6 Best Ways for SMEs to Measure Website’s UX

Uzair Khan

Uzair Khan

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A misconception that has been around the corner for too long is that user experience is about creating beautiful interfaces. That’s not the case. On the contrary, it’s about understanding the relationship between people and technology. User Experience, or UX, is a form of website design that aims to improve the experience that users have while visiting and navigating through a site. To have a know-how of user experience, one has to understand the needs of people and the role that technology will play in their lives. As technology is progressing at lightning speed and disruption is the perception, the user experience will also be challenged consistently. It’s essential that one measures website UX from time to time, to incorporate necessary changes and capture and retain the attention of current and potential customers.
By measuring user experience of your website, you have access to objective and persuasive data on which you can base your further design recommendations. UX metrics can help you answer questions about the usability of your site, comparison with competitor’s website, the impact of usability on ROI and whether you have met your benchmarks or not. Most importantly, by measuring user experience you can improve your conversions.

To check if your current UX is working for your company or not, or giving returns, benefitting, then you can measure your website’s UX in the following ways:

Compare User Search and Navigation

Try to see how your visitors move around the site, whether they are using links for navigation or if they are opting for a site search instead. Navigation vs. search ratio shows you which pages are perceived to be friendly to the visitors. Be sure to highlight the menu option or call-to-action which you want your users to click more often. If you don’t get many clicks on that, it may mean that you need to make the button placement more visible or the flow, more intuitive.

Get User Feedback

The best way to gauge whether users like your website or not is to ask them.  You should always consider your customer’s opinion if you’re making changes to your site, adding features or taking them away.
Customer support personnel should pay close attention to what exactly people praise and what they dislike. See, if there’s anything that needs fixing. You may not have realised that a fancy feature is a huge pain for your customers to use. Convenience is an essential for a smooth UX and any issues that inhibit comfort need to be addressed.

Conduct Surveys

Conducting online surveys is a fast and cheap way to gauge the UX of your actual target market. The prime advantage is that you can study a large segment of your target market relatively cheaply while still getting more accurate and reliable data than by only analysing the design yourself. Through online surveys, you can check user experience on various levels such as happiness, engagement, adoption, retention and task success.

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Check Conversions

In the end, it all comes down to conversions. Your website may have many visitors, but you should be more concerned about what did they do while they were there and whether they got converted in the ways they were supposed to. Through Google Analytics Checkout Behavior Analysis report, you can easily track the number of users that made it from one step in the process to another, as well as at what level people dropped out. Make sure that there are no particular glitches or features that cause users to abandon their purchases.

Check Site Loading Speed

Website’s loading speed is important since it affects search engine rankings as well as user experience. Research shows that people only wait for a maximum of 3 seconds for your site to load. By checking how fast your web pages are with Google’s PageSpeed Insights tool, you can not only figure out which pages need improvement but also the reason behind the delays.

Make Use of Analytic Tools

Analytic tools give you insight into things by making available large amounts of data. They find the data from your existing site and analyse what this means for your user experience. There are many analytic tools available at one’s rescue such as Google Analytics, Clicktale, Inspectlet, Feng-gui. All these tools provide invaluable information and give a broad understanding of where people are looking and how they are scanning the page.

By keeping a regular check on user experience, you can adapt according to user needs and ensure that they are happy and keep coming back for more!
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