Perhaps you’ve heard about user experience (UX) and how researching on user experience can solve problems in marketing. But how exactly is this achieved? Which problems are there to be solved? And finally, where exactly do you go to learn about user experience?
Well, you may want to improve your net promoter score or solve the high bounce rate in your website. If not, you may be seeking some explanation for your AB testing. But regardless of what you’re looking for, conducting research on what users love to see and interact with is what will help you gain an edge in a highly competitive business world. Reading UX articles will provide you with insights at a deeper level concerning your leads.
Definition of User Experience
Any form of interaction that your customers will have with your brand is called user experience. Therefore, as a marketer, it’s your responsibility to see that all things work together to suit the needs of the customer — from the point where they land on your website, to when they finally make the purchase. Usually, these customers will refer others to you when the user experience is pleasant.
UX online and in products/services
Since user experience is all about the interaction of customers with your brand, it makes sense to state that this kind of experience can happen anywhere regardless of the medium. It can happen online or when the customer comes into contact with your products and services. But at the end of the day, it still remains that marketers need to adapt good user experience across all mediums where their customers are likely to interact with them. That’s the reason it’s so crucial to read UX articles to learn about the tricks. So if you’ve not taken that initiative yet, here are some reasons to start and keep reading UX articles:
Benefits of UX Articles
Through reading UX articles, you can learn how to drive customer loyalty organically as they interact with your brand down the sales funnel. The importance of responsive design cannot be emphasized any longer. The mobile revolution is here, and more people are browsing the web using their mobile devices than any other gadget. They are using their smartphones and tablets to interact with sites that sell what they want. This calls for a good user experience that conforms to what they’re using to browse the web.
You can learn user experience guidelines to help you come up with a website that cultivates customer advocates. These are the best customers to have around because they do the marketing for you free of charge.
If a customer had a good experience with you, they should be able to share it on social media? And if you’ve not implemented any user experience tool to boost positive interaction, you could be sacrificing potential sales with poor UX. You want to learn from the mistakes of others so you don’t waste a lot of time and resources on activities that don’t reward efforts.
What’s more, even though you can’t change the design of your Facebook or Twitter business pages, you still have direct control over the frequency of your interaction, language used, and content published. You can only learn to maximize on this opportunity through informative UX articles.
Another concern worth noting down is that search engines are now giving priority to sites that have enhanced user experience. If your site’s user experience is not up to standards, it’s easy to sink below the SERPs, and especially if you don’t pay attention to Google’s new policy on mobile sites.
Through tailoring your on-site content, site maps and other crawl-able pieces to conform with good user experience, you are essentially making search engines’ work easier. They should be knowing what your company is about and what the site should be ranking for.
And of course there’s the issue of learning how to nudge website visitors so they can follow through the expected actions till the end. The more intuitive your webpages are, the easier it is for a visitor to keep browsing, looking for what they want. So even though it’s impossible to direct 100% of your web visitors to go your direction, you can always place links and buttons strategically to lead them to the ultimate destination. Again, this is a skill that you have to research on to learn about.
You could also boost you sales by a significant margin if you made your checkout process flawless. According to some reports, 59.8% of customers abandoned their shopping carts online because the checkout process was tiring. These are potential customers you cannot afford to lose. And the best thing is that you could learn how to address that problem by reading articles that talk about streamlining the checkout process.
You will learn how to analyze data to establish where the problem is and how to go about it. Any user experience tool that handles problems related to high shopping cart abandonment can help you increasing the rate at which users complete transactions. So by not streamlining the process, you are leaving money on the table.
Again, it’s worth noting that people tend to gravitate towards products that are intuitive and rewarding. The more intuitive they are, the more engagement you’ll see. Take the example of Apple company. They’ve invested so much on undercover user experience design. This has allowed them to research, generate ideas, prototype and even test into their daily workflow, thus ensuring a fluid UX. They may not be at the top, however, when it comes to user experience, the company laughs all the way to the bank.
User experience goes beyond websites/design and because of this, marketers should familiarize themselves with the changing face of user experience. The way you present information is what UX is concerned with. And one way of learning is by updating yourself with the latest trends through reading. So the more pleasant and seamless your customer interaction with your brand is, the more they’ll love it, and the more you’ll make money. Nothing is far from the truth.