Why User Experience Matters in Digital Marketing
User experience (UX) is more than design. It’s the overall impression and feeling that a user has while interacting with a product or service. It includes all aspects of the user's interaction including value, usability, functionality, adaptability, and navigation.
UX plays a critical role in marketing because it influences how customers perceive a brand and its products or services. A positive UX can lead to customer loyalty and positive word-of-mouth marketing, while a negative UX can lead to customer dissatisfaction, negative reviews, and decreased sales. Therefore, creating a positive UX should be a priority for businesses looking to improve their marketing efforts.
3 Reasons Why UX matters in digital marketing
1. Good UX improves SEO
Good UX can improve your SEO in various ways. Effective UX can lead to lower bounce rates, which is the percentage of visitors who leave your website after viewing only one page. With good UX, users are more likely to stay on your site for longer and engage with your content, which reduces the bounce rate. This signals to search engines that users find your site relevant and useful, leading to improved rankings.
It can also improve dwell time, which is the amount of time a user spends on your website. With longer dwell time, users are more likely to find what they're looking for, leading to improved relevance and authority in the eyes of search engines.
2. UX builds easier conversion paths
Think of the last time you went to a new restaurant or coffee shop. If it was hard to get service, or you couldn’t navigate the menu— would you go back? Would you recommend it to others?
A great user experience maps out a customer’s journey from the moment you click on the link to the end of the desired action. The steps ought to be straightforward with easy-to-understand CTAs. Providing users with relevant and engaging content that meets their needs can build trust and credibility. In addition, streamlined navigation and fast loading times can prevent users from leaving your site and increase the chances of conversion. Gathering user feedback and testing can help identify areas of the user experience that can be improved, leading to a better user experience and increased conversions.
3. Positive UX increases customer satisfaction
Positive user experiences are an integral part of building relationships. According to McKinsey, improving customer journeys has the potential to increase customer satisfaction by 20%, lift revenue up to 15%, and lower the cost of serving customers by as much as 20%.
How UX affects ROI
86% of buyers will pay more for a better customer experience.
89% of consumers switched to a competitor because of poor customer experience.
47% of people expect a web page to load in two seconds or less.
74% of people are more likely to return to a site when it is optimized for mobile.
52% of customers are less likely to engage with a company because of a bad mobile experience.