User experience (UX) encompasses all aspects of how a user interacts with a brand’s website. Websites that are clunky or difficult to navigate have a poor UX, and they generally have low conversion rates. The same design flaws that cause low conversion rates can also, negatively influence how a website ranks in search.
UX design plays a major role in both SEO and conversions, which is why it is important for brands to create user experiences that encourage visitors to engage with their websites. According to Forrester Research, positive user experiences can increase conversions by up to 400%. They can also reduce page abandonment by 41%.Google takes usability metrics into account when determining placement on search engine results pages (SERPs). A few of the many usability factors that Google considers in its search algorithm are: