Table of Contents
Are you exerting a lot of effort in your digital marketing campaign and can’t find any results?!
If you are wondering what is wrong with your marketing strategy and have started analyzing every ad and tactic you utilized, but still can’t know the reason, yet. If many marketing campaigns have succeeded in driving traffic to your application or website or even your landing page, but you still can’t reach the expected number of sales and conversions, then something is wrong.
You need to stop and start investigating what is happening to you and what the reasons are behind your bad results. We can think of many reasons; however, a crucial cause that many marketers tend to forget or neglect is the UX (User experience)!
Users usually tend to abandon your website, application, or landing page because they can’t find what they are looking for or because of the poor user experience. It was found that 88% of the audience does not revisit a website that has poor user experience, according to Hubspot. Therefore, this brings in the need to improve your user experience.
In this article, we will discuss the UX definition, its importance for your marketing success, and how performance marketing is useful for your user experience.
First, let us discuss what UX is.
Steve Jobs once said, “Design is not just what it looks like and feels like. Design is how it works.” and that’s the essence of user experience.
UX stands for user experience. It refers to the accessibility, usefulness, and effectiveness that a person may feel or encounter when utilizing any program or website. It is the quality of a person’s interaction with an online resource, like a website or application.
A digital resource with a good user experience is one that is simple to use, entertaining, and has high user satisfaction. Businesses may enhance the user experience of their websites and applications to make it simple for customers to get information and make purchases, whether they are using a computer or a mobile device. Also, A brand can use UX design to successfully express its messages and values to its customers.
Now that we know what UX means, we need to know why it is so important.
UX importance and why you should put an eye on it!
Consider that your website and application are the gates to your brand. They then will become the front door to building credibility and trust. Caring about the user experience makes these front doors accessible and provides the customers with a satisfying experience and journey full of a positive image and trust.
User experience is the cornerstone of any marketing initiative. No matter what methods and techniques you employ to attract customers, if your website’s basic user experience is poor, your marketing efforts will be ineffective. That is why all of your marketing will be more effective once UX design and optimization are at the core of it.
Ask yourself this question: What is the point of great marketing if your website or application is not user-friendly?!
Your time, money, and resources will go in vain!
Companies typically need a website or application in the modern era to attract and keep clients, as many modern consumers spend several hours a day on the internet and hear about businesses through online and social media marketing. That is why businesses can reach and grow their markets by having an enjoyable online store along with the marketing efforts used. This will ensure achieving a high conversion rate.
We can summarize the benefits of enhancing your UX in the following 5 points:
1. Customer satisfaction:
Companies must make sure the user experience is as seamless as possible because it influences every way people interact with them.
We know that Customer satisfaction is what you are looking for in any business effort you make. When your customers are satisfied and happy, they will be loyal to your business and start spreading positive word of mouth.
Taking care of your user experience will achieve that. For example, when your customers encounter a lot of pop-up ads, this will annoy them and give them intrusiveness feelings which in the end will make them leave your website or application, and they also might spread negative word of mouth.
However, when your customers encounter a positive user experience, this will make them satisfied, happy, and ready to share their experience. It was found that 90% of smartphone users say they’re more likely to keep shopping if they’re having a great user experience. That is why user experience is essential for building trust and satisfaction.
2. UX enhances SEO:
The importance of UX lies in how it improves your SEO (Search engine optimization). Usually, when you have a good user experience, this will help you get your content more exposure in search queries to potential customers.
You need to know that a good user experience will encourage customers to navigate through your content and website, which in turn will reduce the bounce rate, hence enhancing your SEO. Bear in mind that a good user experience also includes the loading speed, as it was found, according to a Google survey report, that the bounce rate of a page increases by 123% when load time is longer than 1 second.
Actually, Google usually pays attention to your site’s client experience more than you imagine. If it is found that you have a low bounce rate, this will make it understood that your website contains valuable information and fulfills the user’s needs and intent.
3. UX increases conversion rate:
To generate conversion, you need to provide your customers with useful information and a fast loading speed. They need to know about your product or service. Using good UX will guide your customers easily through the needed information. When your customers are attracted to certain information, the role of UX comes; it will encourage people to browse the website more in order to learn more.
From that point on, it will direct them toward a conversion. A good UX design increases the website’s conversion rate by 400%. However, when your website has poor UX, such as Slow page loads and broken links, this can cause people to abandon a given website.
An important tip for you: don’t forget to put a Call To Action. If it is placed in the right spots, it will make you wonder! As it was found that more than 70% of small business websites do not use call-to-action (CTA) buttons.
4. UX provides a seamless mobile experience:
If you want to keep your conversions high and maintain the reputation of your business, it is crucial to optimize your website and landing page for mobile consumers to handle the rapidly growing number of digital customers worldwide.
According to Think with Google, 52% of users said a bad mobile experience made them less likely to engage with a company, while 74% of visitors are likely to come back to your site if it has a good mobile UX. More importantly, an optimized website or landing page for mobiles is important for your SEO ranking.
5. UX helps personalization and improves landing pages:
One of the essential elements of UX is providing a landing page with a good experience. You need to think of your customer and personalize your content based on customer persona and preferences. UX helps you tailor your content to customers’ needs and their journeys.
In addition, you need to design a stunning landing page that appeals to your customer and converts them; UX will help you in doing such things because the better your user experience is, the more visitors will convert to customers.
A good UX will help your customers find the needed information without any hassle. As long as your landing page and website are easy to navigate, this will help your customers to complete their journey and convert to buyers.
Now, after knowing the UX importance and benefits, you need to know how it is related to and employed in marketing and how performance marketing can help your UX.
UX and performance marketing
The increasing significance of user experience in generating conversions is another trend in performance marketing. As more customers use their mobile devices to access the internet, marketers must develop mobile-friendly campaigns that offer users a seamless and engaging experience.
A bad user experience can damage a marketing campaign by making consumers irritated and driving them away from the website without performing the intended action. On the other side, as consumers are more inclined to engage and trust a brand that offers a good user experience, a positive user experience can assist to enhance engagement and conversions.
Marketers can employ strategies like responsive design, a concise message, and other methods to enhance the user experience of their campaigns and easy-to-use navigation. Marketers may design campaigns that are more likely to lead to conversions and produce results by concentrating on the user experience.
Performance marketing is result-driven, as you know, so it will naturally focus on the UX to drive more results. Usually, performance marketing analyzes UX to generate more data about the consumer’s journey, their behavior, and their preferences to better optimize the marketing campaigns and reach the desired results.
However, how is UX used in performance marketing, and how will performance marketing help you improve your UX?
Performance marketing agencies use an optimization process for your marketing strategy and results that goes through different calculated and precise steps. This process involves using the power of AI, machine learning, and advanced targeting techniques to optimize the target audience to generate the best results and reduce the cost per action; then, it analyzes and optimizes the conversion rate by analyzing and optimizing the user experience.
It starts to monitor and analyze the customer’s journey through the website or application using different tools and methods, such as heat maps to better know the customer’s journey and behavior on the website or application and then determine the best scenario suitable for the customer to improve the UX and reach the best conversion rate.
Conclusion:
In such a cluttered, competitive environment, your business needs an online presence that extends well beyond logos and color themes. You need to offer your customers a comfortable and unforgettable experience to feel welcomed from every angle possible.
That is why UX can no longer be just an option. If you fail to please your customers’ needs, they will simply replace you with another or better brand. So if you want to avoid that, you need to recognize that UX is not a luxury anymore; it is essential for your survival. So you need to read our article: Your Ultimate Guide to avoid Poor UX!
To summarize everything, if marketing and UX are combined together through performance marketing, you will get the winning advantage!
