Why is the user experience update vital to your business’ digital success?

Simply put, when users have a great experience, they are more likely to convert. The easier people can convert into sales or leads, the more business you’re likely to do.

So why is Google making UX part of the algorithm?

Search Engine Optimisation – is no longe the stuff that you need to do to ‘please’ Google.

Google wants to “make the web more delightful for users”. Their business model focuses on providing users with the best experience through high-quality search results that match the user’s query. And when you match Google’s criteria, Google knows you’ll serve a great experience, and ranks you higher for that user’s request

How do you prepare for the user experience update in 2021?

Ad spending is not just to show up at the right place and right time, it is also a great opportunity to further engage with viewers by showing up as a creator. Dentsu and YouTube developed Project Green Screen, a program that educates, inspires, and empowers brand marketers to develop content much like a YouTube creator would. Some of the key points they emphasize are:

Revisit your target audience

It’s never a bad idea to remind yourself of this – and discuss how they may have changed, especially in this ‘new normal’. By delving into the customers' personas you can iron out what delights them – and what doesn’t. Then, design your website to suit this – and create a wonderful user experience for them.

Refocus your messaging

Make sure your message is crystal clear across your site. Simplicity is key. Easy-to-understand messaging will leave your user feeling calm, reassuredand well-informed.

Analyse your design

Like your messaging, it’s crucial to be consistent with your design. As your business grows, it’s important that you take a consistent, structured, and strategic approach to your evolving website.

Your brand should position you in the market – and for many, this means a professional visual identity. Use data and analytics to drive decisions about your design across your website. Does it need updating in places to match a preferred style? Or does it need a full update to be consistent – and delight your users across the board?

Prioritise key pages across your site

Google is emphasising ‘page experience’ over ‘website experience’ – which likely means the algorithm will be on a ‘page-level’ drill down. So, while the user experience should be great across the whole website, you need to ensure that the key pages do not lack perfection.

We all need somewhere to start, so pull out your most important pages: your transactional pages and your pages with the highest traffic and engagement. Then, evaluate what you can do to improve that specific page experience.

Test different variations and scenarios on your site

Testing isn’t only there to fix problems. Testing is there to improve your UX. Understand how to carry out A/B testing (also known as split testing) and MVT (multivariate) – so you can continually optimise results and conversions.

Understand the new metrices

Whether it’s within your organisation or by working with an external experts (like ourselves!) being on top of what metrices will help you prepare – and then continuously optimise to meet the requirements of this algorithm. Google has specified three focal points: Loading, Interactivity and Visual Stability.

If you want to delve into the technicalities of this, give us a shout out!

Prepare for Google’s user experience update, today!