User experience (UX) optimization is the process of refining areas of a website or shopping channel to make it more enjoyable, easy to navigate, and engaging for visitors.
The user experience refers to a consumer's feelings, opinions, and thoughts as they interact with a business's online presence. Optimizing UX is the process of defining key performance indicators (KPIs), assessing how the website is performing against those KPIs, and making adjustments to the site to meet KPIs and improve UX.
Businesses generally use engagement metrics, such as website traffic, average time spent on each page, task completion rates, or conversion rates, to measure how successful their UX is.
After analyzing these metrics, the business might remove obstacles that prevent consumers from purchasing a product, address gaps or malfunctioning elements, or streamline the pathway to purchasing.
Businesses can also optimize their webpages for search engines by identifying and applying high-performing keywords, which can attract and retain visitors. The goals of UX optimization are to drive more consumers to the site, lengthen the time they spend there, and increase conversions.