4 Effective and Simple Tactics to Improve Your Website User-Experience

Ray Wang

Improving a website’s user-experience is critical for businesses that want their users to return to their websites in the future, find information they need, and engage in specific actions such as submitting a contact form or watching a YouTube on their sites.

To help you optimize your website’s user-experience or UX, we have come up with four simple but effective tips you can use:

1.  Perform a mobile-friendly test

While being mobile-friendliness has become a norm for new websites, many websites are still not fully responsiveness for tablet and mobile. This means that the tablet version of the website is the same as the desktop version and the mobile version does not adapt completely to different screen sizes. 

To test whether a website is mobile-friendly, use https://search.google.com/test/mobile-friendly 

To use the tool, simply enter a website URL in the search box and the tool will run a diagnose and let you know if the website is mobile-friendly.

Mobile-Friendly+Test+Digital+Marketing+-+1
Mobile-Friendly+Test+Digital+Marketing

If the website isn’t mobile-friendly, the mobile UX will be negatively affected. To make your website mobile-friendly, use frameworks such as Bootstrap or Foundation and media queries.

2. Improve Google Pagespeed Insights Score

Google Pagespeed Insights is a tool that gives a website a score out of 100 based on their pagsespeed and gives recommendations on improving the score.

To use the tool, go to https://developers.google.com/speed/pagespeed/insights/ and enter an URL.

Google+PageSpeed+Insights

Once you have entered an URL, Google Pagespeed Insights will analyze the website and give a score and recommendations.

Google+PageSpeed+Insights+-+3

 

Implement changes that Google Pagespeed Insights to improve your overall website pagespeed since slow pagespeed leads to a lower conversion rate, higher bounce rate, and weakened UX.

3. Use Google Analytics’ Mobile User Segmentation and Analyze User Flow

In your Google Analytics, there’s a built-in segmentation called Mobile Traffic. Select this segmentation to only see traffic from mobile.

Google Analytics Mobile Traffic

Once you have selected this segmentation, go to the navigation section on the left-hand side and select Audience > Users Flow.

Google Analytics Users Flow

Google Analytics Users Flow_v2

Once you are at the flow chart, you see which pages users are landing on your website via mobile, the percentage of flow traffic (e.g. percentage of users who visit from page A to page B), and other vital insights.

Use this information to see if the pages mobile users land on are providing information that mobile users need. For example, if you are a fitness centre and you see that 70% of your mobile users are landing on the “drop-in” page, you should visit the mobile version of the “drop-in” page and see if the page provides important information that a mobile user needs such as hours of operation, location, and drop-in fees. If your page doesn’t contain this information, include it in the mobile version of your website.

4. Analyze Top 20 Exit Pages via Google Analytics

In your Google Analytics account, you can find top pages that website visitors are exiting your site by going to Behavior > Site Content > All Pages and you will see a dimension called % Exit.

Google Analytics Exit Pages

Using the % Exit dimension, you can see the top 10 pages that users are exiting your website. Go to these 10 pages and create hypotheses on why users are are exiting these page or identify issues that are causing users to exit these pages and fix them. For example, if there is a broken link of a YouTube video on a page, update the link. If the page is 404 error page, redirect the page to a relevant functioning page.

If there are no issues with these pages, you can add a few hyperlinks or call-to-actions (two or three) on the top 10 exit pages of related pages on your website so website users can visit these related pages from the top exited pages. Alternatively, you can leave the top 10 pages the way they are since there are no issues with them and web users have to exit your website from some pages somehow.

There are you have it - four simple but effective tactics to improve your UX. The tips help you analyze the mobile-friendliness of your website, Google pagespeed score, mobile user behaviour, and top 10 exit pages from your website so you can optimize the performance of these elements.

If you want a comprehensive audit of your website UX, please email us at raywang@rwdigital.ca or submit a form below.

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