The Value of User Experience (UX) in Digital Marketing Today

What is User Experience

The quality your browser experiences online directly influences whether you make a purchase or not. If a brand’s website is outdated, difficult to navigate, and poorly structured, customers are very likely to click away and find another website that can meet their needs and provide a more seamless experience. Higher. When customers abandon your website, it leads to lower conversions, higher bounce rates, lower Google rankings, and a lower reputation for your business. So brands need to make sure they are providing a great online experience for their customers. It should be attractive, well-structured, and suitable for both desktop and mobile. To highlight the importance of user experience, here are the statistics published by “Think with Google”:

• Well-designed websites convert up to 200% higher than poorly designed websites
• 88% of customers are less likely to return to your site after a bad user experience.
• Over 50% said they wouldn’t consider buying from a brand with a poorly designed mobile site.
• People who have had a negative mobile experience are 62% less likely to purchase from the brand in the future.

If you want to deepen your understanding of user experience, the University of Cape Town (UCT) offers a variety of online marketing courses.

Why User Experience Matters in Digital Marketing

Good UX improves customer satisfaction

The goal of “good UX” is to provide customers with a seamless and intuitive experience. This increases customer loyalty and satisfaction. To create this experience for their customers, brands need to understand their customers’ needs and desires and design user interfaces that align with these criteria. Brands also need to continuously improve this user experience to ensure that it meets the needs of their customers. By leveraging UX design principles such as accessibility, functionality, consistency, familiarity, and clarity, brands can create satisfying online experiences, increasing customer satisfaction and brand loyalty. increase.

Good UX improves SEO (search engine optimization)

A good UX improves your ranking on search engines like Google. If a potential customer finds her website that meets their needs, they are more likely to click on her website to make a purchase or take some other desired action, such as contacting them. increase. Google will prioritize businesses that can meet customer needs in this manner. The Google algorithm promotes websites with high click-through rates and low bounce rates. This indicates that the website provides a good user experience, satisfies web browser search intent, and meets customer needs.

Good UX boosts conversions

As mentioned in the Google stats above, well-designed websites have 200% higher conversion rates than poorly designed websites. The better your website’s user experience, the more likely your visitors will become paying customers. UX principles that lead to higher conversions include highly visible calls to action (such as “buy now” or “call me” buttons), clear navigation menus, great product photos and videos, Website speed, prominent location, etc. Advertised bonus features such as free shipping.

Learn about great UX with the UCT online marketing course

A great user experience is an integral part of a strong marketing strategy. Without it, brands cannot meet the needs of their customers. If you want to deepen your understanding of user experience and digital marketing in general, check out the University of Cape Town (UCT) online marketing short course. Marketing is essential for brands that want to stand out in the ever-competitive online environment. This course will give you the marketing knowledge you need to create a unique customer experience. Whether you’re new to marketing or want to deepen your marketing knowledge, these online marketing courses will teach you everything you need to know about the most important aspects of both traditional and digital marketing. I can.

References

Think with Google, “Website User Experience: How to Convert and Return Customers,” July 2019. website-user-experience-how-convert-customers-and-them-visit-again/

Google/Heart+Mind Strategies, US, “Getting Things Done on Mobile,” n=1,847, smartphone users 18+, December 2017. -and-mobile/website-user-experience-how-convert-customers-and-get-them-visit-again/

Google/Purchased, US “How Brand Experiences Inspire Consumer Action,” April 2017.