Businesses should conduct user surveys to identify elements of poor UX

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 14, 2020, 1:07 PM UTC

Poor user experience can cause severe damage to a brand’s SEO in the long-term, even if it ranks first for all crucial keywords initially.

Though there are no tools to help identify a website’s poor UX, the author recommends certain practices like running a survey to ask users about their experience on the site. Marketers can use Google Forms, Survey Monkeys and WuFoo to get direct and relevant responses from customers, which can help identify areas improvement.

Using tools such as Crux can help brands find out how fast/slow their websites are when compared to competitors. Comparing site speed with competitors can guide brands to improve website user experience.

Tools like HotJar can help track users’ navigation pattern and optimise accordingly.  To offer better UX, brands should then optimise their on-page content, update old content and CTAs.

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