How to improve the user experience on the website?

How to improve the user experience on the website?

In general, User Experience describes how a user finds and evaluates the quality of a product. User experience today plays a major role in web development. This means that websites or apps are set up to have as good a user experience as possible even before they are published. So a large part of web content design contains what is called “UX design,” “experience design,” or “user-centered design,” which puts the user in focus and touches the holistic design approach. User experience components include ease of use as well as accessibility.

User experience plays a central role in these areas

User experience plays a huge role in the success or failure of a product. Overall, it always plays a role when products are being designed and conceptualized. This could be household items, cars, or a website.

User expectations play a major role in the quality of the user experience and how well a product meets these requirements. This context also covers user-centered design. Besides aesthetic standards, it is also important to put the user at the center of product development.

How to improve the user experience on the website

Good UX design fulfills the aesthetic and practical expectations that the user has of the product. Thus, the product satisfies a user’s need. Of course, a good user experience can be achieved in a different way depending on the product.

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For websites, for example, it is often easier to access and make individual items to navigate as well as find relevant content easier.

Furthermore, the content should be easy to understand with judiciously chosen contrasts, an easy-to-read font and a clear text structure. In other words, accessibility is also part of a successful UX design website. In its simplest form, a user-friendly designed website ensures that the user quickly finds exactly what they are looking for. In this case, it does not matter whether the user is looking for products or information in terms of positive user experience. If they are looking for products, then naturally the entire shopping cart as well as the purchase process belongs to the user experience. After all, a higher level of user satisfaction guarantees higher conversions in e-commerce.

Besides design, site performance also plays a major role in user satisfaction. If a website loads very slowly and if content is piling up very hesitantly, the user experience is affected. The same applies to websites that are not intended for mobile, but which users visit with their smartphones as well.

What is the difference between user experience and usability?

The term usability is described in its ISO standard:

  • Usability It is the extent to which a product can be used by specific users to achieve specific goals effectively, efficiently and with satisfaction in a specific use context. (DIN ISO 9241-11)
  • On the other hand, is determined User Experience In the ISO standard with the following words: “A person’s perceptions and responses resulting from the use and/or expected use of a product, system, or service. […] This includes all users’ emotions, beliefs, preferences, perceptions, physical and psychological responses, behaviors, and accomplishments that occur before, during, and after use.” (DIN ISO 9241-210)
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The big difference between usability and user experience, first, is found in the time period in which both terms relate. Because usability is limited exclusively to the duration of use of the product. On the other hand, user experience also includes the ideas that the user has about the product. It also checks whether these expectations have been met as part of the use. This makes usability part of the user experience.

The effect of user experience on ratings

A good user experience can have a lasting impact on a website’s ranking in search results. In this case, user signals such as visit duration, SERP return rate or website click-through rate are taken into account by search engines such as Google. Search engine algorithms are supposed to compute these metrics among the ranking factors.

User Experience Measurement

User experience can be defined in different ways. Depending on the method, different tools and techniques are used.

  • A/B tests: Different versions can be tested in web design. In this case, the version with the best values ​​for various metrics such as purchases, visit duration, or bounce rate is used.
  • heat maps: On websites, heat maps can show how users are moving around the site and which elements are causing the most interaction.
  • Google Analytics and Other Web Analytics Tools: Classic values ​​such as visit duration or sales can be checked with the help of web tracking software.
  • Surveys: User surveys are conducted as part of particularly agile methods in product development. Even individual teams can develop product development surveys as part of rapid prototyping, on the basis of which the product is further designed. Here notions such as enjoyment of use or ease of use play a central role.
  • Usability test: There is an opportunity to conduct so-called usability tests of websites or other products. These surveys are based on the surveys that the target group has to fill out when using the product.
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