Focus on improving website UX

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 03, 2021, 5:42 PM UTC

With Google prioritising user experience across websites, publishers must enhance UX to stay on top of SERPs. 

Google’s Core Web Vitals track a website’s user experience with parameters that measure webpage loading speeds, site interactivity and visual stability. For instance, Google uses metrics like cumulative layout shift (CLS) to measure the extent to which pictures and advertisements push around the main content on websites. 

Consider creating a single-sized ad placeholder at the top of the page. Similarly, opt for lazy-loading to ensure that ads on one viewport do not load until the user moves to another. However, if users scroll past placeholders too quickly, lazy-loading will further delay ads on the site and eventually lead to layout shifts. 

Employ AI capabilities to personalise ads for the visitors and decide on the placement and format of the advert. AI further helps enhance UX and improve site latency.

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