User Experience, more commonly referred to as UX, is a field generally considered more related to design than SEO. Designers have found that changing fields of study use their artistic skills and creative background to be very useful in designing and developing digital media. In fact technology has developed to the point where the designer is almost more valuable than the developer. But that’s only because the developers have done such a good job making all that technology that allows designers to design, without having to develop.
Key Terms to Know
Right off the bat there is some important terms to know, assuming you’re completely new to this whole website development thing.
UX: User eXperience, a term that covers designing a website for the ease of use of users with the intent of driving conversions.
Responsive Web Design: Web design that involves considering all possible viewing devices (laptop, tablet etc.) on which your website would be viewed.
Conversion: Conversion is when a user becomes a customer after visiting a website. This is why UX is so important for online business presence, since if a customer bought a product they likely had a good website experience.
Bounce Rate: If you are tracking the traffic on your website with google analytics, which you should, then you will notice that Google even tracks how often incoming visitors drop in then immediately leave without navigating onto other pages of your website from the landing page. This is called bounce rate and it is determined by dividing the total number bounces (people only visited the landing page) by the total number of entrances (people who visited other pages on the website from the landing page).
The final percentage is of that equation is the bounce rate and generally anything in the 20% to 35% range is considered ideal. However, if you have a very low bounce rate you might want to check that your GA tracking code has been added correctly to your website since this is usually an indication of a technical error.
If you want to learn more about bounce rates and how you can track it using Google Analytics I would recommend this article since it offers simple and easy to understand ways to fine tune how you track your website’s bounce rate based on your specific needs. https://www.optimizesmart.com/two-powerful-ways-to-reduce-bounce-rate/
HTML vs WordPress
As a web designer, let me say that I am also very familiar with the tedious process of developing and designing a website with HTML and CSS. That’s why I have pretty much entirely moved on to using WordPress for creating business oriented websites. Having used all methods for web development, comparing them is like trying to draw a spider web by hand with a pencil versus using a rubber spider web stamp. Like artists must have skilled training to draw convincingly so to do web developers and designers need practiced training to code a website from scratch with HTML and CSS.
WordPress requires its own skill-set but the learning curve is not so steep and the intended end result of a quality, attractive website is not as difficult to achieve as it tends to be with HTML. This is what makes WordPress so popular with business owners who aren’t focused on the creative restrictions and just want a functional, attractive website that will serve their interests online. Though, if you have the knowledge or don’t mind spending a little extra money a lot of those creative restrictions can be removed. So to equate it with a rubber stamp makes WordPress seem more creatively restricting than it actually is in reality. But this is still a good way to understand the difference between HTML and WordPress with regards to how they can benefit you when you’re considering how to make your website.
Another major plus about WordPress is that it makes it very easy to create a fully responsive website. That is, a website that is available for use on both mobile and desktop. Fully responsive websites are a huge part of UX in this day and age where people browse the internet on their phones more than their actual computers. In fact, last year commercial marketing and analytics provider Comscore released a report showing that in 2014 mobile e-commerce grew by 47% while traditional e-commerce grew by only 10%. This is a trend that is definitely going to continue into the future whether your cell phone batteries are exploding in your pockets or not. Just today Google announced that mobile oriented considerations would take precedence over desktop when your website is being indexed for search engine rankings. This means that the quality of the mobile responsive version of your website will do more to get you to the top of the search results than the desktop version. Needless to say, if you are concerned about the quality of your mobile website design, you definitely should be. Luckily, WordPress pretty much handles the entire process of shrinking your website down into a mobile friendly version without you having to do anything at all.
Comparatively, creating a fully responsive website for any device using HTML is a significant chore in most cases and often requires a considerable amount of trial and error testing. If you happen to have a version of every available device (laptop, tablet, phone) that your website could potentially be viewed on it helps tremendously. If you don’t (and why would you?) then you need to know the device specifications and fine tune your code appropriately. Suffice to say, HTML is no small task and probably best left to the experts unless you have the time, energy and determination to learn it.
Why UX is Important
UX is important because if a website is not designed in a way that is easy for a user to navigate to find the information they are looking for, then they will likely leave and not come back. Obviously this is not good for creating conversions or sales.
If a website has a high bounce rate there is a really good chance it’s because your UX design is awful. Chances are that if someone clicked on your website then they probably had something specific that they were intentionally looking for and, for whatever reason, thought they might find it there. Since they left shortly after they arrived, it goes without saying- they didn’t find it.
This could either be because it wasn’t there and they were misled to think it was, or maybe they just misunderstood the information that leads them there or your website design is more like a labyrinth than finely tuned, simple and smooth conversion machine that leads customers directly to their intended information with as little distraction as possible. Unless the product that you are selling is literally confusion and frustration – and you don’t mind giving it away for free – there is absolutely no reason why you would not want to do everything you could to make sure potential customers visiting your website are able to find exactly what they are looking as easily as possible. This is what UX is all about and why it is so important for your business’ online presence.
If you liked this article be sure to check back later for more posts in the future. You can follow us at Valley Digital Services on Facebook and NOW also on Twitter. You can also check out some more articles on my personal blog at http://davidsolomonabrams.com/index.php/blog/.