Marketing & UX: The Importance Of UX In MarketingPyxis One
We live in an ultra-modern era where the consumption of new information and communication technologies happens on the fly. We are invested in them 24/7. One can find the most important details and data about the products or services they need with a few taps or clicks. Therefore, it is apparent that these phenomena increasingly affect the decision-making of both businesses and customers alike.
The surge in tech-savvy customers has had a marked influence on marketing as well. Today, the customer expects you to fulfill their wishes as soon as possible. Delays are simply unacceptable. Since marketing strategies have become more customer-centric, UX has become the best friend for marketers to create winning plans. A seamless user experience has the power to affect and influence a business in a positive way and cope with the ever-changing market requirements.
However, a good number of marketing teams tend to ignore the prospects opened by a great user experience. They fail to grasp the apparent correlation between user experience and marketing success. In fact, according to recent studies, at least 96% of mobile consumers experience this issue when they work on sites that are not mobile-friendly. Consequently, they are inclined to look for a better site that provides a better experience.
In this article, we will discuss the importance of UX marketing and why it is the catalyst that spurs business growth. But first, let us see what user experience is all about.
What is User Experience
User experience can be considered the quality and intuitiveness of an individual’s experience when visiting a website. The most important factor in making this successful is the ease at which visitors can find what they want. So, if businesses want to attract and convert users by marketing their services and products through their website, maintaining an intuitive user experience is imperative.
A great user experience can always provide an ideal customer journey. When we say an ideal customer journey, we mean a user-friendly website that is a seamless combination of hassle-free navigation, a clear purchasing journey, transparent content, responsive customer support, and of course, mobile device optimization. When all this is in place, your digital marketing strategies will procure the right results and make your brand stand out from the competition.
The Importance of User Experience in a Mobile-first world
As we mentioned earlier, the ever-increasing usage of smartphones has changed the way people buy and consume products. Everything is now done with the tap of your finger. The usage of media through mobile phones has risen by 504% since 2011. People now clearly prefer mobile rather than the desktop as their touchpoint.
Well, when that’s the case, isn’t it obvious that the mobile users would simply abandon your site if it is not compatible enough? If you are running a business, this could affect you to such an extent that it will negatively impact your brand’s reputation. So we will have to conclude that with 60% of searches being done on mobile devices, user experience is an aspect that should not be overlooked.
It should be noted that the influence of the mobile should not push desktops to the background. Desktops aren’t as dominant as mobile, but that doesn’t mean it is no longer relevant. A good number of transactions, especially e-commerce transactions, still take place via desktops. So, do focus on providing an omnichannel experience for consumers to ensure a successful buyer journey. Today’s marketers ought to focus on both mobile and desktop optimization simultaneously to achieve conducive results.
Is User Experience all about Usability?
Let’s not beat around the bush and come straight to the point. User experience is not just about usability. It is much more than that. While many amateur marketers snub user experience as just a mere buzzword and focus on marketing campaigns, it has been proven time and again that marketing UX is not a mere trend but is here to stay and disrupt industries. Invariably, most successful and experienced marketers will agree that user experience is a prime factor in facilitating conversion, enhancing your digital marketing strategy, and increasing revenue.
Usability is indeed a vital component of the user experience, but it is among the multiple components it focuses on. On a deeper level, many things such as design, content, and other resources that user experience represents, all of which should combine to satisfy specific user needs. You should make sure that each aspect is neat, concise, comprehensive, and of the best quality. For instance, you have great content to provide, but the congested design can put the user off.
According to American professor and statistician Edward Tufte, “Confusion and clutter are the failure of design, not the attributes of information.” This is true when it comes to marketing UX as a whole. So, if you want your brand to stand out and convey the vision, you will have to ensure that every component of your UX is simply picture perfect.
The Importance of Content in User Experience
Content is king and will remain so for a long time. Publishing engaging content is one of the best ways to converse with your customers and convey the intended message. When content adds value to a user’s life, they will rely on you more, resulting in eventual conversion. QuickSprout finds that 82% of people look for relevant content in company blogs before making a decision.
Meaningful content on a relevant topic is gold when it comes to UX marketing. Well-crafted digital content can do wonders for your business. Ensure that you publish content that is concise, to-the-point, informative, and optimized for search engines. When so much is done, your web page can rank well in Google for the relevant keywords.
An SEO-friendly copy can give the user the right answer and clear all his/her doubts concerning a specific query or question. This, in turn, will ultimately lead to an increase in conversions and a decrease in website abandonment. In today’s digitally run world, digital content is not just an option but a necessity if you want your business to grow. It is simply obvious that online businesses need to deliver content that is engaging, user-focused, and optimized for search engines. Yet, somehow, marketers tend to overlook this fact.
Where does UX stand in a successful marketing model?
In order to procure the best results, a marketing strategy should be analyzed and planned from scratch. A successful marketing model has five tiers and they are:
Search Engine Optimization: No marketing strategy is complete without SEO. You become a complete marketer only if you create marketing plans that are SEO-friendly. The reason is that SEO is one of the strongest factors that run the marketing space of this digitally-driven era.
We all know that most of our prospects engage with companies or businesses through the web, and if your marketing model is not compatible with the search engines, you may lose a lot of good prospects.
You must optimize your content for relevant keywords so that your content pops up in the first few pages of the search engine result. Many factors influence your ranking in the search engine. Make sure you are well aware of the most important factors and gain good knowledge about them. Also, make sure that your content fulfills each aspect of SEO.
User Experience: This is where user experience comes in and fits in well. UX design is very important in making the most of market research. Market research is one of the best ways to measure and analyze strategic product or service offerings and identify a potential niche. When you identify the niche, you evidently identify the set of specific users you should target and, of course, their requirements.
Now, UX design helps to translate these marketing opportunities into approachable product solutions. Let’s look deeper. There is a problem; you do the research and find an idea for a reliable solution. Here comes the catch. You need to articulate these ideas and make the most of these opportunities, or else there as good as lost. Without the right tools, these opportunities never see the light of the day.
UX design plays an important role in translating these marketing opportunities into robust solutions by incorporating technology, business, and user-centricity. A proper UX design should be created that taps into the marketing opportunities through intuitive technology while upholding the visions of your brand.
According to a study conducted by Adobe in 2015, when a set of people were given 15 minutes to go through the content, two-thirds of people read the part that was beautifully designed rather than something plain or cluttered. Well, we needn’t elaborate further. The study says it all!
Content Strategy: Once you are done with the blueprint of the two most important aspects, i.e., user experience and SEO optimization, you can rely on metrics like visitor numbers, session duration, bounce rates, and conversion rates to find what kind of content your target audience consumes the most. Accordingly, you can create a robust content strategy that meets the needs of your target users and obtain the results you desire.
Content Creation: Once you get a great strategy planned out, you can start creating some awesome content for your target audience. You can tweak the existing content, create new blog posts, write SEO pages, create pop-ups, make engaging social posts, and many such pieces that are apt for digital consumption.
Content distribution: Now, this is yet another part that many marketers ignore. Once you create the dynamic content and posts, you must make sure that these informative pieces are put out there to consume and notice. Share it across the right platforms and the right people. You can take the help of popular social channels and blog directories like Blogarama, Facebook, Linkedin, etc.
These 5 points were the most important aspects of a great marketing model. As can be observed, user experience ranks second amongst the five. So, you can imagine how important UX is in marketing.
What are the benefits of UX in marketing?
Here are some of the most important benefits of marketing UX:
A great UX means happy customers. When your user experience is as seamless as possible, customers are likely to interact with your page for a longer period. This builds relationships and boosts customer satisfaction rates, thus adding value to your business. It keeps you way ahead of your competition as well.
Seamless UX improves SEO. A good UX can have a great impact on your SEO rankings and contribute to your page’s visibility in search results. A good UX will encourage users to go through your content and your website in general and will greatly help in reducing bounce rates.
A great UX leads to more conversions. Well, by now, it is evident that UX has a significant impact on your customer conversion rate. Good marketing strategies can attract users to your page, but a good UX will strengthen the strategy by encouraging the user to stay on your page and finally convert to customers. For that to take place, your UX should be seamless. The user should not face issues and should be able to find exactly what he came looking for.
UX is no longer something that should be overlooked. Marketing UX significantly influences your customer’s decisions. Therefore, your business should focus on user experience and invest in the right individuals that can take it to the next level.
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