UX and content are two essential elements of any digital marketing strategy. While they may seem similar, there are differences that should not be overlooked. Often, both components need to be optimized for visitors, as one will not work without the other.
If the content is brilliantly crafted, but the design of the website is almost unusable, it’s likely that users won’t stick around. The same result is almost inevitable with a stellar UX but poor text or images. In this article, we look at UX and content, covering how they can work together to improve any site.
What Is UX?
UX stands for user experience and relates directly to how the visitor can interact with the website itself. This can include things such as a responsive design, clear content layouts, and menus that display relevant pages. These are not the only things to consider but are a good start.
Benefits Of a Good User Experience
Having a good UX can not only benefit visitors but can also help the website too. Here are just a few of these potential advantages:
First Impressions – As many people already know, first impressions can go a long way. The website of a company can influence the opinion of potential clients, investors, and collaborators.
Boosts Revenue – Users that are happy with the site are proven to be more likely to make a purchase if the website is an eCommerce one. If not, the revenue of the website can still be boosted with return visits and other types of conversion, such as mailing list sign-ups.
New Users – One important factor to consider with UX is mobile optimization. If this is done correctly, the website can be opened to a whole new base of users. With over 55 percent of all traffic coming from mobile devices, this is a crucial area to consider.
Customer Loyalty – If the overall experience associated with the website is a positive one, users are more likely to make a return purchase. This is especially the case with websites that make the second transaction even easier. Features such as the ability to save details or create an account are prime examples.
What Is Web Content?
When referencing a website, content is the text, audio, or visual components that can be consumed by visitors. The most common type is text, with images being in second place. Other examples of website content include, but are not limited to, music, voiceovers, videos, and infographics.
How To Construct Good Website Content?
So, what exactly makes website content good? There are a few main areas to consider, which include the following:
- Variety – Having different types of content on the web page can ensure that it is tailored to diverse audiences. Some users will prefer to read text, while others may prefer to watch a brief video about the subject.
- Easy To Consume – How the content is structured can have an impact on readability. Making it easy to consume should include breaking the content into relevant chunks and categorizing it logically. Headings, sub-headings, and lists can help with readability.
- Accurate – It is crucial that all site owners ensure the information presented on their site is accurate. If not, users are unlikely to trust the website moving forward. However, with relevant and accurate information being displayed, the site can quickly become an authoritative source within the chosen niche.
How UX And Content Work Together
As previously mentioned, some people may think that UX and content are the same thing. This is most likely due to the two being so closely linked. When combined, they can work together seamlessly to meet the needs of a user. For example, if a user is searching for a particular piece of information, this can be made easier with a clear website design and well-structured content.
In any niche or sector, understanding the requirements of each customer is essential. Unfortunately, this isn’t something that all companies can do. According to a blog post by PartyCasino, there are many examples of this in the technology sector. Of course, these failures are not just entirely a technical mishap, but in grasping consumer needs, as a whole.
How To Measure The Success Of User Experience and Content?
Monitoring the progress of a website’s user experience is something else to consider. Identifying the aspects of the site that are working well will allow the same principles to be applied to other areas. Below are a few metrics that should be considered, all of which can be checked within Google Analytics or a similar alternative.
With most analytics software, owners can get a detailed bounce rate for each page on the site. This information can be used in two ways. Firstly, if multiple pages have a higher bounce rate than others, these can be isolated and reviewed. Perhaps the pages in question have similar characteristics that are deterring visitors.
If this doesn’t seem to be the case, then checking for the opposite could be the next step. To do this, check for pages that have a bounce rate significantly lower than the average for the site. Again, if these have something in common, it can be applied to more pages.
Pages with a long average view duration likely have well-written text or well-constructed images/videos. These can be used as a reference point when creating additional pages in the future.
The conversion rate is worth checking for those selling a product or looking for other potential leads. If the main aim of the site is to sell a product, pages with a higher conversion rate may have better-worded descriptions. In a similar light, landing pages with a strong conversion rate may include some features that can be reused in the future.
To wrap up this article, it’s important to know that UX and content both need to be worked on, to create an optimal website. Put simply, one cannot be effective without the other. However, if both are constructed to a high standard, the two can work together seamlessly, giving a host of benefits to both visitors and website owners.