In the beginning, digital marketing was relatively simple to master. As long as you follow a few basic SEO principles, include the right mixture of keywords on your pages and create interesting content, you were covered.
Oh, how things have changed. The modern-day search engines, including Google, now take into account a wide variety of factors to ensure users get the best results possible. That means businesses now have to pay attention not only to SEO ranking factors but also how long people stay on their websites if it’s easy to navigate, and if they stay engaged or if they leave as soon as they get there. All these elements when combined are referred to as user experience or UX.
What are the main elements of website user experience
Some of the elements that make up website user experience include:
- How useful is the website
- How functional it is and if it’s easy to navigate.
- Does the website loads quickly?
- Is it visually appealing (white space, hierarchy, easy to read, etc).
- Is the experience optimized for different screens and devices.
Why user experience is important
As one might expect, ‘user experience’ has now become an indispensable part of the best SEO practices that businesses need to follow while designing their websites. Some of the essential components that make up user experience include website navigation, the quality and relevance of the content, how quickly website loads, the level of security, and also its user-friendliness.
It’s the quality of this user experience that determines whether or not visitors will linger on a website for more than a few seconds. Great user experience encourages visitors to take action including making a purchase, creating an account, signing up for a newsletter and so on.
In other words, the ease with which a user can search for, access, review and actually buy products and services will determine whether or not he or she finds the website useful.
Studies indicate that almost 79% of the mobile users are more likely to move on if the website they’re visiting doesn’t measure up to their expectations. As critical as user experience is to the overall success of the website, it continues to be one of the most overlooked aspects of the design and marketing.
Mobile user experience is the key
Over the last decade, the astronomical rise in the smartphone trend has transformed the way people interact with businesses online. Given the fact that nearly 65% of the time spent by users comes from mobile devices, it’s crucial for developers to address this if they want to keep users coming back.
It’s absolutely essential for businesses today to pay attention to the mobile optimization of their website and provide the best user experience possible for people accessing their website on phones and tablets. Studies indicate that a user is five times more likely to look for another business if their website has not been properly optimized for mobile devices. Additionally, about 52% of the users admitted that are less likely to engage with a company that provides them with bad mobile user experience.
User experience helps brands stand out
Many entrepreneurs tend to downplay the importance of user experience in their digital marketing. According to the industry experts, user experience is the key to not only streamlining engagement with the customers but it also helps brands stand out among a sea of competitors.
In essence, the user experience helps convey the unique image of a brand and also helps deliver its message to its customers.
Research indicates that nearly 95% of the users admit that ‘Good user experience just makes sense’. As such, it is vital for businesses to focus on creating a comprehensive and immersive user experience to ensure greater success of their digital marketing efforts.
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Regardless of the device, businesses must ensure that they are creating a highly interactive, user-friendly experience for attracting new customers and engaging the existing ones.