Today’s digital marketing landscape is more complex than ever. In addition to understanding traditional marketing methods, successful marketers need to understand social media, paid online advertising, and SEO.
But one important subject that’s often relegated to designers and product development is User Experience, also known as UX. While it may seem like the key to great marketing is killer content, bad user experience can keep website visitors from finding that content in the first place.
What is User Experience?
User experience encompasses the complete digital experience a consumer has with your brand.
When a visitor lands on your website, UX design helps users find what they are looking for and/or complete simple tasks with ease.
Good UX looks different depending on the type of business and website KPIs.
If you run an ecommerce website, you want to eliminate as many barriers as possible for customers to make a purchase. The search bar should be large, and the front page should display products rather secondary content like blog posts or company information.
For a service-based business, an opt-in for more information should be easily accessible via the homepage. Service details and pricing should also be easy to find.
How is UX Measured?
UX generates more business by relying heavily on CRO to measure and optimize page orders. Because the goal of user experience is to make things easier for consumers, user interviews are one way to measure UX.
But don’t just rely on interviews. Many users don’t tell the truth. Often, users may be afraid of offending the interviewer, especially when speaking to a live person.
Data is an important part of testing your site’s UX. Heatmaps, eye tracking tests, and usability testing all play a part in measuring a design’s effectiveness.
User Experience in Marketing
To apply the principles of UX in to your marketing, make sure your content meets the following criteria to be more successful:
- Useful: Your target audience can do something with the information you provide
- Relevant: The content is appropriate for the target audience
- Well-Organized: The layout is scannable, includes appropriate headings and bullet points. Longer content includes a clickable table of contents.
- Credible: Sources are attributed properly, information is factual.
- Desirable: People actually want the content you’re providing.
Now that you understand the basics of good user experience, it’s time to put it to work in your marketing. Create content that meets the criteria above, and you’re well on your way to generating more business.