The key to achieving high positions in the Google search engine is not only the presence of keywords on the site. Google wants to offer the best user experience, so as the owner of a website or store you should take care of the optimization of User Experience (UX) and User Interface (UI). In this way, you will meet the expectations of users in terms of website usability, and also gain approval of Google algorithms. What are User Experience and User Interface and how to optimize them on the website or in the store?
What are User Experience and User Interface in the context of website usability?
User Experience and User Interface are closely related concepts. Often, User Interface is considered an element of User Experience, i.e. user experience, but it all depends on the interpretation and approach of a specific specialist.
User Interface is all the elements of the website thanks to which the user can interact with it. The interfaces can be graphical, voice, touch or menu-based. The UI includes the visual elements that the user sees, such as site navigation, buttons, and menu structure. A well-designed user interface also improves the usability of the website.
User Experience is the user experience caused by browsing a specific website or online store and interacting with them. Why UX and UI affect the effectiveness of the website? Because their goal is to build the best user experience and ensure a good user experience – comfortable browsing the site, easy shopping or finding information quickly. User Experience and User Interface can also facilitate brand building on the market or influence your position in relation to the competition. UX covers the entire sphere of communication on the website, so it can even influence the building of dialogue, relationship with the recipient and arouse specific emotions (preferably positive) in the user.
UX and UI
The terms User Interface and User Experience are often confused and equated with each other. In practice, UX and UI are two different elements, but they are related to each other. While UX covers the entire spectrum of user experiences, User Interface focuses on the design layer of a website or store, i.e. the visual layer (navigation, menu, structure). Bad site navigation and poor usability can cause a bad experience (UX). However, it is worth remembering that the User Experience is influenced by many other elements, not only the website interface. User experience is also influenced by:
– quality of customer service,
– product descriptions,
– lack of information on important issues, e.g. shipping methods or delivery costs,
– the language and manner of addressing the client (whether the content of the e-mails is tailored to the client and personalized).
As part of User Experience optimization, the specialist uses data to assess which elements of the User Interface need improvement, and which are effective and attractive for a potential customer. If necessary, it introduces possible changes.
Google has confirmed that user experience will become one of the ranking factors in 2021. We wrote about it in the Page Experience article. Perhaps they will not be of key importance, but still it is worth taking care of both the UX and UI as well as the usability of the website, because their optimization can:
– increase the time the user spends on the website,
– increase the number of subpages visited by the user during one session,
– improve the conversion rate and increase sales,
– reduce the bounce rate.
What is the relationship between UX / UI and SEO? Good SEO is UI / UX compatible
SEO specialists focus primarily on building traffic and transforming visitors into real customers. If SEO is to pursue goals such as conversions, sales, and lead generation, it cannot neglect the appearance, functionality and quality of the landing page. During this process, the SEO specialist checks:
– whether the user who came to the page does not encounter obstacles that may prevent the conversion,
– whether there are any demotivating factors on the website that will make the user resign from further browsing the website.
UI / UX elements worth taking care of in the context of SEO
Want to convert traffic into conversions on your website or store? Take care of these elements of User Experience and User Interface.
Improve page loading time
The page loading time is important for the user – too long will cause the user to give up further browsing. To improve page speed, create a page code that will be readable by Google robots and will make it easier for them to find information on your site and display it to users.
Take care of the site navigation
Intuitive navigation will make it easier for users to find the information they are looking for, e.g. a specific product, telephone number or contact form. Easy navigation is primarily a clear menu, thanks to which the user easily follows the path to conversion.
Site navigation is not only about the menu. To increase the usability of the website and help the user navigate through it:
– add internal links,
– share an internal search engine,
– apply breadcrumbs,
– build a clear and helpful footer with links to selected subpages.
Create a responsive website design
Responsive design, friendly for mobile devices, is another User Interface element that influences SEO results. How? If the user, after entering your website, will not be able to read the content, click on the button due to an unresponsive design, he will give up browsing your website and go to the competition. This can shorten the time spent on the website and also increase the bounce rate. Moreover, from March 2018, Google’s starting point for evaluating your website is the mobile version, not the one intended for desktop devices. If you don’t implement a responsive website, you are losing a lot in terms of both SEO and User Interface.
Make sure you implement friendly forms
If your website has contact forms for filling in by the user, you should keep them as short as possible. Ask the user only for the information that is really necessary. This way, you will encourage him to fill out the form (goal fulfillment, conversion).
Add and optimize graphics and images
If you want to positively influence the usability of the website, use a variety of graphics on your website. Thanks to them, you will encourage users to browse the website and interact with it. However, remember that the design should be responsive – then the graphics will also be displayed correctly on mobile devices. Also use alternative descriptions, optimize URLs – these elements affect positioning.
Take care of the layout of the content and graphic elements
The content on the website is one of the SEO pillars. In the context of User Experience and User Interface, the way the content is presented on the website is important. To improve the user experience when interacting with content, take care of:
– creating readable content – with headers, cars, spacing (important for SEO and UI),
– placing the most important information as high as possible so that they are visible without scrolling (above the fold),
– page spacing – between paragraphs and lines of text – which affects the readability of the content.
This way you will catch the user’s eye right from the beginning and encourage them to continue browsing the site.
Specific elements of the website (e.g. main content, menu, contact information, shopping cart) should be in the same places on each subpage. In this way, the user will find interesting items and information.
Choose a legible font
Are you designing a website? Select a legible font that takes into account Polish characters. Also, be sure to choose a color that clearly distinguishes the text from the background – this will make the content legible. Avoid decorative fonts, rather use serif or sans serif ones.
Take care of the contrast
Contrast is one of the elements of User Experience and User Interface that may affect the perception of the website by users. The higher the contrast, the easier it is to distinguish between the main content, the image and the background.
Make sure that the page scrolls smoothly
Make sure that the page scrolls smoothly. A single mouse movement should scroll the page by the optimal length of the content, so that the user can easily follow the read text.
Use icons in your website design
Why is it worth using icons in your website design? Because they catch the user’s eye and, moreover, they can make the services on the website stand out. In addition, they can make the content on the page easier to read (you can use them instead of bullets). Remember that the design of different icons should be consistent with each other (in style and color).
Post a call to action on your website
A call to action is a return to the user by which you encourage him to do a desired behavior, e.g.
– use the contact form,
– read another blog article,
– adding a product to the basket,
– taking advantage of the offer,
– subscribing to the newsletter.
Adding a CTA to a website affects the usability and readability of the user interface. With calls to action, you can:
– increase the conversion rate,
– highlight important elements on the page and catch the user’s eye,
– facilitate the use of the website by the user.
Take care of UX and UI and usability – achieve success in online marketing and sales
User Experience and User Interface are one of the pillars of your company’s success in internet marketing, including positioning. They provide a good user experience, improve the technical aspects of the website, which can improve your organic search results. Each of these elements is important and should not be overlooked. Therefore, in many good SEO agencies, UX and UI are elements of the positioning strategy. This is also visible in the agency, because we know that nowadays the trick is not to get traffic, but to transform it into a client.