User experience is essential for successful Digital Marketing

La User Experience (UX) and Marketing must go hand in hand for your website to be a success.

What is User Experience?

User Experience (UX) describes the perceptions, reactions and feelings that the user experiences when interacting with the elements of an interface. In our case, when the user visits, navigates or interacts with the different elements of our website.

Let's imagine that an X user decides to buy running shoes online. So, the first thing you're going to do is do a Google search to see which companies offer the product you need. Surely you will visit the first 4 or 5 places on the first page of Google to see which sneakers you like the most.

Do you know in which online store the user will buy the sneakers? On the page that you are most comfortable with, where you have found all the technical information, the image, the size guide, the visible price, the reviews of other users, etc. In general, a page that is fast, visible, safe, comfortable and easy to interact with.

Users are less likely to return to a website if the first impression isn't good. Websites must have an immediate visual appeal and must be easy to navigate so that the user can find the information they are looking for.

It is important to note that User Experience isn't just about creating “beautiful” web pages, visually speaking.

Peter Morville (a pioneer in the field of information architecture and UX) described the 7 aspects of the user experience in a very visual way simulating a honeycomb.

There is an updated version with slight modifications (the author is unknown), with the 7 aspects grouped according to how the user interacts with the website (Use, Think, Feel).

According to a study, User Experience will surpass price and product as a key differentiating element for the brand in 2020.

User Experience is Essential for Digital Marketing

For a company, it is essential that its website can be visited by users without experiencing any type of problem. Users must be able to navigate with total ease so that they can find, access, review or purchase the products or services they are looking for.

79% of users admit to having searched for and accessed another website because the page they visited did not meet their expectations. That's why companies should focus on:

Learn about the Customer Journey

El Customer Journey helps companies to put themselves in the shoes of their customers while seeing their own business from the point of view of their customers. That helps companies ultimately improve their sales.

The customer journey will help to discover what are the weaknesses that can cause a user to leave a website, to abandon the shopping cart, etc. If we discover the weaknesses, we can create new strategies that provide more positive user experiences.

Increase the conversion rate

A good user experience makes the user feel comfortable, finds the process agile and interesting and in the end converts. A conversion does not always refer to a purchase, it can also be a subscription to the Newsletter, sending a form, etc.

Currently, users are impatient, when they click on a page they want it to load quickly, otherwise they leave and look for another option. One of the main causes of abandonment of a website is the loading speed.

Optimize for Mobile

The increase in the use of smartphones has radically changed the way we navigate, interact and shop on the Internet. The desktop and laptop have receded into the background.

48% of users say they are frustrated when they find sites that are poorly optimized for mobile devices.

As of 2015, Google began to give priority to mobile, which means that pages that are adapted for mobile will rank much better than those that are not.

Improve the SEO of the page

It is essential to combine user experience with SEO, if you appear in the first positions but the content and user experience are not good, it will harm you.

Needless to mention that a company's website must be optimized for SEO because otherwise, no user will find it.

If your page is well positioned and has excellent content, the user will find it relevant and spend time on it, which translates into a low bounce rate. In this way, we will be telling the Google search engine that your page offers useful and interesting content for the user.

Create and dispose of valuable content

One of the best ways to convey a message to your audience is to create valuable content. According to Quick Sprout, 82% of people enjoy reading relevant content on company blogs.

In short, UX cannot be an optional element in this era of Digital Marketing, companies must define all the areas that are important to offer a good user experience, if we don't meet customer expectations, they will simply move to another brand or business.

Now is the time to prioritize the user experience. In Novicell we design with the user at the center.

How can we help you?

If you need more information, do not hesitate to contact get in touch with us.