8 UX Improvements That Publishers Must Focus On

User experience or UX is a central concept in the digital landscape that has been around for a long time but has gained immense popularity in recent years. It refers to the holistic experience that a user has while interacting with a website or any other digital product. As businesses focus on customer-centricity, UX has emerged as a key differentiator that can set them apart from their competitors.

In today’s hyper-connected world, users expect seamless and personalized experiences that cater to their needs and preferences. From e-commerce to publishing websites, user experience is a critical factor that can determine the success or failure of a digital property. Therefore, businesses must prioritize UX improvements to deliver engaging and frictionless experiences that keep users coming back for more.

Why should publishers in the ad tech industry prioritize user experience?

UX plays a crucial role in SEO and content marketing. Search engines like Google consider user experience as a ranking factor, and websites that offer better UX are more likely to rank higher in search results. Additionally, high-quality content can only deliver its intended message if it’s presented in a user-friendly and intuitive manner. Therefore, publishers and content creators must focus on improving UX to maximize their reach and impact.

Here are 8 simple ways publishers can enhance their user experience

1. Avoid multiple data entries 

In the digital era, entering personal information is a common practice for users. However, 65% of website visitors would refuse to fill out a form if it asked for too much personal info. Publishers should aim to keep this process to a minimum and ensure that users only need to input their details once. With the ability to store user data, they can use this information to automatically fill in user details, creating a seamless experience for the user.

By implementing this feature, users can avoid the repetitive task of manually inputting their information, saving them time and effort. For example, when a user signs up to an app or website using their contact number, the option to automatically verify and fill in the one-time password (OTP) can be offered. This simplifies the login process and provides users with a hassle-free experience, contributing to overall customer satisfaction.

2. Live chat support

Live chatbots have revolutionized customer support, significantly enhancing the user experience by providing efficient and speedy assistance. Traditional methods of customer support, such as waiting on the phone for a representative, are becoming obsolete. Live chatbots offer real-time help that adds to customer satisfaction.

These support channels are versatile and can be integrated into websites, apps, social media platforms, e-commerce platforms, and more. Live chatbots are highly dynamic and capable of resolving customer issues, assisting with customer onboarding, and engagement, and addressing any queries.

3. Benefit-driven CTAs

When creating a CTA, it is essential to consider the benefits it offers to the user. A benefit-driven CTA not only attracts attention but also persuades the user to take action, and guides them through the website. This UX strategy can also aid in lead generation and conversion rates, ultimately increasing revenue for the business.

In addition to the content of the CTA, design elements such as color and shape should be considered to ensure they blend well with the website’s overall aesthetic. Furthermore, the placement of the CTA is a critical factor. It should be strategically placed in the user’s path to guide them toward the intended action.

4. Reduce page load time

Page load time and user experience are directly related. Users today are highly accustomed to a fast-paced digital environment and have little patience for slow-loading websites. If a website takes too long to load, users are likely to become frustrated and may choose to leave the site, leading to an increase in bounce rate. 

The average bounce rate for pages loading within 2 seconds is 9%. As soon as the page load time surpasses 5 seconds, the bounce rate can soar to 38%. While it’s challenging to determine an exact ideal page load time, it’s crucial to keep it as low as possible to ensure a good user experience. Slow page load times can damage a website’s reputation, result in the loss of users, and ultimately lead to a decline in revenue. Therefore, optimizing page load time is a critical aspect of a successful UX strategy.

5. Mobile Optimization

With the number of smartphone users reaching a staggering 6.8 billion worldwide in 2023 it’s evident that a significant portion of the global population relies on mobile devices. In fact, with a smartphone penetration rate of over 80 percent, it’s crucial for publishers to incorporate mobile optimization into their UX strategy to reach their audience where they are. Failing to do so could mean missing out on a large chunk of potential customers and hampering their user experience.

Mobile users are 5 times more likely to abandon a task if the website isn’t optimized for mobile. Mobile optimization is not only about making the website responsive and scalable to different devices, it is also about understanding how users interact with the website on mobile devices. A well-optimized mobile website can enhance the customer journey by providing a user-friendly interface, faster page load times, and easier navigation. 

6. Easy Navigation

One of the key principles of good UX design is simplicity, which is often exemplified through easy navigation. From a user’s perspective, simplicity means being able to navigate a platform with ease and complete tasks quickly. If users have to spend a significant amount of time trying to find what they are looking for, they will likely become frustrated and abandon the platform for a competitor’s site. 

To ensure a positive user experience, it is crucial to offer easy navigation that highlights the right labels and menus, as well as ensures quick page load times. By doing so, users can seamlessly and efficiently navigate your platform, leading to increased engagement and satisfaction.

7. Touchpoint mapping

Touchpoint mapping involves defining the possible interactions that users may have with a website or platform. By understanding the customer journey and outlining their navigation, publishers can consciously enhance the UX. Different touchpoints are identified for each action goal, such as checkout or payment. 

To conduct an accurate touchpoint mapping exercise, it’s important to conduct extensive customer research to ensure that your user journey analysis is as comprehensive and accurate as possible. By analyzing each touchpoint in detail and incorporating them into the UX design, publishers can optimize their websites for a more intuitive and streamlined experience. 

8. Adopt a customer-centric approach.

When strategizing UX design, it is important to keep the customer’s perspective in mind. This includes UX localization, which involves designing platforms in a culturally inclusive way to cater to a diverse audience. This requires a deep understanding of the target audience, including their behavior, habits, interests, and cultural background, to create a website that enhances their user experience. 

Designs, graphics, colors, and icons used on the interface must be taken into consideration. By prioritizing the customer’s perspective, businesses and publishers can build a website that meets their customers’ needs, resulting in increased engagement and loyalty.

User experience directly impacts how users feel about their interactions with a website or app. By making UX improvements, publishers can enhance customer retention strategies and make users feel comfortable and satisfied with their experience on the platform. Ultimately, prioritizing UX can lead to greater engagement, increased loyalty, and a better overall reputation for the publisher.