While most webmasters tend to see the bigger picture, there has been a disturbing trend of late where customer experience and usability have taken a backseat to traffic stats. Ranking high on the Search Engine Results Page (SERPs) is a crucial aspect of a successful website but it says little about a customer’s experience. Consequently, businesses have to spend a lot of resources in their SEO and SMM efforts in spite of high traffic, simply because their customers are not a part of the digital marketing chain.
All visitors to your website are your potential customers. A good experience raises the chances of conversion. An important thing to consider is what visitors actually do when they visit your website. Do they browse other pages and spend time on the website? Do they leave immediately? There are plenty of questions that webmaster and managers need to answer. These can help them know the reasons behind the actual problems such as lack of sales despite high traffic or why the bounce rate is high, among others.