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The Missing Component of an Excellent User Experience

When I first read these statistics, I didn’t believe it was real. Amazon could have lost $1.6 billion in annual sales if this issue had not been addressed. Likewise, Mozilla increased their conversion rate by 15.6% because they improved their user experience by focusing on this one specific area. Let me ask you, what comes to your mind when you think about the user experience? How do you go about tweaking, monitoring and improving how your web page performs and achieves your intended results?

If you are in the business of building a website that not only looks pretty but drives key business goals, pay careful attention to what I’m about to share.

Improving Your Site’s User Experience

When you talk about improving the user experience of a website, what often comes to mind are the graphics, navigation and maybe its responsiveness across different devices. When I did a Google search on UI/UX design, what I found were fuzzy concepts like clarity, attractiveness and consistency, all of which hint at a solid principle but can’t really be tested objectively.

Using Laptop

When a user pulls up your website, a factor that most affects their experience might be something that has nothing to do with what you designed. You could have spent hours in Photoshop dropping in captivating illustrations or shocking photos, but then the user never even sees them. Or, you may have a top-notch copywriter crafting multiple headlines for split-testing an opt-in form. However, when you ignore this one critical factor, you’ll completely screw up all your data.

As I researched how the biggest brands like spend their energy to get the largest result, I found it was their engineers who were discovering what needed to happen.

The missing component from many designers’ user experience tests could be the speed that the website loads. You have to realize that, today, your user is not only impatient and spoiled but also distracted with a limited attention span. In addition, they can likely live in a part of the world far from your web host. Yes, the location of your website’s hosting server will make a difference from one country to the next.

A snappy user experience beats a glamorous one, for the simple reason that people engage more with a site when they can move freely and focus on the content instead of on their endless wait. – Jakob Nielsen

How to identify if page speed is disrupting your users’ experience?

1. Run a Speed Test

The three most popular web-page speed testing tools are Pingdom, GTMetrix and WebPageTest. Each of them has a unique way of evaluating your site. Please do head to each of those testing websites, enter your website URL and find out what each site will have to say. They will load your website and diagnose the code, server response, image size and scripts that are running and recommend how you can improve your website’s speed.

Pingdom Tools

2. Run a Speed Comparison

In addition, you may want to have a look at the comparison speed tool by MaxCDN. MaxCDN has a comparison tool that analyzes the speed of two sites from 12 different locations around the world. If you already have a CDN delivering your site across multiple locations, you can use tools MaxCDN has to verify the impact of the CDN. But if you don’t have a CDN, I would use the tools to simply compare my website with a few of my competitors’ and see which is faster. Being faster than your competition could be an easy tactic to use to steer more leads or sales your way.

MaxCDN Tools

3. Looking at Your Analytics

Specifically, you should look over your bounce rates before and after you add a CDN or do whatever you choose to fix you page speed. Bouncing is what happens when someone arrives at your website and they leave your page without ever clicking to any other page. Rarely do you want people to arrive, read and leave. So if you see a high bounce rate, this could be a sign of not wanting to wait for your page to load.

Website Speed Analytics

After you begin to improve you web page speed, you should notice the average time on your pages increasing. Consequently, the bounce rate should decrease as well. The more time they can read and see what you have, the more likely they’ll click and do more in-depth browsing.

Lastly, let me admit, I’m no developer or engineer. I can be a designer, marketer, affiliate manager and consultant, but I can’t understand all the technical ins and outs when it comes to server response times and GZIP compression, etc.

So, I do want to give a shout out to one guy I’ve hired a few times to help me speed up client websites. His name is Mark de Scande. He not only helps me interpret the results and recommendations from Pingdom and GTmetrix, but he also did all the stuff necessary to repair the site’s major issues. If you don’t have someone you can run to, I’d recommend you at least check him him out.

Special Offer

There is a limited time offer for Onextrapixel readers who want to try MaxCDN to accelerate their website speed. You will save 25% off any of their standard plans when signing up. MaxCDN provides a 30-day money back guarantee on improving your website’s load time.

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