What Is UX?
UX: How the user experiences a website
UX is the short form of ‘User eXperience’ or how the user navigates and experiences a website.
UX primarily refers to the website or online software. The user, in the case of GMB, refers to the person or visitor who enters your site or the appointment booking tool.
UX is different from UI, which is the user interface. UI describes how a website or platform looks and its design, while UX is how well the user can handle it.
The Apple Watch and Windows 8 are examples of arguably bad UI/UX. People struggled to use them and it was counterintuitive.
One of the best examples for great UI and UX is Google itself. The home screen is a single rectangular search bar with two buttons. Apart from the logo, everything else is white space.
This simple and clean UI is one reason why Google is the most popular search engine.
UX is based on how a page presents its content. Pages are divided into two parts: above the fold and below the fold.
Above the fold (ATF) is the portion of the page that is visible to a user immediately upon entering the page. Whatever is seen when scrolling down is below the fold (BTF).
Another part of the UX is the call to action (CTA). The CTA is what encourages the user to take action, either through contacting the business, scheduling a free consultation, or buying the product.
The final page where the user submits contact details is known as the conversion page. UX goes hand in hand with conversion rate optimization (CRO).
This is the next step of the process where you turn the visitor into a lead or customer.
The readability and relevance of content and its presentation including colors and fonts are a big factor in UX. The user comes to the site to imbibe information, and pages that do not provide value or transparency in terms of their content will subsequently be relegated by Google. The ability of the user to navigate the site, the loading time of the page (speed), and the mobile view of the website also affect UX.
DigitalBull GO Tip: Some customers think that a good looking website means a better converting website. UX should evolve with time and based on actual customer experiences which can be reviewed through site heatmaps and customer journeys.
UX Audit Parameters in DigitalBull GO
Here are the subfactors/parameters for UX that are analyzed in the DigitalBull GO Local SEO Audit Tool:
User Experience – Page on Wikipedia
User Experience Basics – Blog post by Usability.gov
SEO & UX – Working Together to Make Your Site Better – Blog post by Portent
10 Tips That Can Drastically Improve Your Website’s User Experience – Blog post by HubSpot
UX in DigitalBull GO
22nd April 2020 Upgrade – UX is currently #18 on the Ranking Factors standings.
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