How to improve the user experience on my website?
When determining web rankings, Google takes into consideration how the user behaves on your website. The ultimate goal of a user logging onto your website is to convert that user into a customer or subscriber.
Google is able to track your bounce rate. If Google sees that your website has a lot of traffic to your homepage that doesn’t flow to another page, this indicates that your content is either not relevant or of a low quality. Google then knows that users don’t want to see your content and your web ranking will drop for the search term that brought those users to your site.
On the flipside, if Google sees that users are flowing through your site and converting, this shows your content is relevant and either answers the question you had or you were able to provide the correct product/service.
Best practice for user experience considers 3 clicks to be the max amount of clicks a user should need to convert. Any more than 3 and you should review your website navigation and see where improvements can be made.
If you want to measure your business conversion rates, you can do so with the free Google Analytics tool.