User experience (UX) is the secret ingredient for a successful marketing campaign and a high conversion rate. Without it, you could be wasting time and losing out on potential customers. UX and marketing work together for your business to convert users into lifelong customers.
When you look at UX design and approach both sales and marketing with a user-centric mindset, you can create more long-term growth. To show you just how you can do it, we’ve gathered some key UX marketing insights your whole team can use.
What is UX: a Definition
UX stands for “user experience.” It means that you’re working to give your users the best possible experience. UX can be seen on websites and products alike. UX is a common element in web design. If your website is confusing, slow to load or just not working properly, chances are you’re not giving your users a good experience. A well-designed website will have UX baked into its structure and its content.
Why does user experience matter? It matters because it can turn your website into a conversion machine. The better your UX is, the easier it is for users to get the answers they’re looking for. You can create a website with amazing UX if you know some basic information about your users and their behavior. Good UX comes down to having the right data at your disposal and can be game-changers for your bottom line.
Did You Know: 79% of users put the most importance on the overall usability of a site or app. (ClickZ)
UX and Marketing: How They Work Together
You Have to Put Your User First
User experience is what should drive your marketing efforts. Marketing and UX bring users themselves to the center of all of your campaigns and strategies, not the stakeholders. If you can’t connect with your users and offer them a good experience, they won’t convert and become a customer.
Your stakeholders are important, but your customers are the ones you need to be thinking about the most. Stakeholders are the major decision-makers around you, but executing your marketing based on their preferences may not align with your users’ expectations and needs.
Here are some numbers to back that up: a whopping 68 percent of users will give up on a brand if they think the company doesn’t care about them. If you don’t create content for your users, or if you don’t tailor your marketing to their needs, you’re losing potential customers.
You need to take users’ needs into account when you approach your marketing strategies and campaigns. What do your users need? What kind of answers are they looking for? What stage of the buyers journey are they in? How can your business help them? Answer those questions with the user in the front of your mind.
Did You Know: UX can raise conversion rates as much as 400%. (Forbes)
Investing in UX Brings in Huge Returns
Did you know that for every dollar you invest in UX, you can get a return of $2-$100? Those numbers can directly affect your bottom line, from your customer acquisition cost (CAC) to lifetime value (LTV). That means strategically spending on UX (specifically, good UX) leads to a bigger return on your investment (ROI).
You can’t sell a steak on just the sizzle alone. Your marketing efforts won’t matter if you can’t offer users a good experience. You can invest in digital advertising to get people onto your website, but it won’t matter if they don’t stay on it. This is why UX design matters for your website. That dollar you put in is helping you convert customers because they can see the value in your product. They can easily navigate your website and convert because you’ve provided them with a good experience. That translates into more revenue.
Did You Know: 74% of businesses say user experience is vital for boosting sales. (eConsultancy)
Good UX Works for Customer Success, Too
Good UX actually goes beyond the marketing team. When you sit down and really think about who your users are, you also know a lot more about your customers. Good user experience relies on you knowing your customers and having qualitative data. If you don’t have data, you don’t have good UX.
Having all of this insight can only help you create a better experience that touches all aspects of your business, from sales to marketing to customer success. In fact, 68 percent of B2B e-commerce sites use key UX functions for upselling and cross-selling. Upselling can bring in more revenue even after your user has initially converted, representing a bigger opportunity to think past a traditional sales funnel that ends at a closed deal. This goes to show you can use UX to your advantage no matter what department you’re in.
Creating good UX starts with making personas that reflect your customers. Knowing their challenges, goals and needs will help you build the best experience possible for your users. This is crucial research that can dictate your website’s structure and the kind of content you have on it. Knowing a few things about your users can tell you:
- How people are finding you on the internet (or if they’re finding you at all)
- What specific challenges they face that your business can help solve
- How effective your website is at communicating your unique value to your user
You can get this data by interviewing customers and analyzing your web traffic. This all ties back to making your users the number one priority when you market to them and sell to them. You’re catering to your user from the moment they first find your website to after they’ve converted and become a customer. UX is a holistic way to approach not just marketing, but sales and customer success as well.
UX Marketing Insights: What Can You Do?
User experience has the potential to unlock more growth opportunities for your entire business. It can be used across sales, marketing and customer support to create a conversion machine. Your website will help users find the information they’re looking for with compelling content and easy navigation. Good UX will also boost sales with upselling and cross-selling opportunities, going past a closed deal to continuously delight customers.
Don’t underestimate the power of good UX marketing. It may represent an investment, but the return it brings is well worth it.
Leverage Good UX for Continuous Growth