How to improve the user experience of your website?

We often come across the terms UX or UX-optimisation. These refer to the user experience. But what do they mean in practice and how can you benefit from them?

But what exactly does this concept mean?

When I get this kind of question from clients, I have to be honest, I’m a bit confused; there is no universally accepted definition. Moreover, it is not a specific discipline but several disciplines that are required for a site to be UX-perfect.

You need:

  • graphic design,
  • copywriters-,
  • SEO experts-,

approach, so that you fully understand what a good website is.

But, to give you a concrete, tangible definition: user experience is about serving the needs of your visitors to the maximum. The difficulty in giving a precise definition is that every person is different, so a super user experience is a subjective thing.

In addition, the purpose of the website is an important question. Is it to sell a product or service? To promote? Or is it just a personal/professional blog?

As you can see, UX is influenced by many different factors. But why is it really important? 

Why is UX important?

Let’s take a step back from websites and put the story in a different context. Think of going to A-Restaurant. The tablecloth is dirty, sticky. You make a reservation, but the waiters don’t come right away, they just talk to each other.

After they come, you can still feel that they are being rude and have no desire to be here. They take your order and then storm off. And you just wait and wait. For half an hour, an hour, then you ask politely when lunch is coming, but they don’t answer. 

After an hour and a half, you finally get it, but it’s cooled and the meat is still chewy. You leave with a bitter taste in your mouth, vowing never to come back here again, and to tell your friends off.

This is a bad user experience.

On the other side of the scale, however, there is Restaurant B. You walk in and your eyes are immediately caught by the modern, design-led interior, the newspaper pasted on the wall, and the matching colour and pattern of the tablecloths and chairs. The waiter comes up to you with a smile, asks you if you want a drink, what you’d like to eat and even suggests a few dishes that are the chef’s specialities. 

You have to wait for half an hour, the waiter thanks you for your patience, wishes you bon appétit, leaves, then comes back a little later to ask you if you like the food. 

The meat is crumbly, the garnish is just right – in short, everything works. When you pay, you happily tip the waiter and thank him for his kind service. Before you leave, the waiter quietly comments that if you liked it, you should Google it and write a nice review.

The food and the place were so good that you’re ecstatic for hours afterwards and can’t wait to go back and show your friends.

It’s a good user experience – but it didn’t take the work of one person, it took a whole team.

This analogy can be applied very well to a webshop, for example. Design, customer service, logistics, delivery, feedback and testimonial at the end are important.

The user experience therefore strengthens your website, your brand and you.

#1 Increases revenue

Let’s stick to the restaurant analogy. To keep you at your table after half an hour, you need service to be as fast, polite and better as possible. 

Translated into English: the better the user experience, the more likely you are to reach the finish line (i.e. get paid). This means more revenue and profit.

#2 Generates return visitors

As the restaurant example shows, satisfied customers return again. As the saying goes, never change the well-travelled path for the untravelled – so why order elsewhere when you’ve already got your Jolly Joker?

#3 Spend more time on tomorrow, and Google will appreciate it

Here we are forced to go back to websites, and forget the restaurant analogy for a moment. If a visitor spends more time on a website, the search engine is more likely to return a relevant result for that website – that is, they have found what they were looking for.

And if 70% of visitors agree, this is a green signal to Google that your page is relevant to XY topic, so it will rank higher for those keywords. (And a higher ranking means even more revenue – read more about that here.)

#4 A site with good UX is also good from an SEO point of view

As mentioned above; a page should not only be aesthetically and textually good. If, for example, the site loads slowly, has a bad url structure or falls apart on mobile, this can greatly degrade the user experience.

Of course, this sounds like an awful lot of work. But fortunately, there are ways that you can easily do that will still significantly improve the UX. 

Here are some of them.

Simple ways to improve the user experience

The simplicity of a good website lies in its greatness. That’s why you should strive to make your site as transparent, easy to use and clear as possible. 

Let’s go from the top down and start with the url.

#1 Use simple URLs

It is common to encounter pages whose url is automatically generated and not transparent. In this case, the most important thing to know is that the url

  1. should be written in lower case,
  2. without accent
  3. and use a hyphen instead of a space.

For example:

It is also essential that the url contains the main keyword and is short and expressive. This is important not only for SEO but also for UX. Mainly because when people look at the search bar, they can find their way around by url.

#2 Make the menu structure clear

It is important that the items in the menu are clear and clickable. There should also be subcategories within the main category, which should also be clear. 

For example, if someone is looking for cat food, but accidentally links to dog food, it’s a huge luft, so the user is likely to leave the site and you lose money. In many cases this goes without saying, but for a webshop with thousands of products, for example, this may not be the case, so it’s worth running an SEO audit.

#3 Navigations and CTA 

Although CTA buttons need to be different from the web design to stand out, they still need to fit in. The colour, shape, text, form and size of the button are important. It’s also important that the button is clickable and takes you exactly where the click stimulus suggests.

#4 Test your website on mobile

Currently, more than 50% of people browse on their phone. That’s why it’s just as important to make sure your website is optimised for phones, not just desktop. The easiest way is to test your own site. When you test it, consider the following points:

  • Is the website loading quickly?
  • Does the pop-up chat window bother you?
  • If there are pop-ups, are they not distracting? Are they easy to close?
  • Does a maximum of three taps get the visitor where they want to go?

After you’ve browsed through your site, give the phone to an older, preferably retired, friend. If he or she can handle it, the younger age group should have no problem.


As you can probably see from the above, there are a few simpler tricks you can do to achieve spectacular results relatively quickly. However, to use another analogy, you should not be training for a short distance run, but rather for a marathon. This is very much the case in the world of online marketing in general. 

So simply a month or two, or even six months, is not enough. Rather, it is a never-ending job, because a website is never finished and there is always room for improvement. However, it pays off, as the work invested will increase the revenue exponentially.

Shopping Cart
Scroll to Top