences for users. It’s a design philosophy and discipline that can be applied to any industry, but it’s commonly used to refer to the user experience of websites and digital products.
A user’s experience is made up of many different elements. This includes usability, accessibility, credibility, value, and enjoyment. Is it easy for a user to find the Contact Us page? Is it nice to scroll through the lawyer profile page? What is the value of your blog content?
The best user experience gives the user what he needs in the easiest and most enjoyable way. Empathy for the user is a key design principle.
Why is UX important?
From a user perspective, a good UX is important because a satisfied user is more likely to take positive action such as booking a call or purchasing a product.
UX is the technical and emotional background present when a user interacts with your website. Good design facilitates an easy online experience – and when a user feels confident browsing your website, they’re more likely to walk away with a positive impression of your business.
Another big reason why UX matters is search engine ranking. What’s good for your user is usually good for search engines too.
Gone are the days when you could trick Google into ranking your website by just stuffing keywords. Google appreciates websites that provide useful experiences for visitors. This criteria includes things like load time, bounce rate, and accessibility features like alt text.
In other words, it is worth investing in a good user experience for your website. A good user experience means more value for users, more business for you, and higher rankings in the search engine results page.
4 useful tools to know the performance of your site
So how can you tell whether or not your website is providing a good user experience? Remember that you are not your user. It is essential to obtain data from real users.
Here are four tools anyone can use to assess their website’s UX.
Page speed information is a tool that helps you see how fast your site is loading on desktop and mobile. These are Core Web Vitals, and good loading speeds on desktop and mobile devices will dramatically improve your website’s UX.
Google Mobile Friendly Test can help you understand how your website performs for mobile visitors (i.e. someone accessing your website from a smartphone). A good UX means the experience is consistent across all devices.
Google Analytics is a rich source of data for your website. This treasure trove of information can produce reports on user behavior, the success of specific content, the acquisition of site traffic, and more. You can examine specific data points and then improve them. For example, is the time spent on the site really low for certain pages? Are you seeing large amounts of visitors leaving your website from a single page? Spend some time reviewing these metrics to better understand how visitors interact with your website.
Behavioral analysis tools, such as Hotjar and mouse flow, can help you record visitor sessions and produce engagement heatmaps. Although most of these tools are not free, their results can be extremely informative.
Review and next steps
UX is how a user experiences your website. How someone feels when using your site can be affected by many different factors, from page load time to button color.
UX is important because it affects how a user perceives your brand and what actions they take or don’t take on your website. UX can also impact your site’s ranking on Google.
There are free tools anyone can use to learn more about how users interact with a website. However, the best strategy for delivering a top-notch user experience is to build a website from scratch with experienced designers who appreciate and are trained in UX best practices.