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Over 80% of users find websites through search engines. Therefore, when optimising the user experience you should start from the point when a person types their query into Google.
How you appear in Google matters
Users must be able to identify easily from the title and description that appear in the search engines that your website will be the best place to go to achieve their goals. They must be be succinct and expressed from the user’s perspective to encourage them to click through to your site.
A consistent and rewarding user experience starts by finding your site easily for the keyword phrase the user entered, and rises to a peak of expectation when they have read your search engine listing and click through to your site.
Converting clicks into ROI
From the point of arrival, your site needs to empower the user – make them feel in control over their online experience rather than being dictated to or restricted by the site architecture.
A simple information architecture is critical
Ensure that it is easy for users to find the answer to their search query in as few clicks as possible and when they have done so, provide links to related pages on your site to encourage them to pursue a strand of thought rather than carry out a series of disjointed forays from the home page.
You are not just seeking to increase the number of visits, but to ensure that those that do click on your site are qualified visitors. Once they have arrived, you need to make every effort to engage them by rewarding their interest by relevant, effective information.
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