Have you ever wondered why your perfectly run campaign isn’t converting? Maybe you’re getting thousands of visitors to your website. Maybe you’re targeting the right people at the right time, but you’re still not getting conversions.
Well, the answer might lie in your UX.
In layman’s terms, UX or User Experience is the way that a user interacts with your services or your product. Essentially, the ease of use, utility, and the overall experience that the user takes away from it.
Why is UX needed for digital marketing?
“You can bring a horse to water, but you can’t make him drink.” Like the adage, converting a user is not as easy as bringing them to your site. This is where UX meets digital marketing.
User Experience is much more than just polishing your website navigation or the way your customers interact with the product. It’s part of the product. A positive user experience will help increase loyalty in your users. Users are more likely to return to a website where they had a positive experience.
One of the key metrics that Google looks at is bounce rate. A bad landing page or one that does not cater to the user’s need will have a high bounce rate. But a well-designed, easy-to-use, intuitive landing page that does exactly what the user needs will have a much lower bounce rate. Even better, users are more likely to return to your website.
4 things you can work on to improve user experience.
1. User experience: Make your website as easy to use as possible. Along with it being visually appealing, navigation that makes sense, design consistency, ease of use is the most important factor.
2. Page speed: Nothing turns off a user faster than slow load speeds. Optimize your website speed for both desktop and mobile. Remember, if your website takes 5 seconds to load, some competitors do it under 2.
3. Optimize for mobile: If there’s one thing that marketers say over and over again, it’s to optimize for mobile. And we’re the same. In this mobile-first era where mobile visits outnumber desktops, your website must work just as well on mobile as it does on desktops. Good, responsive mobile design can make all the difference in converting users on the move. Or on the couch. Mobile really is everywhere.
4. Test extensively: UX design, like digital marketing, is an iterative process. Constant optimization and testing are needed to get the best possible results.
As long as you keep these in mind and focus on improving user experience, your digital marketing strategy will work wonders. When good products, good strategy, and good UX come together, you can expect great results. If you want to know more about UX and digital marketing, talk to us at +971 4 580 3378.