The 21st-century consumer is savvy, empowered, and time-conscious. They want their needs met almost instantly, whether they're queuing at the bank, mall, or airport booking terminal. And since they can access most of these services online, it means they're looking for the same high-quality experience on websites.
That's why user experience or UX is a critical aspect of digital marketing. How well you package your business and overall customer service online determines how many customers you can retain.
It would be best to create a digital marketing strategy that takes care of user interests and makes it easy to navigate your website and access your products and services. Unfortunately, most companies often overlook user experience.
Research shows that only 55% of brands are doing user experience testing. Yet 74% of consumers report that they repeatedly return to optimized websites that meet user experience. This article explains what user experience is and why it's essential to have it in your digital marketing strategy.
User experience is understanding user pain points and unique needs and creating products and services that improve their experience. It is an essential part of the digital ecosystem that's rapidly taking shape.
Today's consumer wants instant solutions to their problems. Whether they want immediate answers to a query on search engines or ordering food online, a good user experience makes a big difference.
The ideal UX in marketing entails many elements, such as:
Combining these critical elements can enable a business to create a conducive digital environment with a competitive edge. UX should be credible, useful, valuable, accessible, and desirable.
So why do most organizations and even digital marketers overlook user experience? User experience focuses on personalization and convenience and should be a critical part of your entire digital marketing strategy.
UX touches on the actual product and is part of product design as a qualitative foundation for marketing. Marketing is drawing people's interest to make them want specific things. Designing entails making the things people want.
Design encourages user experience since it focuses on the product design at the end of the spectrum. That's why UX designers often work with digital marketing teams to create efficient personalization. Here are five reasons why UX is important in your digital marketing strategy.
User experience can not be ignored in today's digital landscape. Sometimes, it isn't easy for marketers to know what to prioritize and what to put at the end of the marketing strategy. We highlight these top five reasons why UX should be at the top, not the bottom of your digital marketing processes.
According to McKinsey, improving customer experiences can potentially increase their satisfaction by 20%. It can also increase revenue by 15% while reducing customer service costs by 20%.
You need to develop a seamless user experience as a business since it directly impacts everyone who interacts with your company. That makes the user experience one of the critical resources for building a solid relationship with customers.
This way, you can expect to retain your existing customers and enjoy repeat business. You will command a happy customer base and expect them to market you through word of mouth and bring in more leads.
An excellent UX can help increase visibility on SERPs and reach more potential customers. Having a good UX will drive curiosity from potential customers who want to learn more through your content and reduce bounce rates.
And in case you didn't know, Google's algorithms constantly monitor your website to determine how reliant it is and give it better considerations. The lower bounce rates you record, the more it indicates that your website meets searcher intent with valuable content.
Did you know that UX can significantly impact your conversion rates? A great marketing campaign provides customers with all the relevant information they need about your products and services. So, you need to align your strategies accordingly to achieve this.
One better way to do this is to guide the customer in their journey without any hitches. When users find your information helpful, they will search for you on search engines to learn more about you.
From there, you can expect to convert them into paying customers, not just users surfing the net. Again, don't forget the power of a call to action. It should be positioned in a strategic place where the customer cannot miss it, ultimately boosting conversion rates.
79% of customers don't hesitate to switch to another site if the landing page they visited doesn't meet their expectations. As a brand, what does this tell you? It implies that you need to design a winning landing page that stands out from the rest.
Remember that first impression isn't just a cliche; it's the reality with user experience. No time-conscious customers who know what they want will spend another second on a landing page that's too complicated, not visually appealing, and hard to navigate.
Furthermore, a remarkable landing page can have a 200% visitor-to-customer conversion rate than a standard landing page. So it would help if you worked on that to make it easy for customers to find the information they're looking for. Also, remember to incorporate catchy visuals to complete the ideal landing page.
Consider these mobile statistics:
From the above statistics, you understand why it's crucial to optimize your landing page and nearly every single page on your website for mobile.
Mobile optimized websites help accelerate conversions and boost brand reputation. But most importantly, mobile optimization helps your site rank on SERPs, so it helps with UX and SEO.
Given such cutthroat competition in the business world, you want to capitalize on every available opportunity to make your customers happy and satisfied. That means UX isn't just an option in your digital marketing strategy, but the very core of it.
Otherwise, failure to please your customers will see you replaced with a much better brand. The best way to avoid losing your customers to a competitor is to invest your time, money, and the necessary resources to maximize the user experience.
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