User Experience depicts the insights, responses, and emotions a client has right when they are interacting with any product framework or service. In particular, to Digital Marketing, this will be when browsing, reading, and interfacing with the contents you have on your website or mobile app, or survey promotions on the web.
Your customers online might not return to buy from you if your website is not visually appealing and your first impression with them is nothing to drive home about. With your design giving your customers about 94% first impression, your websites should have prompt visual allure and be not difficult to explore so that your users can get to the substance they are looking for. So why is it important for digital marketing?
Customer Journey:
The user experience allows us to create a map showing the customer’s entire journey, from arrival, through browsing, and on to conversion. The aim is to make this journey as simple and informative as possible with no roadblocks.
Customer journeys give us an insight into how customers engage with a website and highlight pain points that can result in them leaving, abandoning their cart, or even canceling their subscriptions or memberships.
Identifying these pain points allows us to implement strategies that give a more positive user experience.
Increases Conversion Rates:
Marketing provides customers with information about a product or service. If the user finds this information useful or interesting this then drives them to follow through to the website to find out more. From this moment the UX will then guide them to a conversion. Users today are impatient. When we click on a webpage, we expect it to load instantly. Google uses site speed as a ranking factor – a great tool for checking your website’s load speed is Google’s PageSpeed Insights tool.
The use of high-quality detailed images will entice users to explore and give them more information on what they are purchasing increasing conversion rates. A clear call to action (CTA) should only be shown to the user when enough information has been provided to them to make a purchase decision. If shown too early this reduces the chances of conversion.
Optimizing For Mobile Users:
Mobile users say they’re more likely to buy a site’s product or service when the site is mobile-friendly. In 2015 Google prioritized mobile-friendly websites meaning those that are optimized for mobile will rank better than those that don’t.
When mobile users conduct a search, they expect to find the information they need, immediately, and on their own terms. It is predicted that by 2021, 53.9% of retail e-commerce will take place on a mobile device. That is over half of the retail e-commerce sales happening online showing just how many customers you could lose with a poor UX for mobile users.
Improves SEO:
If your website is not optimized for search engines, how will your target audience ever find you? A good UX can contribute to visibility in searches to potential customers.
Having a good UX encourages users to explore through your content to find out more, therefore reducing your bounce rate. The lower the bounce rate, the higher the indication to Google that your website is full of useful content and that it satisfies the user’s search intent.
Loyalty:
The design of your website has significant power to drive perception, motivation, and behavior. Poor design and user experience can damage the relationship between the customer and the company. Good UX will improve customer satisfaction and brand perception, thereby increasing loyalty and hopefully generating brand advocacy. 90% of users who report having a good experience would purchase from the brand again.
Every brand’s goal is to have brand advocates, in which they endorse the brand through their social media channels and in real life. As a result, the brand advocates and loyal relationships that form from a positive user experience will increase your brand’s overall lifetime customer value.
In a nutshell, UX and Digital Marketing work in tandem with one another. In a competitive marketplace, it is vital that you provide a positive user experience for customers.
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