Why User Experience Matters in Digital Marketing

As you grow your brand customer base, it’s easy to focus on digital marketing. But even as you design your promotional messages, don’t forget about the other end of the equation. User Experience and digital marketing are, in fact, directly connected. Without one, the other will not be effective. Even the best social media or email campaign will fail to generate conversions and customers if the UX is not quite right.

That’s the worst-case scenario you want to avoid. In today’s competitive environment, you need to consider the entire customer journey. It may start with a marketing campaign, but doesn’t end there. Only a close understanding of the importance of UX and why user experience matters on both your website and your marketing efforts in general can help you maximize sustainable success and ROI.

The Basics: Understanding Digital User Experience

On its broadest level, UX “encompasses all aspects of the end-user’s interaction with the company, its services, and its products.” We want to get a little more specific than that definition. As it relates to your website, UX refers to the feelings, emotions, and satisfaction (or lack thereof) your audience feels as they browse around, read, and interact with individual pieces of content.

In other words, you cannot generate UX. It happens, regardless of how you design your site or build your content. But you can shape the nature of it, helping to determine whether your audience feels negatively or positively as they visit your website.

Good UX design does more than just shape audience feelings. Why user experience matters is because it drives conversions and revenue, as well. In fact, Forrester Research has found that brands excelling in its Customer Experience Index grow faster and gain more revenue than their counterparts. Given that trend, shaping UX should be a core part of your digital marketing efforts.

How UX Can Tell Your Brand Story

You might have heard about the rising importance of storytelling in digital marketing. Weaving factual claims about your brand and product into a compelling narrative can build an emotional connection with your audience that significantly increases the likelihood of customer conversion. That’s because according to one study, stories are 22 times more memorable than plain facts.

Good stories capture your audience attention. They inherently shape user experience, as visitors are compelled to stick around and learn more about your brand and the story it has to tell. Once you have their attention, you can more effectively educate them about your products and services.

As an added benefit, that relationship between UX and storytelling is reciprocal. Embracing a storytelling approach on your website inherently enhances UX, but good UX also makes it more likely that your audience actually pays attention to your story and the information you want to get across. Connect that story on your website with your broader marketing messaging, and the effectiveness of all your digital efforts increases significantly.

How UX Builds Your Conversions

In addition to shaping your brand story, UX also has a significant impact on your conversions. That’s because by focusing on this aspect, you begin to build a more holistic view of the entire customer journey. As you emphasize how your visitors interact on your website, you can naturally adjust your strategy toward guiding them in the right direction.

Improving user experience is not about changing your website in ways that you think is best. It’s about learning from your actual visitors on what they want to see and interact with. Your goal should be finding a way to marry these desired experiences with your marketing goal. It’s important to know that, “UX bridges this gap between your company’s business objectives and the user’s wants and needs.”

The right UX also focuses on page layouts and design that makes these conversions more intuitive for your users. Even the most engaged visitor probably won’t convert if they don’t find an opportunity to do so. A simple call to action, placed at a spot when they’re most likely to convert, can do wonders for your conversion rate.

How UX Can Inform Your Entire Marketing Strategy

We’ve already hinted at it above, but it bears repeating. UX-focused web design has the potential to do more than just improve your website. At its best, it can inform and ultimately improve your entire marketing strategy.

Too much digital marketing today is based on guess work. You might build campaigns based on general industry best practices or past experiences, hoping that the lessons learned from these benchmarks are enough to carry over to your own audience and current marketing goals. But you don’t have the assurance you need to know that this will actually be the case.

A UX-focused approach can change that. It necessarily includes in-depth research into what your audience actually thinks and wants. That research is not just good to improve your website, but can enhance your entire marketing strategy. Now, you can build digital campaigns and messaging based on actual, real-time insights, and carry that strategy through to your final conversion points.

How Personalized Content Can Enhance UX

All of the above are undoubtedly crucial ways in which UX can increase the effectiveness of your digital marketing. At the same time, it also makes sense to look at the exact ways in which you can actually enhance your visitors’ experience while on your site. While many tips here will differ based on your audience research, one universal truth remains: you need to focus on personalized content.
Your visitors want their experience on your site to be adjusted specifically for their needs and wants. Fortunately, you have a number of ways to satisfy that desire, some more complicated than others:

  • • Build a mobile-optimized and responsive website.
  • • Customize web content specifically for individual visitors, based on their location and/or existing information you have about them.
  • • Follow up conversions with communications specifically related to that conversion.
  • • Offer multiple levels of conversion, from subscribing to your blog to becoming a customer, that match your audience’s current place in the customer journey.

Of course, these are just a few of the many ways in which you can improve customer experience and why user experience matters. Emphasize these and other tactics, and your digital marketing efforts have the potential to significantly increase in effectiveness. Combining the two concepts, in fact, might just be the secret to a more successful digital marketing strategy.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.