Hello! Today I want to talk to you about a topic that I’m passionate about: user experience (UX) in digital marketing. Have you heard about it? If not, don’t worry. Today on the Serendipity Digital Marketing Blog, we’ll be here to guide you through this fascinating world.
What is UX and why is it essential in digital marketing?
To begin, it’s essential that we have a clear understanding of the concept of User Experience or UX. It refers to how you feel when you interact with a product or service, in other words, the experience that a content provides when consumed. In the context of digital marketing, this can include everything from navigating a website to interacting with a mobile application or the online purchasing process. Since UX addresses the complete experience from the moment you start interacting with the product until you finish.
UX is essential in digital marketing because it can significantly influence how we perceive a brand or product. A good user experience can improve our satisfaction, increase conversions, and foster brand loyalty. However, when the UX is poor, it can lead to frustration and damage a brand’s reputation, which is essentially everything that marketing seeks to avoid.
UX in Digital Marketing: Case Studies
Allow me to give you an example of the importance of UX in digital marketing. Do you remember when Apple decided to improve its user experience? They realized how saturated the smartphone market was and decided to do something about it. They improved their laptop desktop and opened their digital assistant, Siri, to third-party developers. And you know what? It was a huge success! Because, just like you and me, who doesn’t like to feel comfortable and well-attended?
Another example is the rise of visual search. Applications like Blippar are taking user experience to a new level. According to Clark Boyd, 62% of millennials prefer visual search over any other e-commerce technology. That’s impressive! That’s why social networks like Pinterest are actually a resounding success, providing comfort and naturalness to their users.
Here we present you a sort of checklist in an infographic format that can be very useful for the development of your web projects and mobile applications.
How can UX be improved in digital marketing?
There are several ways to improve UX in digital marketing, and one of the most effective is through User Interface (UI) design. Well-designed user interfaces can make a website or application easier to use and more attractive to users. Similar to the previous example I gave you about Pinterest and its visual searches, the simpler and more efficient something is, the more appealing it will be to your target audience.
Create quality content
Another way to improve UX is through content. Well-crafted and optimized content in terms of writing and SEO will be a key ingredient for search engines if you’re looking for a good user experience. It will not only help your website rank well for relevant search terms on Google but also provide consumers with accurate answers that address the needs they had when searching or querying on the web.
Consider the medium of consumption
Finally, it’s crucial to consider UX across all platforms. With the rise of smartphone usage, it’s essential for brands to ensure that their websites and applications are equally functional and appealing on mobile devices as they are on desktops.
Mobile Devices and UX
Today, more than half of all internet traffic comes from mobile devices. This means that mobile usability is more important than ever for UX.
Good mobile UX means that a website or application is easy to use on a mobile phone or tablet. This includes having a responsive design that adapts to the screen size of the device, having buttons and links large enough to be tapped with a finger, and having content that is easy to read on a small screen. Everything I mentioned is data that you should take into account if you truly want to improve the UX of your websites or applications.
Furthermore, mobile usability also involves considering the differences in how people use mobile devices compared to desktop computers. For example, mobile users may be more prone to using voice search, so it’s important that your website is optimized for voice search.
UX is an essential component of digital consumption, and its importance will continue to rise. Brands that want to succeed in the competitive world of digital marketing must ensure that they are offering high-quality UX across all their platforms. By doing so, they will not only improve customer satisfaction and increase conversions but also foster brand loyalty and strengthen their reputation in the market.
I hope this article has helped you better understand the importance of user experience in the world of digital marketing. Until the next installment, from your trusted Serendipity Digital Marketing Blog.