Have you ever found yourself frustrated while using a website? Maybe a button is broken or you can’t find the specific page you’re looking for? User experience (commonly abbreviated as UX) is the process of removing these frustrations and roadblocks for people using your website. If you’ve never considered the UX of your website, there are real reasons to pay attention to it. Here’s what you need to know.
Bad UX Means Lost Business
The last time you used a website with frustratingly bad UX, did you end up giving your business to that company? It’s estimated that 88% of users won’t return to a website with bad UX, so if you answered no, you certainly aren’t alone. Focusing on UX means your site is well-organized and intuitive so users always know where to go to get what they’re looking for. Investing in UX means more conversions from site visitor to client, as you focus on making a user’s journey easier and more efficient.
While bad UX can lose you business, investing in it means huge potential gains. The average ROI for every 1 dollar spent on UX is a staggering $100. The reason for that is that UX not only impacts how satisfied your website visitors are, but it also has an impact on your search engine optimization (SEO).
Your UX Impacts Your SEO
The overlap between UX and SEO is huge – which means investing in UX also means investing in SEO. That shouldn’t come as a surprise considering search engines tend to reward websites and content that creates the best experience possible for searchers.
Google has standards for how each website should perform, look, and be secured, which are known as core web vitals:
- Largest Contentful Paint – Measures how long it takes your website’s main content to load. If your site takes more than 2.5 seconds, you’re at risk for penalties.
- First Input Delay – Measures how long it takes your site to become interactive, ideally less than 100 milliseconds.
- Cumulative Layout Shift – This scores the amount of unexpected page content movement. Aiming for less than .1 is ideal.
- Mobile Performance – The way your site is displayed and runs on a mobile device is of major importance. Loading too slowly or incorrectly can mean penalties.
While there are other core web vitals related to website security, the majority are considered UX-related. This explains why investing in UX has such great ROI, because you’re investing in your SEO simultaneously. Better SEO performance means more traffic to your website. Better UX means more conversions from visitors to clients.
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