UX means User Experience and is often confused with usability. But it’s so much more, which is why I place great importance on it in my web projects. Ideally, UX is considered right from the start, but even later in the process there’s still a lot you can do to ensure users actually engage with your digital products — and keep coming back, frequently and for the long term.
What does UX optimization include?
User Experience is officially defined as follows:
”Perceptions and responses of a person resulting from the actual and/or expected use of a product, system, or service. […] This includes all emotions, beliefs, preferences, perceptions, physiological and psychological responses, behaviors, and performances that occur before, during, and after use. (DIN ISO 9241-210)
Users want to enjoy a positive experience — a real joy of use — when interacting with your digital media or products. They should genuinely feel motivated to use the product. To achieve this, your offering must be visually appealing and convincing in terms of content. At the same time, ease of use (usability) is crucial. This requires well-designed functionality and accessibility. After all, no one enjoys long loading times or complicated processes.
The utility is also important. Users expect your digital products to offer functions and content that are tailored to their needs — and to provide real added value. Equally essential for a UX-optimized product is accessible design (accessibility). The key word here is inclusion: Is access to the digital product easy, for example, for users with visual or hearing impairments? And when it comes to responsive design: Does the layout work well across different devices?
All of these aspects contribute to UX and are taken into account in our projects. These factors represent an important component of digital customer retention. A UX-optimized product also indirectly contributes to better Google rankings. If a user stays on a page longer, it means the bounce rate decreases and they use the page more frequently (high return rate). This sends positive signals to Google.
What are the benefits of UX optimization?
If the overall user experience is positive, it builds trust in the digital brand or product. As a result, it is used more frequently — which is reflected in higher page impressions, lower bounce rates, and higher conversion rates. In SEO optimization, this refers to achieving a previously defined goal, such as completing a transaction, signing up for a newsletter, making a purchase, or downloading a file. Another important advantage is the reduction of first-level support costs, since users have fewer questions or complaints.
In summary, UX is, in my view, the method of choice when it comes to modern, effective applications and digital products.
