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Why Does UX Matter for Marketing?

You already know user experience (UX) matters for your site visitors. Around 88 percent of people state they aren't likely to return to a site after having a bad experience, so ensuring their experience is the absolute best it can be is a smart business move. UX, however, impacts more than just your bounce rate. It also makes a difference when it comes to marketing efforts.

User experience extends to sales, social media marketing and every element of your marketing plan. It won’t do you much good to drive traffic to a website if the UX is poor. In fact, it might actually harm your business. Dissatisfied people who feel they’ve had a bad experience may never return to that website again.

Some ways UX can make a difference are obvious, but others you might not have thought of.

Paying attention to each of these areas can ramp up your overall return on investment (ROI) and conversion rates.

Your Testimonials Can Further Influence Buying Decisions

A whopping 81 percent of consumers do research online before they decide to buy a product. You can do this work for them and keep them on your site, as well as push the narrative you want about your products. Include the ability for customers to review your products and put the positive testimonials at the top, for example. While you always want to be transparent and honest, you can certainly highlight the positive reviews ethically.

If you don’t already have a clear rating system on your site, think through what reflects your product the best. Amazon’s rating system is one of the best examples. They allow users who have bought the items to give the products a rating from one to five stars, include photos that could help fellow shoppers, and sort reviews by filters such as positive reviews, critical reviews, most recent and more.

People Seek Information In Specific Ways

Even beyond making your site usable, which of course is important, you need to understand how people search for information and come to land on your site.

There are different steps involved in this process, and if you can figure out the path your typical target audience member takes, you’ll be on the road to more conversions.

Try to put yourself in the consumer’s shoes. What type of keywords would you search for if you wanted to buy what you have to offer?

For example, most people do three things as they seek out a new product or service. They read reviews, research what’s available and turn to their social networks for advice. Many factors come into play here.

First, there is SEO, so your site appears in search queries. However, you also need to watch your brand reputation and make sure you have a strong social media presence. What are the ways you go about engaging your customers on all these levels?

Good UX Has High ROI

Industry experts estimate you’ll see a $100 return for every dollar invested in UX. When you look at numbers like that, it becomes clear that investing as much as you can into the user experience will pay off in big profits over time. Few things in marketing see that type of ROI, so spending a few dollars here and there on UX seems like an intrinsically smart move.

However, you can't just throw money at your website and expect to see that kind of result. Instead, you must focus on elements such as the first impression, reducing the bounce rate, improving your conversion funnel and adding credibility to your site.

You need to hire a designer with experience in UX and a proven track record. There’s a big difference in basic design and design with the user experience in mind, which requires a bit of analysis and understanding of target audience demographics.

Mobile Users Are Doing More Buying

You’re probably already aware of the importance of making your site responsive, but it’s also important from a marketing standpoint.

Sixty-two percent of smartphone owners have purchased something from their phone in the last six months. The number of mobile device users continues to grow, so it should be obvious that if you don’t make mobile shopping a part of your site, you’re going to miss out on a big segment of potential customers.

Making your site responsive is about more than just making sure it appears nice on mobile devices, though. For example, there should be as few steps as possible to order a product. In addition, you need to make sure the process runs smoothly for all your site visitors.

The experience your site visitors have when they land on your site can impact not only whether or not they purchase from you that day, but whether they ever visit your site again.

In short, having a good user experience strategy in place makes all your other marketing efforts more likely to succeed.

About the Author
Kayla Matthews writes for Mobile Marketer, Convince and Convert, Cision and Marketing Dive. You can read more post from Kayla by following her on Twitter and LinkedIn


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