What is User Experience?

User Experience (UX) is the overall experience a user has when using a website or product: from the first impression to the feeling afterwards. UX covers usability, visual design, performance and the emotional experience.

Why is UX so important for marketing?

Poor UX increases friction and lowers the conversion rate. Google uses page speed and Core Web Vitals as ranking factors, so poor UX also hurts SEO. In Google Ads, the quality of the landing page is part of the Quality Score.

UX principles for higher conversions

Clear navigation, a consistent visual hierarchy, fast loading times, mobile optimisation and error-free forms. Every obstacle you remove raises conversion straight away. Make sure the action you want most is always the easiest one.

Measuring and improving UX

Through heatmaps, user testing, A/B tests and Google Lighthouse scores for technical UX metrics such as loading time and Core Web Vitals.

Is UX only for large companies?

No. Even small changes to forms, CTA text or loading time have a directly measurable effect on conversion.

What is the difference between UX and UI?

UX is the overall experience and strategy; UI (user interface) is the visual layer and interaction. More at developers.google.com/search.