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.
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:
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.
If you like to know more about frequent UX mistakes, please, read my other article here.
What is the relationship between UX and marketing? Let's look at why they are so closely connected.
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.
Optimizing UX factors on your website isn't only good for attracting visitors. It also helps you rank better in search engines. As 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.
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.
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.
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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