Why UX is an Essential
Part of Marketing?

UX Has an Impact on Your Brand

When you think of marketing, you probably think of things like paid advertising, SEO, social media, and other ways to publicize your brand. User experience (UX) is usually considered a separate issue. However, the experience your visitors have on your website determines whether they take action or leave quickly. This is actually closely related to marketing.

The Importance of UX

UX Designers working on mobile app
UX Designers working on mobile app

Martyn Reding, head of digital experience at Virgin Atlantic, sums up UX as the "fulfillment of a brand's promise." While this is a very broad definition, it speaks to how fundamental UX is to a brand. User experience can refer to many elements that impact visitors, such as:

  • Page-loading speed. Today's users aren't patient and will leave a site if pages don't load within a few seconds. Google also uses page loading speed as an SEO factor. You should regularly test the speed of your site on multiple devices.
  • Mobile-friendliness. As more and more users access websites from mobile devices, it's more important than ever to provide them with a good experience. A key aspect of UX is making sure that your pages and features are easy for mobile customers to use.
  • CTA links and buttons. A call-to-action (CTA) is what turns visitors into leads or customers. You need prominent CTA links or buttons that tell users what you want them to do. If you have an opt-in form, it needs to be prominent and also provide a good reason for people to sign up. This is an example of where UX and marketing intersect.  The design of a CTA button is pure UX. Your actual offer is where the marketing enters the picture.
  • Color. Colors have an immediate effect on users, although this is usually subconscious. The colors on a page can evoke enthusiasm, calm, or indifference. Colors on a web page should be consistent with your branding, which includes advertising, emails, social media, and offline promotions. Most web design experts recommend using no more than five colors on a page.
  • User-friendly layout. The layout should focus users' attention on key elements such as CTA buttons, product videos, a summary of your business, and anything else that helps to communicate your message, including fonts, images, white space, and navigation menus.

Signs of UX Problems

UX problems can manifest in many ways, but they all result in making things more difficult for users. Forrester Research sums up the cost of such mistakes: "Websites that are hard to use frustrate customers, forfeit revenue, and erode brands." Here are some of the major signs that your UX needs attention.

  • Poor conversion rate. Is your website successful at achieving its objectives? This could mean people signing up for your newsletter, buying your products, or calling you for a consultation. If your traffic isn't converting, you need to make changes.
  • Clutter. Too much content on a page, including ads, images, videos, and text, confuses visitors. Pages should have a certain amount of white space, so users can focus on each element. As Edward Tufte says, "Confusion and clutter are the failure of design, not the attributes of information."
  • Poor navigation. Navigation allows visitors to get from one place to another on your site. Links and menus need to be accurately labeled. If navigation is difficult or confusing, it will affect your conversions.
  • High bounce rate. If visitors are landing on your site and immediately leaving, this indicates that they aren't getting what they're looking for. It could mean you need to create more user-friendly navigation, update your layout, or create clearer calls to action.
  • Poor experience for mobile users. One survey found that 52% of users said that they are less likely to deal with a company after a bad mobile experience.

If you like to know more about frequent UX mistakes, please, read my other article here.

How UX Impacts Marketing

What is the relationship between UX and marketing? Let's look at why they are so closely connected.

Enhances Your Brand Image

Everything you put out reflects on your brand. When people land on your website, they form an immediate impression of you. They may decide that your website looks professional or amateurish, attractive or ugly, helpful or confusing. Improving your UX gives everyone a more positive opinion about your brand.

UX Supports SEO

Optimizing UX factors on your website isn't only good for attracting visitors. It also helps you rank better in search engines. As Search Engine Watch explains, Google considers several UX elements such as page loading speed, mobile-friendliness, and user-friendly navigation. Improving your SEO, in turn, helps you attract more visitors.

Improve Conversions

Converting visitors into leads and customers is an essential aspect of marketing. User experience plays a pivotal role in enticing visitors to take action. As we noted above, UX includes page layout, navigation, CTA buttons, and other factors that help to guide users to stay longer on a website and find what they're looking for. The more user-friendly a site is, the more likely your visitors will fill out your forms, check out your products, and return in the future.

Make Your Content More Appealing

Content is one of the most powerful tools at your disposal for building your brand and converting your visitors. Content such as blog posts, videos, infographics, podcasts, and webinars all help to educate your audience, increase your trust, and boost your SEO. Strong content, however, needs to be supported by UX if you want people to read/watch/listen to it.

A simple example: a long-form blog post can be filled with valuable information but if you have 2000 words of unbroken text, most visitors will find it too dense to tackle. Add some white space, an appealing layout, and a few images, however, and the same content becomes far more accessible. Similarly, the same images will have a more powerful effect depending on how they're placed on the page.

UX and Marketing Go Hand-in-Hand

While user experience and marketing can be looked at as separate fields, they complement one another in many important ways. If marketing is how you get your message across, UX ensures that the message is delivered in a clear and appealing manner. Poor UX can undermine marketing efforts by discouraging people from looking at your content. Maximizing UX, on the other hand, bolsters your message and makes it easier for people to focus on your words and images.

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