It goes in this order:
Indeed, all their happy users enabled Google to generate $39.2 billion in revenue in Q4 of 2018.
Essentially, unhappy customers are unlikely to continue to use their search engine. The quality of the user experience (US) is therefore of paramount importance. Happy customers are simply better for business.
This has a direct knock-on effect for businesses and individuals whose sites rely so heavily on Google traffic. Indeed, it’s a foundational part of search engine optimization (SEO). Website owners have no choice but to follow suit.
But what’s involved? How can you keep a user (and Google) satisfied on your site?
Keep reading to learn 6 ways to enhance user experience.
1. Keep Things Running Quickly
Your website can’t afford to be slow.
People don’t like waiting these days. The longer your pages take to load, the greater the chance that they’ll click away. For instance, a wait of 3 seconds will lead 40% of people abandoning your site.
You’ve worked hard to craft a title and subheading that attracts clicks in search. You’ve won the click. Don’t fail at the last hurdle.
Keep your pages loading fast to get those hard-earned eyes on your site.
There are lots of ways to do it. Start by optimizing the photos on your site. These are hefty files that take time to load. Next up, try upgrading your hosting service, reducing HTTP requests and minimizing your use of 303 redirects.
Google will note when people leave your website. Dwell time is a clear indication of UX. Leaving quickly is a bad sign, and Google can punish you for it in search.
2. Make Your Posts Easy to Read
What would you rather read?
A long boring wall of text, with no line breaks or pictures, or a short, quick and stimulating article that provides answers quickly.
The latter is clearly preferable. Users don’t have time or inclination to sift through and find the answer they want. They want the opposite. Your website copy must be easily scannable. Use short sentences that are concise and to the point.
It’s easy to scare someone away with a block of text. This isn’t a work assignment. There’s no-one telling us we have to read it and we won’t get in trouble if we don’t.
Ultimately, we’re lazy.
We don’t have the attention span to take on something that’s hard to process.
Straightforward content gives you a better chance of increasing dwell time. And that’s better for everyone, especially the user.
3. Be Optimized for All Devices
SEO good practice dictates that your site should be optimized for all devices.
They should be responsive, easy to use, and equally functional across computers, tablets, and phones.
Mobile is arguably the most important. Indeed, people love consuming content on their phone now. Hours and hours are spent online this way. And Google knows it. Their mobile-first rule is a direct reaction to this insight into consumer habits.
Mobile first essentially means Google will actively reward you for websites that optimize their content for mobile.
In turn, opting against mobile optimization is akin to turning down front row seats at the theatre.
It ties in with speed too. People want their mobile content to load at the drop of a hat. Accelerated Mobile Pages (AMPs) are a way of ensuring your site loads insanely quickly on mobile. It’s a major boon for your UX endeavors.
4. Test, Test, Test
You should make a habit of testing your website at every opportunity.
Important UX metrics include bounce rate, dwell time (time spent on your site) and pageviews per visit. Low bounce rate, high dwell time and increased page-views all suggest good UX.
Play around with your site and run A/B tests to see how your changes impact these metrics. Likewise, check what you’re at now to establish your current UX level.
Never make changes without solid evidence behind them. Experiment with different calls to actions, new fonts, more (or fewer) images, alternative color schemes, and so on. But compare, contrast, and track as you go.
Over time you’ll develop a solid idea of what leads to the best UX for your site.
5. Keep Things Simple
Simplicity is best when it comes to web design.
Too much information, too many pictures, too many distractions…It all adds up to an unhappy user. We naturally prefer spending time on sites that are easy to use, read, and navigate.
It’s the difference between a cluttered and clean office space.
Whitespace is an important part of this. It’s tempting to go overboard and fill every spare section of your site with more advertisements. However, no-one enjoys being bombarded by banners ads and pop-ups. It’s visually unattractive.
Having whitespace provides a simple visual that will encourage users to stick around instead.
6. Use Effective Images
Pictures play a crucial role on your website.
Firstly, they help to break up content. That makes the page easier to navigate and encourages increased dwell time.
Secondly, a great photo promotes your brand. People don’t want to see a generic stock photo when they visit your homepage. They want a genuine insight into who you are and what you do. It helps to build trust.
And trust equates to a higher chance of conversion and improved brand identity. As far as UX metrics go, your user will stay on the page for longer and engage more with the site overall. That’s good news for you and Google.
Wrapping Up: How to Enhance User Experience
There you have it: 6 ways to enhance user experience on your websites.
Google is a giant of a search engine that continues to succeed thanks to the satisfaction of its users. Happy users keep going back, which means higher revenue for Google. That’s why they place such importance on the UX in the content they display in search.
Your site will rank higher in SERPs when its UX improves. Hopefully, the information here has shown you how to make that happen.
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