Having a website doesn’t guarantee you’ll be visible on Google, nor that it will convert, whether you’re after new clients or online sales. To work, your website has to be attractive and easy to use. That’s the job of a UX/UI design agency: the UX expert optimises the user experience, and the UI expert optimises the web design of the site.
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UX is short for User Experience and, as the name suggests (no translation needed this time ;), it covers everything around the user’s experience. In other words, UX design looks at the user journey on a website and how people actually browse it.
The aim of UX support from an SXO agency is to optimise the conversion funnel so more visitors take the final step: sending an enquiry, buying from an online shop, downloading a brochure, and so on.
A successful digital marketing strategy relies heavily on this lever to grow revenue. Working with an SXO agency for UX advice means giving yourself the best chance of an optimal, effective user experience.
UI stands for User Interface and covers the whole visual environment of the site. UI design aims to create an attractive, creative and practical interface for people to move around your website. UI design is an integral part of the overall UX.
How your site looks to visitors matters enormously: people are very sensitive to visuals and form an opinion of your business at first glance. An attractive, well-designed site earns visitors’ trust far more easily.
A pleasant customer journey on your website (both functional and visual) quite simply encourages interaction between visitors and your products or services.
Optimising the UX/UI of your website means:
Designing a simple, intuitive customer journey through UX and UI design has a positive impact on how visitors interact with your website. It puts them at ease from the very start, and an optimised conversion funnel makes them want to go all the way.
And more conversions means more revenue!
UX design, which includes UI, plays a part in how your website ranks, in organic search (SEO) as well as paid search (PPC). Why? Simply because UX factors are among the criteria analysed by search engines such as Google.
A good user experience and user-centred design are signs of quality: your website’s rankings get stronger and your ads’ Quality Score improves.
UX design has such an impact on search that digital experts now talk about SXO: SEO + UX. The main goal of SXO is to make SEO-driven pages more appealing through attractive design. After all, pages packed with optimised content can quickly put users off.
Applying UX design techniques, on the other hand, encourages visitors to engage with the site.
Working on your site’s UI design lets you convey your identity and send the right message to your visitors. Your website truly reflects who you are, and your company’s values are easy to spot.
UX and UI support for a website lets you combine a high degree of personalisation with an interface that stays practical and functional.
UX/UI is still too often overlooked in digital marketing strategies. Plenty of sites end up with chaotic customer journeys and clunky usability. Which means you can really set yourself apart from your competitors!
And as we’ve explained, optimised UX design boosts your online visibility. UX support can help you climb the rankings and overtake your competitors.
Although you can improve your site’s UX design at any time, the ideal moment is when you create or redesign your website.
The SXO agency then starts from a blank page to propose mock-ups and wireframes designed with UX/UI in mind from day one. That’s always more effective than unpicking and redoing an existing template.
Whether it means studying your existing website or, for a new site, your market and your needs, an in-depth analysis and a clear understanding of your needs and goals come first. This is the SXO audit phase.
This analysis produces the roadmap and the list of pages to work on in UX design. Successful UX support from an SXO agency starts with genuinely listening and meeting with the experts to define the best strategy.
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The SXO agency then proposes mock-ups that balance your needs, your wishes and its UX expertise.
There’s a lot of back and forth with the UX/UI expert until the mock-ups are signed off. But that time is what it takes to
build a website that performs and delivers.
The UX designer will also advise you on your requests. A good SXO agency (yes, yes, like us 😉)
will take the time to explain why the elements it wants to improve matter, such as:
Once the UX improvements are live or the website build is complete, it’s essential to measure the KPIs (the site’s key performance indicators) to see whether anything needs adjusting.
We can even run A/B testing to get hard numbers on what works best with your audience.
For example, our SXO agency provides a UX report 6 months after launch, to track the results and conversions on your site.
A word of warning! For the audit as for the follow-up, a properly configured web analytics setup is essential. That’s why we recommend a data analysis service for any UX/UI optimisation project.
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SXO is SEO (organic search optimisation) and UX working hand in hand. The two are linked, and both play an important role in your visibility on search engines such as Google.
By working on and optimising both levers together, the ranking gains are even greater. The site gets more traffic and, since the customer journey has been optimised too, the conversion rate improves as well. So you get more visitors who convert more.
What if your next website became your best salesperson?
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