Web traffic crashes are almost always blamed on poor SEO — but that isn't always the case. The real culprit, in many cases, is in fact a substandard user experience (UX). A recent survey found that nine out of ten website users will switch to a competitor if a website's user experience isn’t up to par.
Essentially, your website's user experience serves as an introductory presentation of your brand and product offerings. It is the first impression you make on a potential customer — and for that reason, it really needs to pack a punch.
Let’s discuss the importance of user experience and the steps you can take to measure, track, and leverage UX to boost conversions.
User experience captures the overall user reception of your website. It is a measure of the usability, ease of navigation, accessibility and resourcefulness of your domain. Your UX plays a crucial role in several elements of your online presence and operation.
If your website's user experience is not up to par, visitors are less likely to stick around. In fact, estimates suggest that about 79% of users refuse to engage with websites that offer a poor user experience. Lagging loading times, a poor user interface, and irrelevant content can repel potential customers and take a heavy toll on your online growth.
Your website's user experience speaks volumes about the credibility of your brand. In other words, how well you present yourself and your brand ultimately determines whether customers will trust you.
When you design a user experience that helps customers reach their goals, you're positioning yourself as a reliable and trustworthy source. And that will go a long way to boost your digital presence, web traffic and click-through rates.
Did you know that your site’s user experience affects your performance on search engine results pages (SERPS)? Google and other search engines are always striving to deliver the most value to users. So, it makes sense that they would boost the sites that best understand and fulfill customer needs. A poor user experience translates into higher bounce rates and that, in turn, causes you to rank lower.
If you want to measure and track user experience, you’ll need to compare your traffic and click-through results against key performance indicators (KPIs). Some of the metrics to keep an eye on include the following.
If you need help nailing down your data, MyDash offers a performance marketing dashboard that can help you measure, track, and boost your user experience in an effective, efficient, and affordable way.
Rest assured, developing an effective user experience isn't rocket science. You can improve your site’s UX relatively quickly, and design a successful site that customers will enjoy visiting and using regularly.
Start by implementing these upgrades:
Once you’ve tweaked your website to improve your user experience, stay on top of it. In a fast-paced online world, things change rapidly. The elements that work well for your customers today may be completely irrelevant in a few months. Conduct regular checkups on your UX, and don’t hesitate to make changes, especially if your users suggest them.
Your website’s user experience has the power to make or break your traffic, conversions, and overall success. Investing in your website UX can lower the cost of customer acquisition, reduce support costs, boost your customer acquisition and retention, and even lead to increased market share.
If your UX is hanging in the balance, underperforming, or hurting your traffic, don’t wait any longer to give it the makeover your business deserves. At the end of the day, the foundation of excellent branding and online growth is a positive user experience. Don’t leave yours on the backburner.
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