User experience (UX) is an overall experience a person has when using a product or service. By providing good UX for visitors, companies can increase customer retention and market share, invest less in acquiring new customers, build loyalty, and improve SEO and sales.

In the video below, you’ll find out some interesting facts about user experience.

Very often when you hear about the user experience, you immediately associate it with platforms, websites, smartphones, and laptops. In fact, this concept covers a lot more than you think. It’s about dozens of experiences you receive every day when you go shopping when you drive a car and cook dinner.

In this article, we’ll unveil reasons to care about user experience, provide you with tips to make your UX better, explore ways to measure it, and review several examples.

Why should you care about user experience?

User experience comes in a variety of forms that help satisfy customer needs: great customer service, an excellent and easy-to-use product, a platform that helps a customer solve a current problem, etc. It includes everything that creates a good impression about a brand. A good user experience drives attention to a company while a bad one scares off buyers.

Poor user experience evokes negative emotions like anger, frustration, and impatience. They discourage the majority of consumers from coming back for a product. You definitely remember your bad experience with a company since it makes us avoid its services in the future.

If you don’t want the same future for your business, then strive to provide a seamless user interface, good customer support, and an easy-to-use product. You will be able to drive traffic, attract more leads, attain new customers, develop customer loyalty and increase sales volume. After improving UX, you’ll notice positive changes in your SEO, first impression, word-of-mouth, and investment costs.

Now that you know the reasons to care about user experience with your brand, let’s move to the next section to explore ways to improve it.

9 Tips to Improve User Experience on a Website

  1. Use a visible call to action
  2. Leverage white space
  3. Optimize your website speed
  4. Ensure mobile-first design
  5. Use lists
  6. Apply visuals reasonably
  7. Maintain consistency during the buyer journey
  8. Ask users for feedback
  9. Remove 404 error

Your website is a very powerful tool for obtaining leads and retaining existing customers. So, make sure that you have an excellent UX for the constant growth of your company. Check out our 9 tips to figure out whether your site complies with the customers’ needs.

Use a visible call to action

The effectiveness of a marketing campaign very often depends on the quality and thoughtfulness of a CTA button. This written directive encourages users to perform the desired action on your website.

A good visible call to action button tells what to do next and creates a sense of urgency. As a result, an increase in conversions. To create a great CTA, make it logical and ensure that it informs users what to do next. It’s also important to design a direct call to action that leads immediately to the right place.

When you open Shaw Academy's website, you can instantly see a clear, large, and visible CTA that encourages visitors to take 4 weeks of online certified courses for free. In this call to action button, you can notice the value the academy provides.

User experience

Leverage white space

Graphic designers often use white space to balance elements on a web page. The technique also enables website visitors to freely navigate the software and gives space for action. Besides, it improves readability. As a result, visitors freely perceive your content. White space makes your website look fresh and modern and increases customer concentration.

Apple did a great job by implementing white space into its website design. As a result, visitors can easily navigate, scroll down the website and take the desired action.

User experience

Optimize your website speed

One of the most frustrating things is visiting a website that takes forever to load. According to Think with Google, the possibility of bounce increases by 32% when load time increases from 1 to 3 seconds.

To improve page load time, consider eliminating unnecessary elements, optimizing images, hosting videos on third-party platforms like Wistia, YouTube, and Vimeo, using browser caching, and reducing JavaScript, CSS, and HTML. You can leverage a special tool like PageSpeed Insights, Pingdom, or GTmetrix to check your website load time.

Let’s find out the speed of the desktop version of the Monki website. Below you can see the results and suggestions that help improve load time.

User experience

Ensure mobile-first design

Mobile-first design implies developing a website users can access from smartphones. It assures that your site has a responsive web design, so you don’t need to worry about people who visit your platform from different devices. Besides, it simplifies the perception of information.

Let’s take Pixelgrade, for example. This design studio has a responsive web design. When visiting the website, you can see a visible call to action button in the center and a convenient menu. To find more about the platform, you just need to scroll down the site or tap the hamburger menu.

User experience

Use lists

With lists, you can put together related information, guide users, and make your materials more readable. By using checklists, you provide your visitors with an opportunity to scan the text and remember the most useful facts.

For instance, HubSpot uses the technique to list the features of its software and encourage users to take an action.

User experience

Apply visuals reasonably

Visual content is important for keeping your visitors engaged and moving them through the buyer journey. Informative visuals can tell even more than long articles. Remember that images can also influence customer decisions. Much depends on the aesthetics of your site and whether it can evoke trust in your company.

Shopify wisely uses images to demonstrate the examples of great business websites, sales features, and tools that help run a startup. The eCommerce company shows visitors how it helps start or grow a business.

User experience

Maintain consistency during the buyer journey

Being consistent isn’t an easy task. Yet, to make people recognize your product among hundreds of others, you need to use the same or similar color, font, visual elements across all communication channels and promotional campaigns.

Let’s take SendPulse, for example. The platform is designed in blue color which can be seen across all marketing channels.

User experience

SendPulse’s website

User experience

Email newsletter from SendPulse

Ask users for feedback

In general, feedback and reviews are some of the most important sources of information about your products and services. Listen to your customers’ recommendations and comments to figure out the areas you need to improve.

For example, Thrive Market enables customers to leave comments on its website about the service and also product reviews under the product cards of each item.

User experience

Reviews on Thrive Market’s website

It’s also a great idea to post product reviews on the landing page. They motivate leads to buy and help relieve their fears and objections.

For example, when you open Yelp’s website, you can instantly see the reviews of different restaurants in your area.

User experience

Reviews on Yelp’s landing page

Remove 404 error

The least the users want to see is a 404 error when accessing a link or image. So, avoid any problems with your website to satisfy customers with the sources and information they need related to your product.

So, now when everything is clear with the best practices, let’s walk you through the ways to measure UX.

4 Ways to Measure User Experience

As a creator, you want to see whether your product satisfies and brings value to a customer. To obtain this information, you need to evaluate user experience. That’s how you can do it.

  • Retention rate. When we speak about retention rate, we mean a percentage of customers who stay with a brand for a certain time. The metric enables an entrepreneur to find out how important the product is for the buyer for a long time. Different actions such as visiting a web page, logging in, and using the features might show the product's usefulness for customers.
  • Level of satisfaction. To measure a customer's fulfillment with your product, you can evaluate the level of satisfaction with your company. You can do it in various forms: social media monitoring, satisfaction surveys across different marketing channels, customer satisfaction scores (ask consumers to rate their overall satisfaction on a scale from 1 to 5), and net promoter score (ask your customers how likely they are to recommend your company and let them rate you from 1 to 10).
  • Conversion rate. The rate shows the percentage of visitors who take the desired action. A desired action implies each stage from registration to purchasing. So, by monitoring your conversion rate, you can easily find out about the satisfactory or poor UX. Check out the article to find out more about the measure.
  • Task completion time. It shows the time a user needs to complete a certain task. For sure, different visitors need different amounts of time to handle the same task. However, you can still evaluate it by leveraging an average completion time (only those users who succeed to do the task), monitoring the time it takes for a customer to give up on completing a task, and using time customers usually spend on a task.

Now when you know the ways to measure UX, let’s explore several excellent examples.

Examples of Good User Experience

To understand what to do for your business to provide a seamless UX, have a look at the examples below.

Duolingo and fast language learning

Duolingo is an excellent platform that both effectively teaches users different languages and cares about user experience. The website tries to simplify everything for its users as much as possible. The only thing beginners should do is to choose the path from the already available options and advanced learners — take a test.

User experience

Google Maps and people who get lost

Google Maps care about people for whom it’s hard to find their way in busy city streets and unfamiliar locations. In 2019, the app's team decided to test a new feature that enables users to see a live view of the street with arrows and street names floating on their phone screens. This way, creators strive to make it easier for people to use maps.

User experience

Source: CNN Business New Google Maps feature being tested

To put it simply, a great user experience is one of the key components of the success of your business. Grab some inspiration from the examples above to create your unique UX.


  1. This article defines the term, unveils its importance
  2. In this article, you’ll find several ways to measure UX.
  3. This article provides readers with 10 examples of websites with excellent user experience.
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