A visitor arrives on your page, clicks on a menu, waits for the page to load, and then leaves the site. This scenario repeats every day on thousands of websites where the user experience has not been thoughtfully designed in advance. Optimizing the user experience means addressing the concrete frictions that lead to lost traffic, conversions, and credibility.
Core Web Vitals: the technical foundation that Google really monitors
We often talk about design and navigation when discussing a website’s UX. However, the first filter is upstream, in the technical layer. Google evaluates page quality through Core Web Vitals, metrics that measure loading speed, visual stability, and responsiveness as your visitors actually experience them.
Further reading : How to Optimize Your Driving Route with Effective Online Tools
The classic trap is to rely solely on audit tools. A favorable score in a lab test does not always reflect a user’s actual navigation on mobile with an average connection. Google relies on field data collected via Chrome to assess your pages.
To work effectively on these metrics, we recommend starting with the resources provided on the Absolutis website, which details concrete levers for optimizing the user journey.
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Some high-impact actions on perceived performance include:
- Defer the loading of images and videos located below the fold (lazy loading), which reduces the time before the first possible interaction
- Reduce blocking JavaScript scripts that delay the display of main content, prioritizing asynchronous rendering for non-essential elements
- Explicitly size each media (image, video, iframe) in the HTML code to avoid layout shifts during loading
These optimizations are not about design, but they determine the first impression. A visually polished site that takes several seconds to respond loses its visitors before they even see the content.
User journey on mobile: costly on-the-ground mistakes
Many sites are still designed on a large screen and then adapted for mobile. In reality, the majority of visits come from smartphones. The mobile journey deserves to be thought of first.
A common problem: click areas that are too close together. On a touch screen, a navigation button next to a text link can lead to unintentional clicks. The visitor lands on the wrong page, goes back, and ultimately leaves. Spacing interactive areas by at least one visual centimeter significantly reduces this type of friction.
Another concrete case: forms. A contact or registration form that requires six fields on mobile discourages completion. We gain conversions by limiting fields to the bare minimum and activating the appropriate keyboard type (numeric for a phone, email for an email address).
The mobile menu, often underestimated
The hamburger menu has become a standard, but its content often poses problems. A dropdown menu with three levels of depth on mobile forces the user to navigate blindly. Better results are achieved with a flat structure (maximum two levels) and short labels that describe what the user will find, not what you are selling.
Feedback varies on this point across sectors, but the trend remains the same: simplifying mobile navigation improves time spent on the site and decreases the bounce rate.
Digital accessibility: a UX lever still too often ignored
Accessibility is not a topic reserved for public sites. European regulatory requirements are gradually extending to private digital services, with a tightening expected on the compliance of interfaces and user journeys.
Beyond the legal constraint, working on accessibility improves the experience for all visitors. Sufficient color contrast between text and background facilitates reading for everyone, not just for visually impaired individuals. Text alternatives on images allow search engines to better understand your content.
Concrete actions to make your pages more accessible
You don’t need to overhaul an entire website to make progress. A few targeted interventions produce measurable effects:
- Check that each image has a descriptive alt attribute, describing what the image shows rather than repeating a keyword
- Ensure that the complete site navigation is possible via keyboard, without a mouse, by testing the Tab key on each page
- Use a consistent heading hierarchy (H2 then H3) so that screen readers can structure the content
- Provide subtitles or transcripts for video content, which also benefits SEO
Accessibility is not an additional cost but a UX investment that broadens your audience and strengthens your credibility with Google.
Content and design: aligning what the visitor sees with what they are looking for
A clean design is not enough if the content does not meet the visitor’s intent. On a product page, for example, placing the price, availability, and action button above the fold addresses the user’s immediate question. Technical details, customer reviews, and complementary products come afterward.
We often observe pages where relevant content is drowned under promotional blocks or automatic carousels. Every visible element must serve the page’s objective, whether it is to inform, convert, or guide to another section of the site.
Visual hierarchy as a guiding tool
A visitor’s gaze on a webpage follows predictable patterns. On desktop, they first scan the upper left part and then move down diagonally. On mobile, the journey is more linear, from top to bottom.
Adapting the layout to these reading behaviors means placing key information where the gaze naturally falls. A call to action positioned after an explanatory paragraph converts better than an isolated button at the top of the page because the visitor has first understood what is being offered.
Optimizing the user experience is not a one-time project. Visitor expectations evolve, technical standards change, and sites that regularly test their journeys stay ahead of those that consider UX as a completed project.