Boost Your Website’s Success with UX and UI Testing

Tips for Improving SEO, Accessibility, and Customer Conversions


User experience (UX) and user interface (UI) testing are critical aspects of website development that cannot be overlooked. UX refers to the overall experience a user has while interacting with a website, while UI focuses on the visual aspects of the website. UX and UI testing ensure that the website is easy to use, aesthetically pleasing, and functional. 


In this article, we will discuss what UX and UI mean, the importance of UX and UI testing,  how a website benefits from this testing, popular tools for UX and UI testing, and basic ways you can test your website yourself. We will also explain how UX and UI testing can improve Google SEO, customer conversions, and accessibility.


What Are UX and UI?


UX and UI are two different concepts that work together to create an excellent user experience on a website. 


UX, which stands for User Experience, refers to the overall experience a user has while interacting with a website. It includes how easy it is to navigate the website, how quickly it loads, and how well the content is organized. 


UI, which stands for User Interface, focuses on the visual aspects of the website, such as the layout, design, and functionality.


Importance of UX and UI Testing


UX and UI testing play a crucial role in website development. By conducting UX and UI testing, website developers can ensure that their website is user-friendly, visually appealing, and functional. It can also help developers identify and resolve any issues with the website before it goes live. In other words, UX and UI testing avoids using real customers as your website’s “guinea pigs” or test subjects.


By improving the overall user experience, UX and UI testing can help increase customer satisfaction, which can lead to higher customer conversions and ultimately increase revenue.


Benefits of UX and UI Testing


A website that has undergone UX and UI testing has several advantages over a website that has not. 


Firstly, it makes the website more user-friendly. Users are more likely to spend more time on a website that is easy to navigate and understand. This can lead to higher engagement, more customer conversions, and an increase in revenue.


Secondly, it improves the website’s visual appeal. A visually appealing website can make a significant impact on a user’s first impression. A well-designed website can convey trustworthiness and professionalism, which can increase the chances of the user returning to the website in the future.


Lastly, it ensures that the website is functional. By conducting UX and UI testing, developers can identify and fix any issues with the website before it goes live. This can save time and money by preventing the need for costly repairs after the website is launched.


Popular Tools for UX and UI Testing


Several tools are available for UX and UI testing. Some of the most popular ones include:


UserTesting: This tool allows developers to get feedback from real users on their website’s usability and functionality.


Optimizely: This tool enables developers to test different versions of their website to see which one performs best.


Hotjar: This tool provides developers with insights into how users interact with their website, including heat maps, click maps, and scroll maps.


UsabilityHub: This tool allows developers to test the usability of their website through a variety of tests, such as navigation tests and preference tests.


Basic Ways to Test Your Website Yourself


While using professional tools and teams can be helpful, there are also several ways to test your website yourself. Here are some tips to help improve your website’s UX and UI that you can use today:


Test the website’s navigation: Make sure that it is easy to find the information users are looking for and that the website’s menu is easy to navigate.


Test the website’s load time: A slow website can lead to users leaving the site before it even loads. Use Google’s PageSpeed Insights tool to test the website’s load time and identify any issues.


Test the website’s design: Make sure that the website’s design is visually appealing and easy to read. Use appropriate font sizes and styles, color schemes, and layouts to ensure that the website is easy to navigate and understand. Make sure that the design is consistent across all pages of the website, and that it is optimized for both desktop and mobile devices. Additionally, an aesthetically pleasing website can also help to establish brand identity and credibility.


Test the website’s functionality: Test all of the website’s features to ensure that they are working correctly. This includes forms, links, buttons, and any other interactive elements.


Test the website’s responsiveness: Test the website’s responsiveness on different devices to ensure that it is mobile-friendly and can adapt to different screen sizes.


How UX and UI Testing Can Improve Google SEO, Customer Conversions, Accessibility, and ADA Compliance


UX and UI testing can have a significant impact on search engine optimization (SEO), customer conversions, and accessibility, which includes ADA compliance.


Google SEO: Google considers user experience when ranking websites in search results. By improving the overall user experience through UX and UI testing, website designers and developers can increase their website’s chances of ranking higher in search results.


Customer Conversions: A website that is easy to use and visually appealing can increase customer satisfaction and, in turn, lead to higher customer conversions. By conducting UX and UI testing, website developers can identify and resolve any issues that may be hindering customers from completing the desired task or making a purchase.


Accessibility and ADA Compliance: UX and UI testing can also improve the accessibility of a website. By ensuring that the website is easy to navigate and understand, developers can make it more accessible to users with disabilities. In fact, The Americans with Disabilities Act (ADA) requires websites to be accessible to users with disabilities. By conducting UX and UI testing, developers can identify any accessibility issues and make the necessary changes to ensure that the website is ADA-compliant.




UX and UI testing are critical aspects of website development that should not be overlooked. By conducting UX and UI testing, website developers can ensure that their website is user-friendly, visually appealing, and functional. Additionally, UX and UI testing can improve SEO and accessibility. As a result, website developers can increase customer satisfaction, customer conversions, and revenue. 


Fortress Can Help You Design, Build, and Test Your Website


At Fortress, we have the capabilities not only to perform UX and UI testing for websites but also to build your website (or your entire brand) from the ground up. Check out our services to learn more, or start a project now and tell us what you need.


In the meantime, check out some of these related articles:

In the world of branding, a slogan is akin to a thesis, establishing values and rearranging perceptions with every word. Think about the brands you love; chances are, they have connected with you through their written words. A great slogan is a condensed mission statement, reminding the consumer that they and the brand share the same attitude towards the world; that they and the brand are friends, willing to do right by one another. In this blog, we are going to discuss the significance of slogans, provide insight on what to do and what not to do when crafting a slogan, and reference case studies of brands that Fortress has helped discover slogans and taglines for through our Branding and Corporate Identity Services


The Best Slogans in the World


We all know these slogans, but do we know what makes them so memorable? Let’s start with Nike’s “Just Do It.” This slogan is brilliant for a few reasons; it is extremely brief at only three words and eight letters; it is motivational and fits with their brand philosophy of pushing one’s physical limits and being prepared for adventure; and lastly it is works as as a subliminal message that helps users make their decision to buy from Nike. Debating on getting that new pair of running shoes? “Just Do It.” Enough said.


Next up, Apple. Their iconic slogan, “Think Different,” encapsulates the very essence of their brand philosophy. It’s not just a call to buy their products; it’s an invitation to embrace innovation and individuality. In just two words, they’ve managed to capture the spirit of those who dare to challenge the status quo and break new ground. 

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      SENIOR designer

      Full Job Description

      Fortress is a fast-growing digital marketing and branding agency headquartered in Chicago that has worked with clients ranging from global corporations like Nike, Jordan, All-State, Acura, athletes, and celebrities like Kevin Hart, Steph Curry, prestigious universities, startups, and everyone in between. We believe in putting family first, being team players, staying humble, and being obsessed with our clients’ success. We provide a unique and energetic culture that fosters creativity and camaraderie.

      We’re currently seeking a full-time Senior Designer to join the team and work out of our Chicago, IL office. The right person for this position sees the bigger picture while remaining passionate about the details.

      You’re knowledgeable and skilled in Web, Branding, large-scale marketing campaigns, and more. You’re a jack of all trades in creative software, but you also have a passion for design beyond the screen. You understand that great design is in the nuance—that subtle cultural references should be woven into the things you create and every project should be approached with the end-user at the center of it. You love working on a team with diverse perspectives and you’re willing to learn from as well as build up those around you. At the core, you’re a problem solver with a knack for making things look good.


      • Contribute to various projects in web, brand identity, and print across multiple industries
      • Collaborate and ideate with the design and marketing teams, while also giving and receiving feedback on designs
      • Create presentations and asset kits to be delivered to team members, clients, and partners
      • Present your creatives to clients with the ability to back up your ideas, while also being open to new ideas and critiques


      • 3-5 years of experience working in design and digital marketing
      • A strong portfolio with a diverse array of work and a strong foundation in basic design principles (typography, layout, color, UX/UI)
      • Problem-solving and storytelling abilities
      • Multi-tasking and prioritization skills
      • Experience working in Adobe CC and Figma
      • 3D, Animation, Video Editing, and Photography is a plus
      • A collaborative mindset
      • A good sense of your own design and visual style
      • Attention to detail
      • A passion for growth and a never-ending curiosity

      Job Type: Full-time


      • 401(k)
      • 401(k) matching
      • Dental insurance
      • Flexible schedule
      • Health insurance
      • Paid time off
      • Professional development assistance
      • Vision insurance


      • 8-hour shift
      • Monday to Friday
      • Weekend availability

      Supplemental Pay:

      • Bonus pay
      • Commission pay

      Ability to commute/relocate:

      • Chicago, IL 60642: Reliably commute or planning to relocate before starting work (Required)


      • Graphic design: 6 years (Required)
      • Web design: 4 years (Required)


      Apply by filling out the form and someone will be in touch with you.

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        Someone from our team will reach out to you about your project soon.