The plan of any entrepreneur is the maximum development of the company and the achievement of
The highest income. Success can only be achieved by those who take the best path
actions. When planning a marketing strategy, it is necessary to take care of optimal UX in particular.
Why does it play such an important role and why should we devote time to it?
What is a marketing strategy?
A marketing strategy is the document on which almost all practices are based
business. It is written the basis for the functioning of the company and the understanding of its objectives,
because it contains the most important data, it is necessary to implement actions with
scope of marketing.
What is User Experience?
UX is inextricably linked to activities in the area of marketing. The concept originated as early as
1970s, however, over time, with changes in the market and the necessity
introducing innovative solutions, the principles of UX design have changed diametrically. The goal is
but the same — get customer satisfaction and increase sales.
The person responsible for the creation is, among others, the UX designer who tries to create
Optimal website design. Takes care of the arrangement of individual elements in the product
digital, creates the customer's path and leads them to the completion of the transaction. UX designer
He is also responsible for usability, information architecture, and performance
solution under development.
A specialist in this position must pay attention to the feelings and emotions of users.
It also checks whether the solution meets their needs and points the way to achieve how
the best result. Selects tools and works on the page or application, adjusting it
to assumptions.
The Importance of UX in Marketing
Any users of equipment, such as laptops or smartphones, who use the services
online stores or applications, requires more and more valuable information,
simplicity of use and interesting design. Nowadays marketing has a lot to do with the user.
Ezmûn. Why?
All actions should be They are focused on providing useful and quality
content, intuitive solutions and eye-catching aesthetics. These rules
are used both at the stage of application or website design, as well as
creating marketing, communication and campaign strategies.
UX practices that are worth using
The best performing websites and mobile apps have certain elements that
They convince users to use their solutions. It is good to introduce
to them some UX practices that certainly will affect the quality of digital products,
marketing effectiveness and sales growth.
Capturing the customer's attention
The user of mobile applications and websites greatly values speed
obtaining information. Customer focus is very fleeting, so it is worth fastest
show him the solution. The first impression, regarding the digital product, is given
in fractions of a second. The solution must be designed to immediately nail
attention of the user, for example with interesting graphics.
Simplification of operation
A good practice is to reduce the possibilities of actions to be carried out, that is, to design
one screen for one activity, which simplifies navigation on the site. It is worth returning
attention to the visual aspect that will catch the user's eye with color, animation, etc., which
will affect the increase in the conversion rate.
Clear CTAs
A call to action is an element that collects conversions. Musi
so be visible to the user. It is worth betting on a distinctive text or/and color
button. The client needs to know where to click in order to proceed to further actions. Important,
so that the user knows that they can convert at any time of browsing.
Entering as little data as possible
Users Appreciate simplicity and speed of implementation of the tasks undertaken. Filling
Detailed forms can effectively discourage further action. In addition, in
For mobile applications, this is extremely inconvenient. Well then
offer customers the ability to sign in quickly (e.g. through a Gmail or web account)
social), address autocomplete, drop-down list in case of age.
The easier the better.
Intuitive navigation
Clear and easy to use navigation is the key to success. Complicated to find
information is a common cause of customer loss. It is worth helping users to direct
in the individual parts of the landing page. If the customer has no problem handling the product
Digital is sure to stay on it.
Characteristics of the Perfect UX Marketing
The effectiveness of UX in marketing depends on several important factors, which are:
- Usefulness. Indication of products that can meet the needs and expectations of the customer.
- Usability. Ease of use and clarity of the campaign or the presented product.
- Traceability. Reach potential consumers as quickly as possible. Care for an understandable transmission of information.
- Emotionality. Creation of a campaign that will attract the attention of the client with aesthetics, colors. Awakening the need to purchase.
- Accessibility. Open exit to any client, regardless of age, gender, place of residence and origin.
- Consistency. Implemented the set values and method of communication.
- Credibility. Maintain transparency and integrity in the conduct of activities.
The above mentioned elements are extremely important from the customer's point of view. So you have to
remember each of them and skillfully combine them. A UX designer needs to focus on
There are several necessary stages of work, which are:
- user research,
- creating accurate prototypes of digital solutions, which immediately indicate the direction of development in which to follow. The design can of course be illustrated on a sheet of paper, however, there are now many tools available for prototyping, speeding up and facilitating the work. They allow you to create a complete visualization of the solution,
- interaction design, create a description of how the site or application is used. It is necessary to create a road map on individual screens, as well as outline the solution in different visual styles,
- digital product testing,
- analysis of the solution, which illustrates the quality of its operation and will help to develop it.
Why is UX discovering such an important role in marketing?
UX experience is an indispensable support in building a group of users and customers.
Many of them approach the buying process very emotionally, perceiving products
whether services in a positive or negative way. If the experience of contact with
the product will leave a negative impression, the potential consumer will abandon the services on
the benefit of a solution that evoked positive feelings in him. Effective UX has an impact on
consumer interest, brand attachment and purchase decision.
Thoughtful and high-quality UX brings huge marketing benefits. Cause
to make pleasant purchases, increase the level of sales and win customers,
who will stay with the brand for longer. In addition, the optimal UX of the competition makes
the demanding consumer expects an increasingly better interaction experience, which is why it is necessary to
to look closely at the market and introduce innovative solutions, tailored to
current needs.
Interested in User Experience in Marketing and want to learn more?
Enter on our blog, where we systematically publish articles with a lot of valuable
knowledge of the relevance of business practices and the functioning of digital products.
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