Why UX Design Matters for SEO and Conversion

User experience (UX) encompasses all aspects of how a user interacts with a brand’s website. Websites that are clunky or difficult to navigate have a poor UX, and they generally have low conversion rates. The same design flaws that cause low conversion rates can also, negatively influence how a website ranks in search. UX design plays a major role in both SEO and conversions, which is why it is important for brands to create user experiences that encourage visitors to engage with their websites. According to Forrester Research, positive user experiences can increase conversions by up to 400%. They can also reduce page abandonment by 41%. Google takes usability metrics into account when determining placement on search engine results pages (SERPs). A few of the many usability factors that Google considers in its search algorithm are:

Website navigation
Bounce time
Mobile-friendliness
Time -on-site
Website speed
Content accessibility
Content readability

As a best practice, brands should make sure core elements like page load times and website architecture are up to par. It’s worthwhile to invest in website responsiveness, especially with the rising number of mobile users. The easier a website is to navigate and use, the better the UX. The better the UX, the better the SEO and conversion rate will be. If your website is lacking in any of the areas mentioned above, then it’s likely that poor UX design is spilling over and hurting your SEO. For guidance on how to design a website based on the latest best practices in user experience and design, contact SOCi.