When someone clicks on your website, what happens?
Does it load quickly?
Do they find what they want easily?
In the world of web design, how people interact and engage with your website is called UX (or User eXperience). UX combines elements of design, psychology, research, business and technology to provide users with the best possible experience of your website.
A good UX is all about easy navigation, high performance, speed, and providing all necessary information and in a logical succession of steps. But UX goes even deeper than that. It focuses on the thoughts, feelings and emotions of the experience too. It looks at how people feel when they use a website. Do they feel at ease and satisfied when they navigate your site? Or are they experiencing frustration and getting irritated that it’s not functioning how they expect it to be?
Why good UX is important
Anyone accessing your website is a potential customer so providing them with a smooth and enjoyable experience of your brand is a no brainer. How people experience your website can determine whether they stick around and make a purchase or leave.
More than just a good impression, though, good UX helps boost discoverability too! Good UX goes hand in hand with good SEO. Meaning, if someone googles something, google works by producing the best possible answers swiftly and securely. So even if your websites’ content is a very close match to the search query; google won’t consider yours the best answer if your site is slow, messy or unsafe.
Measure your website’s UX
If your business has a website, it’s essential to understand what is happening when people access your site, their experience, and why they might or might not like it.
So here are just a few ways you can measure your website UX and make sure your customers are getting the best possible experience of your site!
Test it out yourself!
Go through your website from the perspective of a customer. Search products, add them to your cart, even try out the checkout process! It is possible to develop blind spots to your own website, though, so try asking friends and family to try it out and evaluate it for you too. Another good tip is to read out the copy out loud, how does it sound? Is it easy to follow and does it make sense to the reader?
Pop-out some surveys now and then! Research your audience with a quick questionnaire. Ask customers to rate their experience of your website or ask if they found what they were looking for. Consider creating an ‘exit intent’ question that pops up if people leave without purchasing, telling you why they decided to leave.
Track Page Views
Analyse your website’s data using Google Analytics and note how much time is spent on different parts of your website. A reasonable amount of time is a promising sign that they’re enjoying their experience. However, an unusually long amount of time on certain pages may mean users are struggling and indicate a problem or difficulty with your site.
Customer Service Feedback
When a customer can’t find what they need on your website and calls, emails, or talks directly to someone instead, note their feedback. Common issues, complaints or questions by customers about using your website are beneficial to know what might need changing!
Remember, your website is there to help you grow your business so take good care of it! Regularly reviewing and maintaining your site ensures your customers get the best possible experience of your business every time.
If you think anything is hindering your website UX, chat to us, and we can help pinpoint where problems might be arising and how to fix them!