Back in 2020, Google announced that they will incorporate Core Web Vitals as well as existing user experience signals in how they evaluate overall on-page experience. Thus, user experience has since been a vital part of their ranking signals. The goal here is to enhance the overall web vital experience for both mobile and desktop users. But what is user experience? As one of the leading marketing agencies in Surrey, we will guide you through everything you need to know. 

What Contributes to Good User Experience (UX) 

One factor that contributes heavily to user experience is content. Content should be well structured and organised on all pages of your site. This extends to copy, video, images buttons. Additionally, it’s important that information provided via your website content is as relevant to the user as possible. 

In addition to this, the page journey users go on should be clear and easy to follow. This will indicate that the site has been designed with the users in mind. There is nothing worse for users than trying to navigate a poorly structured maze of a website abundant with things like 400 error pages. 

Page Experience Signals 

Core web vitals also include aspects related to loading speed, interactivity and visual stability on a page. These aspects can be reviewed on tools such as Google’s Page Speed Insights. 

The 3 Components of CWV can be broken down as follows: 

  • Largest Contentful Paint (LCP) – This metric measures loading performance. A page with a strong user experience will have LCP occur within the first 2.5 seconds from the start of the page loading time. 
  • First Input Delay (FID) – This measures interactivity. In order to maintain a good user experience, you should strive to have an FID of 100 milliseconds or less. 
  • Cumulative Layout Shifts (CLS) – This measures visual stability. It is important to ensure that you have a CLS score of less than 0.1.


User experience is of utmost importance and should be a priority within your decision making. Tools such as Google’s Page Speed Insights amongst others will provide you with clear data that you can use to improve page experience on your site. However, do not neglect the simpler factors such as your content and site layout as these will be crucial in how users interact with your website. 

Contact Us – Marketing Agencies in Surrey

As one of Surrey’s leading marketing agencies that specialises in digital marketing and website design, we’re confident in our ability to help you with your marketing endeavours. We’re only a phone call away from improving your UI and UX design! Get in touch today by calling 01252 413757 or email – we look forward to hearing from you.