How UX Can Amplify Your Digital Marketing Efforts
Looking to boost sales? Are your digital marketing efforts not working? You may need to take a deep look at your product or service and optimize its user experience.
User experience refers to the overall experience your customer has during their interaction with your product or service. UX encompasses a person’s emotions, attitudes, and opinions about her experience using your website or app.
Web Designer vs. UX/UI Designer
Unlike a traditional web designer, a UX/UI designer identifies the problem and takes a user-centered approach to solve it. The UX design process includes: talking to customers, using research to inform decisions, testing and iterating designs, and ensuring business requirements are met and technical constraints are considered to produce a win-win solution for everyone.
What Does UX Design Have to Do With Marketing?
You might be asking, “What does UX design have to do with marketing?” It’s simple. The goal of UX design is to design products that make your customers happy. What makes them happy? Intuitive interfaces that help them accomplish their tasks. It also helps if the interface is easy on the eyes and maybe even delightful to use.
One way to think of UX is Yelp. Companies with a good Yelp rating often reflect positive user experience and, conversely, those with a bad Yelp rating reflect a negative one. No amount of marketing can turn those negative reviews into positive ones. Those customers have already had first-hand experience with a company’s offering. If that’s the case for you, it’s time to step back and understand how you can improve their experiences.
Why are your customers hesitant to purchase? What is preventing them from submitting a contact form? Getting to the root of the problem—why your customers are frustrated—will guide you to the solution. Perhaps you had too many competing CTAs on your landing page or your error messages weren’t specific enough. Listening to your customers and providing solutions to their problems set your business up for success. Designing a website, app, or product from a usability standpoint lets users know you care to address their pain points and goals and that your product or service can meet their needs.
UX Working With Marketing
Marketing is great at driving traffic to your website and conversion rate optimization (CRO) excels in closing those leads into sales, but both of these tactics end there. They don’t take into consideration what happens to users after they become customers. UX bridges this gap and delivers on what you’re promising in your marketing campaigns.
When you invest time improving the product or service you’re marketing, you’re giving a reason for your customers to talk positively about you. Given that people are 4 times more likely to buy when referred by friends, these word-of-mouth recommendations can cut your marketing spend and increase customer retention.
UX is an important part of your digital marketing strategy. Aside from creating an inherently marketable website or app, it can also positively impact the rest of your organization, including your customer service and engineering teams. Before spending another dollar on a paid ad or commercial, look internally at your product or service. It may be time for an update.