The critical role of UX in ecommerce SEO

UX is not simply an add-on but the foundation of your SEO efforts.

As Steve Jobs famously said, “Design isn’t just what it looks like and feels like — design is how it works.” High-quality UX/UI design can increase visitors’ time on a website and lead to better conversion rates. Such metrics indicate to search engines that the site effectively addresses user needs, which could warrant higher rankings.

Customers seek a seamless experience when buying something. A great UX can influence those purchasing decisions and set your brand apart from competitors in a market with similar products and services.

As another business leader, Dr. Ralf Speth, ex-CEO of Jaguar Land Rover, famously said: “If you think good design is expensive, you should look at the cost of bad design.”

Improving conversion rates through UX

A website’s design, performance, and functionality directly impact its conversion rates. A well-executed user interface can boost conversions. Such enhancements attract more visitors and convert them into loyal customers. There are many sections on your online store that could benefit from UX improvements.

For example, abandonment of shopping carts is a big issue in ecommerce. There are many reasons why users leave their carts without buying. Most of these are tied to the buyer journey, but many customers also leave their carts due to issues with the store or the buying process UX. In numbers: the Baymard Institute found “that 22% of US online shoppers have abandoned an order in the past quarter solely due to a “too long/complicated checkout process,” while 17% left because of technical issues on the site.”

Improving page speed is also one of the pillars of UX. Portent found “that the difference in ecommerce conversion rate between blazing-fast and modestly quick sites is sizable. A site that loads in 1 second has an ecommerce conversion rate 2.5x higher than a site that loads in 5 seconds.”

These are all things you can fix in your UX strategy. In a well-known study, Forester Research showed that businesses can expect up to $100 in return for every dollar spent on UX. For many retailers, investing in UX and ecommerce SEO can drive business growth.

The importance of mobile optimization

Since mobile has far eclipsed desktop traffic in market share, optimizing for mobile is more important than ever. At the start of 2024, Statista calculated that smartphones were responsible for 77 percent of retail site traffic globally and for generating two-thirds of online shopping orders.

First impressions matter

Creating a positive first impression is critical for ecommerce businesses. Research suggests that users form an opinion about a website in just 50 milliseconds. Key factors influencing these lightning-fast judgments include visual complexity, prototypicality, and exposure time. Prototypicality refers to how closely a website aligns with users’ expectations based on familiar design patterns. Exposure time is the brief period visitors initially see and evaluate a site.

Websites that are visually simple yet stick to common conventions are perceived as more appealing, even within this short exposure time. As visitors spend more time on a site, the familiar structure becomes as influential as its simplicity. Focus on these design elements to make visitors happy and improve engagement.

Google NavBoost and user trust

Recent insights into Google’s NavBoost highlight the role of user behavior in search rankings. NavBoost analyzes user interactions, particularly click patterns, to refine search results based on user satisfaction. Metrics such as “good clicks” (indicating user satisfaction) and “last longest click” (where users spend the most time) directly correlate with UX.

A positive user experience leads to higher rates of good clicks and lower bounce rates. This shows that UX is important in establishing trust and credibility through Google’s E-E-A-T framework (Expertise, Experience, Authoritativeness, Trustworthiness).

The symbiosis of UX and SEO

UX and SEO are one. You might even call it SXO: Search Experience Optimization. Search engines prioritize websites that offer good user experiences. That makes sense because it aligns with their goal of delivering valuable content to users. A focus on UX boosts user satisfaction and could enhance search engine rankings. Those rankings could help drive traffic and improve conversions.

Strategic initiatives for UX and SEO

There are many things to do if you want to enhance both UX and ecommerce SEO, here are just a couple of them:

1. Responsive design: Make your website mobile-friendly, as mobile devices account for over half of global web traffic. Responsive design improves user satisfaction by providing a seamless experience across devices. As a result, it might positively influence search engine rankings. For example, eCommerce giants like Amazon excel in responsive design. These stores make sure that users have a consistent and user-friendly experience whether they are browsing on a desktop, tablet, or smartphone. This adaptability helps capture and retain mobile users.
2. Clear navigation and structure: Develop intuitive site architecture that facilitates easy navigation. This not only enhances the user experience but also aids search engines in understanding and indexing content effectively. A well-designed navigation system with a robust site search option can improve user satisfaction. For instance, ASOS, a popular online fashion retailer, offers a well-organized navigation menu with clear categories, making it easy for users to quickly find what they’re looking for.
3. Improve performance: Optimize page speed to reduce bounce rates and improve user engagement. Google’s Core Web Vitals highlight the importance of fast, stable, and interactive pages. Practical steps include compressing images, leveraging browser caching, and using content delivery networks (CDNs). Research shows that a site that loads in one second can have a conversion rate 2.5 times higher than one that takes five seconds.
4. Engaging content: Create informative, relevant, and engaging content. High-quality content draws users in and sends positive signals to search engines. For example, incorporating detailed product descriptions, customer reviews, and engaging blog posts can enrich the user experience and encourage visitors to spend more time on your site.
5. Accessibility: Incorporate accessibility features to accommodate all users, including those with disabilities. This aligns with UX best practices and ecommerce SEO requirements. Following the Web Content Accessibility Guidelines (WCAG) ensures your site is usable for a diverse audience, enhancing user satisfaction and search visibility.
6. A/B testing: Implement A/B testing to refine your UX and conversion strategies. This involves comparing two versions of a webpage to see which performs better. For example, testing different CTAs, headlines, or images can provide insights into what resonates most with your audience. Businesses can continuously optimize their site for better engagement and conversion rates by iterating based on real user feedback.

A strategy for success with UX and SEO

Today, it would be foolish not to integrate UX into your SEO strategy. Focus on user experience design and combine it with proven SEO strategies. This helps ecommerce businesses improve search visibility, engage users, and support long-term growth. This approach helps customers find and appreciate online stores, which leads to loyal customers and increased revenue.