Websites have increasingly become the primary channel where businesses sell their goods and services. Many small and medium enterprises heavily rely on their business websites for their revenue. However, it is surprising how very little attention is paid to measurement and analysis of this important sales channel. A business will never know how well its website is serving it unless it tracks its user performance. Google uses different ways to measure user experience on your website so that it can rank well on the search engine. Here are some few ways.
1. Click Through Rate
This relates to marketing and advertising efforts that are intended to get customers to your site. By making use of some unique links for different promotions, you can easily know which activity is driving more visitors to your website. Google AdWords will have a Click through Rate (CTR) that will let you know how many clicks a particular ad is driving to your website. An important factor to consider alongside CTR is bounce rate. A bounce is when someone clicks on your website but then leaves from that same page. When a website has a higher bounce rate, it means that your ad got them to your site, but then they were not engaged enough to stay.
2. Unique Website Visitors
These are first-time visitors for a specific period of time. Unique visitors are only counted once even if they visit your site multiple times. Unique visitors on a website are determined by their IP address together with a cookie on the browser they are using. As much as webmaster counts a visitor once when he visits a website, if the same visitor visits the website using a different device, he will be counted as a new user. Unique visitors helps Google to analyze user experience on a website.
This is the average time a visitor spends on your website. Time-on-site is a useful indicator of measuring the user experience since it shows how long your site managed to have the visitors’ attention. Depending on your website, your time-on-site will be different. For example, a website that deals with insurance cover, the time-on-site will be more due to the information visitors need to go through. So the best way to measure time-on-site is to approximate how long you expect visitors to spend on your website.
4. Top Exit Pages
Top exit pages are where visitors leave your website. You can be able to examine this section using Google analytics to identify the specific areas where you are losing your audience. This will help you understand what exactly makes your visitors lose interest with your website and what is driving them away.
5. Conversation Rate
It is great to get visitors to come to your website. It is also great to engage them through Google ads, organic traffic or any other marketing tools. However, if the visitors don’t transact with you, then your efforts may not be bearing any fruits. Conversation rates help in determining how many visitors are transacting with the website. Google uses this as one of the methods to determine user experience.
Google uses various methods to rank a website in the search engine, and user experience is one of them. For your website t rank better, you need to apply efforts and have a good user experience.