Why User Experience matters to Marketing?
Even if our marketing strategies are perfect, there is something that matters the most and that is user experience. User experience also known as UX is the experience a user gets when he/she visits your company profile or website.
Every time a client visits your organization’s website page, they become a part of user experience. The nature of that experience can decide whether you draw in a client or lose one, diminish your help expenses or increment them or make a solid or powerless brand.
There are a lot of things that contribute to making a positive user experience and therefore it is vitally important to comprehend it or else the marketing tactics can be a fail. Today we will learn why user experience matters the most to marketing and how a positive user experience is gained.
It is very important that the customer or the website visitor is satisfied because are marketing tactics pivot around their needs. The main goal of marketing customer satisfaction and user experience defines customer satisfaction.
Firstly, let us look at how much importance user experience is getting and also the elements that contribute to a positive user experience.
Return on investment and provide value
It is said that the future of marketing won’t concentrates more on sales and money, but the user experience will matter the most.
Right now, there are almost 70% of the companies that do not test user experience, and studies reveal that in the coming years most of them are going to start testing and giving importance.
Your website should serve a beneficial purpose and must also make sense to the customers. Functionality plays a role in it.
One should invest in user experience because it can provide a greater return on investment.
It is said that almost 80% of the customers tend to buy and pay more if they have a good user experience.
A website with attractive colors and text is the best!
Well, the above sentence is wrong. Developing and designing a website is not just about adding attractive colors and text, it is much more beyond than that. One must pay close attention to the layout, navigations, etc.
A user is happy and satisfies when they get what they want. That means it should be easy for them to navigate through your website and get the content they are looking for.
Obviously, website color, layouts, and the overall website design to contribute to a positive user experience.
The overall design of your website should be easy and attractive. The colors, font type, and size, also matters. Make sure that there are images, videos and other multimedia elements included to keep the user engaged.
Make sure that your images are properly optimized because if they take too long to load then they will bounce back and visit your competitor’s website.
Before customers even think, they should get what they need from your website. That means the structure should be simple and it should be easy for them to navigate around.
It is said that 90% of the first positive impression is because of the website design.
Also, a website’s reliability is judged by the customer based on the overall design of the website.
Almost 45% of the people will stop engaging with your website and will never return back if the website design is not attractive.
The website should be user-friendly and exquisitely pleasing.
Traffic over conversions is always recommended and hence for traffic, your website design should also be pleasing.
User experience is not just important for sales but also for Google rankings. Google has several ranking factors and one of the main factors is user experience. The more people spend time on your website the most Google finds your website as valuable.
There are very fewer chances of bounce rate. Bounce rate is when people visit your website and go back within seconds. If there is higher bounce rate, Google considers your website as low quality and your rankings may hurt.
The speed of your website is also taken into account. Studies show websites that take too long to load have highest bounce rates. A customer will wait only for 2 seconds for a website to load. If your website takes longer to load, they will probably go back and visit another website.
When a customer has a bad experience with your website, there are only 15% chances that they will visit your website again. As the saying does- First impression is the last impression.
The adaptability of a website plays a major role. With more people using mobile devices and visiting websites on mobile phones, it becomes important to create a website that is responsiveness. This can majorly contribute to the user experience.
Nowadays, 60% of the searches happen on mobile phones and thus it becomes very important for website developers to build a mobile-friendly website.
If your website will not be visible on mobile phones or if the layout of the website is spoilt then the customer will never visit your website again. Additionally, you bounce rate percentage increases and also you lose a customer.
When a website is not mobile friendly, the text is too small and is not readable or the images are distorted and unable to load. Imaging you yourself landing on such a website!
It is said that customers are most likely to buy products from websites that are mobile friendly and offer a positive mobile experience.
Also, 60% of the people have a positive opinion about the business that has websites optimized for mobile and other devices.
Increased and additional sale
When a customer has a positive user experience, they are likely to recommend it to other people. This has a huge benefit in terms of marketing, sales and website traffic. Additionally, referrals and recommendations are taken more seriously and people actually buy products. If they also get a positive user experience, they will also recommend to more people.
This is also one of the many goals of marketing. to grow sales and bring in more prospects to the website.
There are many other factors that contribute to the user experience.
Customers look for value on your website. If your product or service provides value to your customer then it contributes to their user experience. This is called functionality and it makes sure that everything on your website actually makes sense to your visitors.
We hope you have now understood how user experience plays a major role in marketing.
March 14, 2018