User Experience (UX) Optimization

Research shows that most online shoppers favour big businesses because they are easier to find online and do a better job serving customer needs via web, social media, and mobile technology.

What is UX?

The user experience refers to a visitor’s experience on your site – how easy or difficult it is to use, whether they can find what they’re looking for, how it works on the device they’re using, whether you support both their goals and your business goals (complete a form, download a whitepaper, make a purchase, etc.), and how they actually feel using your site.

Why is UX Important?

Google and Bing have both made significant investments to improve user experience including:

  • Favouring websites that load faster for users
  • Improving the relevancy of search query results, especially from voice searches
  • Providing local content as part of search results even when searchers do not request it
  • Optimizing the experience across multiple devices

What’s Involved in Improving the UX?

  • Information architecture and site navigation
  • Content design and layout, copywriting, and multimedia
  • Calls to action and conversion paths
  • Accessibility (including users with differing abilities relating to vision, hearing, cognition and movement but all accessibility across multiple devices)

How Does Improved UX Benefit a Website?

  • Higher Conversion Rate
  • More pages viewed
  • Happier (or more satisfied) customers
  • More repeat business
  • Better word of mouth
  • Higher average order value
  • Decreased customer service costs (e.g., call centre/receptionist)

You’re creating an experience whether you think about it or not. Maybe you should think about it :-)