User experience has just become even more important, with Google announcing a new ranking algorithm that will judge web pages based on how users perceive the experience of interacting with them.

In other words, if Google thinks your UX is poor, expect your rankings to drop.

Fortunately, the new ranking factor — called the Google Page Experience — won’t be live until 2021, so there’s time to get your UX house in order. Here are five solid starting points:

 

1. Improve your page speed

Internet users are notoriously impatient. An extra five seconds of page load time can increase your bounce rate by 22.2%.

Find out how your site currently fares by using Google’s free PageSpeed tools, which offer suggestions for improving load time on mobile and desktop.

You can also significantly improve page speed by reducing the size of image files using a tool like Compressor.io.

 

2. Make use of white space

In a world of pop-ups, eye-catching banners and persuasive copy, white space can be one of the most significant tools at your disposal for improving UX.

White space makes your website look clean and fresh, and it naturally draws the eye toward key information rather than making your pages look cluttered. As a design pattern, this helps to reduce the cognitive load, meaning it reduces the mental effort it puts on the user to consume the content. The less strain the user experiences, the longer they will stay on the page.

 

3. Beautify your CTAs

Every page on your site should have a clear purpose — an action you want the user to take. 

CTAs compel the user to take the desired action. But they won’t work if they’re not sufficiently eye-catching and compelling.

Use action words and phrases — things like “get started”, “learn more” and “sign up” — alongside complementary colour schemes like blue and orange, red and green, or yellow and purple.

 

4. Use bullet points to break up text

Big chunks of text look intimidating and hide important information, so break them up with bullet points to emphasise statistics, USPs and other key content.

For extra marks, consider using relevant icons rather than conventional bullet points to better communicate your messaging.

 

5. Adopt a consistent design

If your design choices prompt users to repeatedly question whether they’re still on the same website, don’t bet on them sticking around.

Coherent design is crucial for a coherent UX, so adopt a uniform approach to elements such as:

  • Heading sizes
  • Font choices
  • Colouring
  • Button styles
  • Spacing
  • Design elements
  • Illustration styles
  • Photo choices

 

 Let’s talk UX. Drop us a line.

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