Mastering UX Audit: Essential Tips for Boosting User Engagement

All webmasters should focus on improving UX with simplicity and personalization.

Learning from customers is essential to know how to guide their journey on your website, from first impression to conversion.

Anatolii Ulitovskyi

On-page SEO consists of many aspects: keyword research, content creation, technical optimization, interlinking, call to action, etc. The main goal is to satisfy UX (User Experience) as much as possible; Google will in turn feed y our website more traffic.

The most valuable content is meaningless if people don’t consume it. So much great content is dying without traffic because users bounce after a few seconds.

Why is that?

The main reason is that users cannot consume all content online. There is so much great content out there. People are impatient, so if their interest is not piqued within the first few seconds, they’ll click off and go elsewhere. That is why it’s crucial to earn their attention and give a solid reason to consume the full copy. Let’s dive into well-working methods.

Win Attention at the Beginning

Win Attention at the Beginning

My favorite author is Jack London, who wrote his brilliant books over a hundred years ago. He could win readers in the beginning and retain them throughout the entire book.

Like a good book, it’s important to hook readers from the beginning. Most content is bounced after 20 seconds: articles, videos, audio podcasts, and other long formats. Users can’t get a feel for your content in such a short time, so how can we engage them for longer?

Two great books, The Adweek Copywriting Handbook by Joe Sugarman and Cashvertising by Drew E. Whitman, share how to earn attention from the beginning. Start with short, incomplete sentences. The main goal of the first sentence is to lead readers to read the second sentence; the second helps to read the third, and then readers will generally skim the entire copy.

Joe Sugarman shares an example of a train that can stop quickly after beginning but gains more momentum after some time. Your users are on the same train. It’s easy for them to leave after a few seconds, but if you hook their attention and provide a solid reason why your content deserves their valuable time, they’ll gain the momentum of engagement.

For example, check out apple.com. Simple, skimmable, consumable.

Apple website

The modern SEO master is Brian Dean, ex-founder of Backlinko, who writes all his articles in short sentences. Simplicity is key!

Albert Einstein famously said: “If you can’t explain it simply, you don’t understand it well enough.”

Any content should be as concise as possible.

Use a Domain Name in Your Logo

For languages which read left to right, like English, the most visible part of the screen is going to be the top left-hand corner.

To build memorability, your logo should include your domain name so users will be able to locate your site in the future. Some big websites like Apple or Nike are exceptions to this rule because only their brand logo is recognizable enough. They don’t need to write a domain name because of high authority and strong brand recognition.

Apple logo
Nike logo

These websites have highly recognizable symbols in their logos, while most other recognizable websites write a domain name in the logo.

Amazon website
Udemy website

Remember to use understandable and popular typefaces in your logo, because the main goal is to help users memorize your website name.

Leave a Lot of Free Space

Many websites add almost all their products, catalogs, and other features on a home page, which confuses more than helps. Instead, leave something fundamental for your customers in the first visible screen so users won’t have to scroll: a best-selling product, reviews, USP, etc.

Try to avoid using two columns except in cases when necessary; column formats are hard to read and navigate on mobile devices, and will therefore turn away mobile users. Keep your design streamlined and minimalistic.

Use High-Resolution Unique Pictures

Stock pictures hurt UX because customers need something unique. Professional designers or photographers on Upwork or Fiverr can do an excellent job of providing unique imagery for your site.

You can use DALL·E 2 to generate pictures for your website with extended free limits, but I still prefer to cooperate with designers.

Create a Simple Website Structure

Website structure

Most customers don’t waste time searching for something they need. They will click away and never return.

Create a simple website structure to retain them longer with the following:

  • Add the most frequented pages in the top menu, without focusing too much on the bottom of the page.
  • Use helpful pages: about, contact.
  • Add social media accounts — most customers check them out before buying.

Catalog

Many websites copy Amazon or other big eCommerce platforms, but this will not work for the majority of commerce sites. Amazon sells over a billion products and therefore has enough data to quickly generate personalized results, whereas your site likely doesn’t. Add best-selling products in the first visible screen and place other products in the scrolling down results.

Add filters that help customers find their products fast: price, size, brand, color, etc. Amazon uses four items in a row. The best practice for small shops is to use one product, but it usually depends on the number of your products and customers’ preferences.

Product Page

Think about your target customer base. Add the information on this page that will help to convince them to spend their hard-earned money on your products.

The average customer persona is interested in the following:

  • price
  • reviews
  • rating
  • delivery
  • description
  • photos
  • video
  • other triggers.

Amazon adds all these elements on product pages because of standards and human habits. Amazon customers are familiar enough with the site to know how to check out Amazon products and all critical elements without leaving a product page.

Your customers might still be getting to know your website elements, so adding essential elements is critical in the first visible screen. Leave less important information to the scrolling part at the bottom.

Contact

Don’t submit many fields to a contact page because fewer fields = more sales and requests. I use a name, email, and message on my contact page. If you need to know more, then ask these questions after getting the request in your email.

Contact Form

About

Never use stock pictures and generic text on this page. Instead, add your personal and team photos because Google and users analyze the experience. Generic photos are easily spotted and are a turn-off for potential customers.

Write your story about why you started your brand, what pain points you had, and your main goal of helping and supporting customers. Customers love stories. Brands don’t sell products; they sell stories.

Conclusion

All webmasters should focus on improving UX with simplicity and personalization. Learning from customers is essential to know how to guide their journey on your website, from first impression to conversion.