5 Reasons Why Marketing UX is an Essential for Marketers
Everyone wants a great website — it helps you reel in traffic, generates leads, and is pretty much the face of your brand. But how do you stand out in a crowd? How do you increase retention and conversion rates? And how do you ensure your sales teams don’t run out of leads?
The answer to these questions is the User Experience (UX).
In my time working with the marketing team, I understood some of the most pressing challenges they had. They depend on the website to edge past the competition, keep the lead funnel full, and convert leads through a long and unwieldy conversion process. Seeing this happen first hand, I understood why great UX was vital. It isn’t a particular task or activity; it’s an ongoing process within the team. And everyone needs to think about it and have a say.
With this in mind, let’s talk about some reasons why marketers need to prioritize Marketing UX.
#1 Remove Guesswork.
Do you remember the A/B experiments with red and blue buttons to see which ones converted better? The red one came out on top because of the vibrant color. Or so we assumed. Well, UX is beyond these tactical experiments — it focuses on strategies that don’t just help in the short term. It works in the long run as well.
As a marketer you’re often focused on selling the product, targeting your audience and analyzing the market to position your product. Marketing UX focuses on building a connection between your product and your prospects, even before someone actually uses it. Great UX is always curated to your audience’s on your audience’s likes, dislikes, their ambition, dreams etc. This way, you can build content, campaigns and design strategies that are successful.
#2 Improve Engagement
Can Marketing UX, help with your site/campaign engagement. Absolutely! Here’s how:
SEO + Marketing UX
Your audience has a specific problem that search engines help them solve. SEO typically focuses on external elements and architecture of the website to drive traffic. It is rooted in keyword data and indicates what visitors are looking for.
Once they find a website that meets their needs, they expect a great experience — they expect to find what they want without having to look too hard or getting too distracted.
Guiding the audience to take action sans friction is what UX does. And if you’re an SEO expert, you probably know that the biggest search engines prioritize UX.
Ultimately, both these disciplines have one thing in common; that’s making their customers happy.
The goal of SEO is to make their business visible to their prospects and UX influence consumer behaviour. Together, they make targeting and optimization the perfect way to promote your brand and business.
Good Marketing UX: better campaigns
Have you ever created a killer strategy that brought in a massive number of qualified leads that just failed to convert? Did you ever figure out why you weren’t successful?
The answer is probably UX.
Your team keeps going back and forth, and still unable to find “why” people aren’t converting. And this is where UX comes in.
UX digs deeper into monitoring site and campaign behavior. It answers questions like:
- What is your target audience doing once they are on the site?
- Does the message in the campaign connect with the landing page?
- Is there anything on the site that is distracting your prospects in achieving their objectives?
- Why aren’t people looking at my campaigns?
#3 Increase Conversions Rates
Just like how Marketing UX can help in improving engagement between different teams inside marketing, it aims at addressing issues with conversion. With a deep understanding of your audience, you can take educated decisions on:
- Where to place CTAs
- What messaging to use
- Ways to influence action
- How to showcase value (emotional/social/functional)
These insights can be crucial to improving conversion rates.
#4 Optimize for Mobile Devices
Google continues to stress the importance of making websites mobile friendly. Marketers often don’t understand why they need to focus on the mobile experience and how it can have a massive impact on brand perception despite being a lesser contributor to traffic.
Recent research tells;
A bad mobile experience derails your brand and how it is perceived. Often people assume that mobile experience is building a responsive site that fits your mobile experiences. But it does beyond that.
#5 Make you Brand Stand-Out
A recent article by CXL suggests that it takes a mere 50 milliseconds for a person to judge a brand. Your first impression is probably what your customers will remember the most. If they have a bad experience, they’ll judge your brand as a whole and might never return to your site.
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” — Warren Buffett
To sum it-up
Your brand experience is everything you stand for. It tells your customers everything they need to know about what you have to offer, your quality of product/service, what they can expect, and what you’ve achieved. It can make or break your brand.
You can have a great set of messages, structure your content really well, target the right keywords, and still fail with conversions. Marketing UX is what holds it all together. It is not any one item on a checklist of things you need to do. It is an ongoing process of testing, evaluating, and improving how your customers experience your brand at each touchpoint.
