Talk about SEO and the word UX comes into the vicinity. What is UX? UX stands for “User Experience”, it describes the user experience of a product such as a website, an app, a mobile phone or any other hardware or any consumer products. It demonstrates the user emotions or feeling about using the product. Whether you feel happy and excited because it works as intended, or uncomfortable because it does not work as expected. A great user experience also includes esthetic sense. Suppose a website is very simple without interesting facts or figures; here, the usability is good, but the user experience must be improved.
Why is it important for SEOs to improve UX?
User experience goes together with SEO. According to Google, this is the main SEO ranking factor from 2015 up to date. Google has been updating extensively lately, the classic SEO might just not be enough. What is the correlation between SEO and UX? Any website must attract an audience globally and convert them into their customers. Hence, a fully functional website with a good ambience and
convenience is required to keep the audience engaged with your website for long. You need to understand their interests, needs, and their expectations to amuse them with your product or service. UX portrays the visitors’ perception of your website or product. They will become frequent visitors if they are convinced for good.
Those websites that meet or exceed user expectations can score high ranking in search capabilities. More than just being focused on website visitors, UX is about giving a very good aesthetic sense to the audience. There are certain guidelines that you can follow for enhancing the UX for your website. Nevertheless, all this said, we cannot claim that these principles will work for every other website. Solutions might differ, you must test them until you are convinced with the results.
Now, let us have a look at the guidelines.
Reliable Analytics Data
Data is critical for any kind of analysis. What kind of data can we rely upon? Data should be reliable, original, and actionable. Analytics data has witnessed an attitude that shows a monotonous kind of task execution. Evaluating user experience involves high quality data to get expected results. The right tool with the right knowledge, and the right model are all very crucial for analytics. Yet another critical fact is to integrate all your data from varying sources to avoid complexity in the execution. Centralized storage of data and proper integration into a single analytical system is very important.
Analytics tools enable to track metrics on visitor profile and frequencies. The key parameters to calculate engagement metrics include Exit Rate, Bounce Rate, and Time on Page.
Google defines these metrics as follows:
- Exit rate refers to the percentage of visitors who actively click away from the website to a different one.
- Bounce rate refers to the percentage of visitors who view only a single page on a website and move away.
- Time on Page refers to the average amount of time visitors spend on a page.
Now, UX deals with enhancing these metrics to ensure good engagement percentage for a website. Google does not specify the reasons to a high bounce rate or low exit rate, and so on. Google specifies the facts on visitors’ behavior on a website and tracks their preferences. In the end, Google just indicates the ranking factor for a website. SEO is responsible to understand the trend and identify a good solution to improve these metrics. Identifying the right metrics is also crucial to ensure improvement in behavior. Metrics might differ for each website depending on the product or service rendered to customers. It is the duty of the SEO to arrive at the exact metrics to be generated and calculated from the given data and visitor behavior patterns.
Good SEO involves enhancing visitor behavioral patterns, increase visitor engagement, solve user inconveniences, and so on. Quality data is vital to make SEO very effective. Identify errors that act as showstoppers preventing the exact indexing of web pages. Use specific Analytics tools to collect measurable data such as bounce rates, traffic origins, visitor engagement and preferences, and incidents data. But you also need to why certain things are happening, why visitors showcase a specific pattern. Only analyzing this will identify the errors in your model. This is when qualitative data comes in handy.
How do you collect qualitative data from users?
You must conduct polls and surveys to gather feedback. Hot jar error messages help you gather exact user preferences. This records the user reaction to error messages displayed during a specific request.
Suppose, a visitor is searching for a connecting flight between two cities with a return option. The search engine throws an error message if the cities are not connected by flight due to several recordings with Hot jar. Now, just displaying the error message without any action is of no use and only increases the bounce rates. Thus, to enhance UX, the user must be directed to an alternate connecting flight to satisfy the purpose.
Gathering specific feedback from users is to address user pain points and making them revisit your website. For example, “What stopped from booking tickets with this agent?” When you receive responses for this query, it becomes actionable data and you can work on it to address the issues. Querying is important to gather feedback, querying on the most important pages of your website is crucial to increase the user experience.
A consistent arrangement of website components is yet another important step to be followed. We are used to a certain way of storing personal possessions for easy retrieval. Similarly, a website should be consistent in terms of common items, intuitive navigation, tone and language of content. A great visual layout also affects user perceptions and behavioral patterns. What users view first, second, and at last is critical to create an intuitive design.
Quantitative or qualitative data both indicate user preferences and behavioral patterns of specific user types. UX Analysis provides clear-cut results for critical decision-making. It results in a multidimensional perception to enhance a website and make it exceptional.