The importance of providing customers with a solid user experience

User experience is an essential factor for any businesses which have an online presence. Google now sees user experience as priority for both itself and webmasters looking to rank in SERPs results.

Google wants your content to be valuable, and your website to be designed with UX in mind. This ranges from having an intuitive, simple and accessible design, landing pages optimised for users, to ensuring that your website is responsive so that a customer’s experience remains unchanged no matter whether they are accessing it from a desktop or mobile device.

If you’re setting up a new business or looking to optimise your existing website, we’ve spoken to GoDaddy’s Stefano Maruzzi and Company Check’s Alastair Campbell in order to get their insights and experiences of user experience.

Take a look at the questions they have answered below to see what simple steps you can take improve user experience for your customers.

First up we have feedback from Stefano Maruzzi, VP EMEA at GoDaddy. GoDaddy provides business owners with a platform on which to register a domain name, build a website, as well as a variety of online services such as hosting, web security and online marketing.

How do you define user experience?

The user experience is essentially the journey visitors will take as they visit and use a website. Is it easy to find information? Is navigation to other pages intuitive, and do they have a clear purpose? Is it aesthetically pleasing with clear, consistent colours and branding? These are all questions that web designers consider, and that inform the user experience, when creating a new site.

In what ways do you help clients with user experience?

As GoDaddy, we provide a number of tools designed to make it easy for even complete beginners to build professional, slick websites with the user experience front of mind. With our Website Builder for example, we provide a whole range of customisable template designs, into which customers can easily insert the features they need, including social and business apps.

Read more on user experience:

What impact has “mobilegeddon” had on the future of user experience?

Google’s move to prioritise mobile-ready websites in its search rankings means there will be a bigger focus on mobile optimisation than previously. We should also see a further proliferation in websites with mobile-first designs, where the desktop experience mirrors that of a phone or tablet.

A remarkable number of websites still aren’t mobile-optimised – Forrester suggests only 38 per cent of enterprise sites are – so purely from the perspective of its impact on user experience, this should provoke a positive shift with more web designers and business owners improving their websites.

What simple steps can companies take to improve user experience for their customers?

Think of a website as a shop window with an ‘open all hours’ sign on the front. Customers can visit at their leisure, so it’s vital that they are greeted with a user experience that is as good as it can be. Achieving this doesn’t need to be massively time-consuming or expensive, either. Here are a few points for startups to keep in mind:

  • Prioritise important information: When looking for a new service, customers want to find the right information as quickly as possible. Details such as location, operating hours and contact details should all feature prominently on the home page.
  • Remove clutter: Having a ‘busy’ page with too much going on is a sure-fire way of confusing customers. A clean, minimal website design can be a respite from the poor experience your customers might face elsewhere.
  • Make it mobile-friendly: With mobile having overtaken PC internet usage, there’s a very good chance your customers will access your website this way. We all know browsing a website that isn’t mobile friendly can be frustrating, so keep each page of the site similar to ensure a feeling of continuity as users scroll through on their phones or other mobile devices.
Continue onto the next page for insights from business financial data provider Company Check – a firm that has to have UX front and centre owing to the nature of its operation.

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