A Great User Experience Is Vital…

We’ve written a lot about how user experience is so important to increasing conversions and keeping your customers happy. Consumers desire an easy, cohesive, and optimized experience across devices – and to offer them anything less than that can really be detrimental to your marketing goals. Furthermore, the customer journey should be extremely simple for one more reason, it affects your Google ranking!

That said, there are certain ways you can optimize your website after someone gets there through clicking on a link in your email marketing message. The question is, what’s worth optimizing to make for a better user experience and Google ranking? Well, the folks at Searchmetrics have you covered, as they’ve performed some extensive research into what you should do to get the upper hand.

Unshockingly, mobile opens are rising every year, this means that responsive design is becoming increasingly important. According to Searchmetrics, 30% of the sites that appear in Google’s top 30 US results have responsive design. This cannot be ignored.

Responsive design

Another contributor to a satisfying user experience is the usage of interactive elements. Menus and buttons (when not cluttering a scree) can often improve user experience, and help your page achieve a higher ranking. That said, it’s important that each button serves an important purpose, because when a site has too many it can confuse users and make the user experience worse. No need to have pointless buttons leading to pointless content!

Interactive elements

Next up, use more USEFUL internal links: Since 2014, internal links in the top 30 of Google’s rankings have only increased. As I mentioned above, relevancy matters – so make sure those internal links serve a greater purpose.

Number of internal links

The last two pieces of advice that Searchmetrics offers: Use images and lists!

Top 30 sites have 25% more images, plus keyword searches lead to images. It’s essential to have images on your site as they can also make for an easier user experience. In terms of lists, the top ten had lists, and 47% of the top 30 had lists. Furthermore, lists are visually appealing – and can always make for a better user experience.