Why Is User Experience Key to Digital Marketing Success?

“Design is not just what it looks or feels like. It is actually how it works.”  ~ Steve Jobs. 

Walk in your customer’s shoes, and it’s easier to understand why user experience is important to a business’s online success. And when you are leveraging digital marketing to stand out, focusing on your site’s user experience becomes even more important. 

Modern customers are smart and impatient at the same time. They want everything conveniently at the tip of their fingers. They do not like making much effort trying to find what they want. Above all, what they see should give them instant gratification. 

A vital part of user experience is the ease with which they can find, access, review, or purchase your offerings. Businesses wanting to attract and convert user interest into revenue shouldn’t neglect user experience or consider it an optional luxury.

Remember, the quality of experience you deliver to each of your customers is what determines the success of your digital marketing. 

The blog explains user experience in digital marketing and why it is essential for your business. 

What Is User Experience in Digital Marketing?

User experience, or UX, is all about how users interact with a website or an application. It consists of everything from design and structure to functionality and ease of use. In terms of an ideal online customer journey, it includes a user-friendly website with.

• seamless navigation,
• Buying journey, 
• effective and understandable content, and 
• mobile friendliness. 

Combining these elements allows any business to create a digital presence essential for a brand to stand out. 

Spotify is a perfect example of a brand that offers a great user experience. Its mobile app has a simple and intuitive interface, which is quite easy to use. Users can easily search for and discover their favorite music, create playlists, and share songs with others. 

Further, Spotify delivers a personalized experience by recommending songs based on a user’s search and listening history. You can also find features like cross-device syncing and offline listening. Such features make it easy for users to enjoy their music no matter where they are.

Elements of User Experience in Digital Marketing

Here are the five elements of user experience that can make your digital marketing successful: 

1. Usability

“Is it easy to use”? The usability of your website refers to the ease with which your users can use your site and complete their intended tasks. They should be able to easily learn, find and read the desired information on your site.

2. Design

“Is it appealing to the eyes”? Your website’s design should be such that it drives and compels users to use it. It relates to the appearance of your site, including its layout, color, typography, and imagery.

3. Content

“Is it worth reading”? Even if your site’s looks are amazing, users won’t use it if it doesn’t offer useful information. Good content on your site can keep your users engaged and build trust in your brand. Content quality comprises factors like relevance, engagement, and clarity.

4. Accessibility

“Is it easily usable by all”? Accessibility means how easy it is for disabled people to use a website. This includes considerations such as providing alternative text for images and ensuring that the website or application is compatible with disabilities use technologies.

5. Responsiveness

“Is it usable on every digital device”? Your website should adjust its layout and content as per the device’s screen size it’s being viewed on. This means users can access and interact with the website on any device: laptops, desktops, tablets, and smartphones.

Importance Of User Experience In Digital Marketing

Digital Marketing & UX design go hand in hand when it comes to making a business successful. Irrespective of how strong or expensive your digital marketing campaigns are, it’s a waste if the UX of your site/product isn’t effective and efficient. 

According to recent UX Statistics,

• Nearly 90% of online customers will leave a site and barely return due to bad UX.
• 70% of online businesses fail due to bad UX.
• Only 50% of companies carry out UX testing.

And that’s not just it! Numerous other reasons make the user experience critical to successful digital marketing. Some of these are: 

(1) Customer Satisfaction

A seamless user experience can positively affect how users interact with your website or application. This leads to improved customer satisfaction while building strong relationships with them. 

“Simply improving customer journeys has the potential to increase customer satisfaction by 20%. Moreover, it can also lift revenue by up to 15% while lowering the cost of serving customers by as much as 20%.” – McKinsey.

Further, when your customers are happy, they are likely to share their positive experiences with others. Positive word-of-mouth or reviews make you stand out and get new customers. 

(2) Boosts SEO Rankings

Google prefers websites that offer a positive client experience when it comes to search rankings. For example, fast-loading, mobile-responsive, and easily-navigable websites are likely to rank higher in SERPs than others. 

Further, a good UX can increase your website’s visibility in search results. Users will likely explore your content to know more about your brand if you have a good UX. This helps reduce your bounce rate.  

(3) Improves Conversions

Good UX also significantly impacts your conversion rates. Good digital marketing strategies offer all the information to customers about a product or a service. For this, you should put yourself in the customer’s shoes and adjust your strategies accordingly. 

Help your users navigate without any problems. Users will be encouraged to explore the website further if they find the information useful. User experience will guide them toward making a conversion.

Further, make sure to add a simple call to action at the right spot. It can also lead to a good conversion rate.

(4) Enhances Brand Reputation

How a user experiences a website can affect how potential customers perceive a brand. If a website is hard to use, slow, or unattractive, it can make a business seem unprofessional or untrustworthy.

On the contrary, a website with a positive user experience can help build trust and credibility with potential customers.

Tips To Improve User Experience On The Website

So, how can you improve user experience on your website? Here are some effective tips by some of the best digital marketing agencies Melbourne: 

(1) Do User Research

Understanding your user base and their interaction with your site is the key here. Thus, conduct research through surveys, focus groups and try other ways to collect user feedback. This way, you will be able to identify your customers’ pain points and how you can improve them. 

(2) Create A User-Centric Design

UX is all about your user and their experience with your site. Hence, you should design it with the user in mind instead of focusing solely on aesthetics. Remember, your site should be easy to navigate, visually appealing, and render a seamless user experience.  

(3) Make It Responsive

With the growing number of mobile users, it has become crucial to create a responsive design. It involves creating a website or application that can easily adjust to different screen sizes and device types. This multi-device usability guarantees a positive user experience.

(4) Use Compelling Visuals

Images and videos are essential to get users’ attention and to make them remember things. To ensure users have a good site experience, use good-quality pictures, videos, and infographics that fit with what you are talking about. Make sure the photos and videos look good on all devices.

(5) Make Navigation Easy

To make users happy, it’s important to have easy-to-use navigation. Users should be able to find things quickly on your website. To help them, businesses can use clear words for links, group similar things together, and have the same menu on every page.

(6) Create Relevant & Concise Content

Make sure your content is easy to read and understand, even for a naive user. Use simple words and sentences. Avoid using special words that only people in your field understand. Break long paragraphs into shorter parts, and use titles, subtitles, and bullet points. This will help readers quickly scan through and understand your content.

(7) Optimise For Speed

The speed of your website is also essential for users. People want websites to load fast, and if it’s too slow, they can get upset and have a bad experience. To make the website load faster, compress pictures and videos, use a CDN, and techniques to store information. It will help load faster when someone comes back to the site.

(8) Test & Iterate

Last but not least, testing and making changes to the user experience is essential. Even after making improvements, businesses should keep listening to users’ opinions and make changes if necessary. 

Conclusion 

Creating a design that’s all about users should happen all the time. It is crucial if you want your business to be recognized, trusted, and thrive. By understanding their customers, businesses should deliver the best user experience and improve it.

If you still need assistance, hire a renowned digital marketing agency Melbourne that can make your marketing successful.