User experience in digital marketing

Click-through rate
One behavior Google analyzes is you click through rate (CTR). This is the rate in which people click on the link to your website compared to the number of people who had the chance to click on your result.

The click through rate for the first three results are higher than any other position. This is due to the fact that many people click on the first few results because they are perceived as the most relatable to a user’s search inquiry.

You want to have a high click through rate because it indicates that people are interested in your business and find your website to be helpful. This improves your ranking and enables you to reach more people.

Pages per session
One behavior that is important to your ranking is the pages per session. This is the number of pages a person visits before leaving your site.

It is better to have your visitors going to multiple pages, rather than just one or two. This keeps them on your website longer. A longer retention time boosts your ranking.

Bounce rate
There is one negative behavior that you’ll need to be aware of is bounce rate. Bounce rate is the percentage of people that end up on your landing page and immediately return to the search results.

People will return to the search results for numerous reasons. They may not find the information they need or the page may load too slowly. It is important that you keep people on your page so you can decrease your bounce rate.

Organized navigation
When someone arrives on your site, they should know how to find the information they want. You don’t want users to struggle to find information. If they can’t find it easily, they will leave your site and pick your competition.

The best way to ensure that users can find information is to create a simple to use navigation. You’ll want to have broad headings that encompass numerous ideas. As long as your navigation is organized, users won’t have a problem finding the information they need.

Calls-to-action (CTAs)
The best way to encourage a positive user experience is to give your visitors a sense of direction. You can do this by creating a call to action (CTA).

Many companies forego writing strong calls to action. This is an important part for guiding your visitors to the next step.

By including CTAs, you’ll increase the amount of pages people visit, encourage them to take action (download, sign up). These behaviors will increase your ranking because people will spend more time on your site.

Page speed
One way you can do this is by increasing your page speed. Users don’t like to wait for slow loading pages. If your page takes too long to load, users will return to the search results and select another business.

This increases your bounce rate. In order to avoid increasing your bounce rate, you can use Google Pagespeed Insights to check out how your site is performing and where you can make improvements.