User experience, also referred to as UX, is a vital piece of the digital marketing puzzle in today’s rapidly moving mobile and technological society. UX is more than merely entertaining our online audience ensuring speed, ease of use and operation, it should encompass our entire business, brand, product and services.
It is interesting to note here that statistics show website bounce rates rise to 100% if a page takes longer than four seconds to load, and that figure rises to 150% for eight seconds or more. Ironically, a survey of Fortune 500 companies show their average loading time is 6.5 seconds. It would appear as though even powerhouse companies are ignoring some obvious concepts of connecting with their internet audience and delivering the best experience.
While speed is one important aspect of both website design and UX, there are many other aspects of how well your business work when it comes to connecting with consumers. In our ever-expanding digital age, the focus on user experience is also influenced by rising mobile trends, email marketing, and content strategies.
To encourage better user experiences, let’s look at these three key concepts:
#1 – BE CLEAR & CONCISE
Considering that today’s consumers, internet users, mobile and otherwise, are bombarded with a seemingly unending amount of online content, it is important to connect with them quickly and more efficiently. For example, the use of visuals, pictures, slideshows and especially videos, will capture more attention, reduce text and diminish content clutter.
Many believe that UX is all about fancy interfaces and beautifully designed websites, but at its core, often user experience comes down to better connecting customers through the use of technology. Concepts like the internet of things and wearable technology are not only changing screen sizes, but is also challenging the overall concept of user experience.
#2 – CONNECT WITH CONSUMERS
Considering the tremendous popularity of social media, it is important to make an emotional connection with consumers. People are interested in more than your products and services, and they will connect with your business on other levels, such as shared interests. Take a look at this list of the top ten most popular topics on social media from 2014:
- The FiFA World Cup
- Ebola Outbreak
- Brazilian Elections
- The Death of Robin Williams
- The ALS Ice Bucket Challenge
- The Gaza Conflict
- Malaysian Airlines
- Super Bowl
- Michael Brown, Ferguson IL
- The Sochi Olympics
Whether it’s sports, politics, charity or even the loss of a beloved celebrity, see what’s trending, join topics that people are discussing and engage with sharing in consumer’s experiences.
#3 – DRIVEN BY DESIGN
It is said that marketing is making people want things and design is making things that people want. On a fundamental level, UX is driven by design to deliver the best possible experience for the customer. This design should guide the consumer through the entire process, whether it is shopping in a brick-and-mortar storefront or making a purchase online, this process should be seamless and shouldn’t require too much effort or thought.
By no means do these three items cover the vast topic of overall user experience and customer satisfaction, but it is definitely a good place to start. UX is not just a part of marketing, it is connecting better with consumers and marketing at its best.