When was the last time a brand just got you? They knew what you were looking for and gave you a clear path to get there without unnecessary clutter and other obstacles in your way? It was probably a while ago. When was the last time a brand made no impression at all? We’re willing to bet it was recently—if you remember them at all.
The fact is, a lot of brands don’t think about user experience beyond its core design-centric traits. And that’s a big problem—because user experience (UX) is everywhere in digital marketing. If you want your brand to convert like a well-oiled machine and leave people with a memorable experience that keeps them coming back for more, you need to embrace UX and integrate it into all aspects of your digital marketing.
Good UX = Good SEO
Good user experience means good search engine optimization (SEO) and vice-versa. They go together like peanut butter and jelly, or a Zilla and their coffee. You can’t have one without the other. In the competitive marketplace, you need to have visibility for your brand and your website. This is where (SEO) comes in and really becomes indispensable.
SEO is how you get your website and brand in front of the right users. It’s not a set-and-forget deal, either. As Google continues to roll out core updates to its search algorithms, rankings are constantly being affected, which can directly impact how many people are finding your website. SEO needs to be strategy-driven and maintained to be fully effective for your brand and meet your goals.
SEO and UX intersect because Google rewards websites that have top-notch usability and informative content. The user is at the center of that Venn diagram and you need to work accordingly. Here are just a few ways the two work together:
- Keywords: Google rewards quality content, not keyword stuffing. Keep your website copy concise and watch your keyword density.
- Navigation: Navigation menus are easy for Google to crawl. Organized navigation will make it easy for users and for indexing.
- Bounce Rates: If your bounce rate is high, that may indicate something is wrong with your website’s content. Focus on lowering your bounce rate with informative content for true SEO.
This isn’t an exhaustive list by any means, but SEO and UX can’t be boxed in if you want results in your digital strategy.
A Tale of Two Landing Pages
Beyond your core website, UX is right at home in your conversion rate optimization (CRO) strategy. If you’re trying to understand why your conversion rate is so low on a landing page, poor UX could be the culprit.
Landing pages are meant to convert. They capture information from the user in exchange for an offer. So your goal as a marketer or business owner is simple: create a seamless experience on that landing page that entices users to convert.
Hotjar is an ideal tool for monitoring and understanding how users interact with a landing page. Through heatmaps, you can understand where users are and aren’t interacting with your page. With that information, you can A/B test new copy, color, design and form variations for landing pages to see what really hits with your users. SEMrush found they increased conversions by 25%, just by A/B testing a form. Not bad at all, in our book.
Pro tip: for the best A/B test results, change only one element at a time so you can pinpoint which ones are performing well versus which aren’t.
Don’t Be “Meh”—Your Content Could Be a Masterpiece
UX’s potential goes beyond just website design. UX and digital marketing are two peas in a pod, and bringing them together in your content strategy will only boost your overall efforts.
Content should always be informative to your reader and free of keyword-stuffing, as we pointed out earlier. Whatever content you’re creating, it should be laser-focused in on your user:
- Who are you trying to reach?
- What problem are you trying to solve?
- What are they looking for to solve their problem?
These three questions are the first steps to making quality, relevant content that helps your overall digital marketing efforts. When you write in the language of your audience and bring that content to them, you’re already in their “zone,” so to speak. It’s not enough to just write content, you need to get it to your users. If you’re sending your content to the wrong people or the wrong platform, you’re missing the mark completely.
That e-book you wrote could be pure poetry, but if you’re not answering the right questions or solving the right problem, it’s a moot point. Your users aren’t going to be interested in converting on your offer because it’s not what they’re looking for at that moment. Hone in on what your users are looking for, want and need—that’s what creates a good user experience. Then, go out there and give it to them.
When In Doubt, Test It Out
Digital marketing and user experience rely on refinement and A/B testing. As you further identify what makes your users click and convert, you can make better use of content and landing pages. If you want a positive user experience, you need to be user-centric in your thinking.
Just as UX designers will run usability tests to see how users interact with an interface, marketers can test out what resonates with users the most to convert. Test out buttons, copy and design on landing pages, CTAs and layout to see what your users interact with the most. But remember, test one at a time to get the clearest data.
Test, refine and analyze your results every chance you get. Your user experience will be better for it.
So, what do we know about digital marketing and user experience? They don’t just go hand-in-hand. They’re joined at the hip. Relegating UX to design and keeping it in that box will limit what you can do with your overall digital marketing strategy and impact conversions. If you want your brand to be memorable and effective at attracting customers, you need to be user-centric and UX-obsessed.
In the long run, putting UX first and integrating it into your digital marketing strategy will bring everything together. Your website, content and strategy will then be able to support each other and help you reach your goals.