Is UX Your Ticket to Marketing Success?
I recently saw an infographic put together by User Testing. It suggests there is a need for an investment in UX. It’s great to see more marketers are recognizing the need for UX. Personally, I agree with this infographic (and increased UX) for two key reasons.
1. Behavior is Shifting – Buyers are more mobile than ever.
We cannot deny or blindly refute the impact of mobile devices within our everyday lives. Tablets, Mobile phones, smart watches etc. are all capable of giving us information, quite literally, at the tip of our fingers. Information that drives potential consumers through the sales cycle. According to Google, people are searching more on mobile devices than on desktops – and that is just smartphones.
And really the point about a mobile device is just that. It is mobile. You have answers to a pertinent question by just asking your mobile device.
“Hey SIRI, when is Chipotle closing?”
“Okay Google, navigate to the closest Chipotle.”
75% of shoppers use their mobile devices in retail stores and 33% of those shoppers use their devices to make a purchase. Can users find your business or content on a mobile device? How quickly is your site being served up to a consumers’ tablet? How easy is the check-out process for your mobile e-commerce site?
What happens when you ignore this shift?
According to US News, companies such as Sears, Blockbuster and Yahoo failed to adapt to trends and paying for those strategic traps they fell into. The shift to mobile is obvious and ignoring that shift will certainly put your organization in the way of Blockbuster.
Imagine a consumer is looking for a specific article of clothing and had a limited amount of time. They know two different retail stores carry this article of clothing. One store knows that this article of clothing is a hot button item based on data they have been tracking and has placed this item at the very front of the their store. The second store does not necessarily change the location of their wares, so they placed this item with the rest at the back of the store. The consumer has gone to store #2 first because of brand recognition, and has now wasted their time looking for this article of clothing. You can imagine they would more than likely be visiting store A with more frequency than store B.
The same can be extrapolated for user experience online – especially the mobile users, who are using their mobile devices to quickly search for solutions.
89% of consumers purchased from a competitor following a poor customer experience. Investing in your UX, to keep up with consumer needs will show them that you care.
2. Investing in UX helps attracts customers and keep the base you already have
Investing in UX could help you achieve both new customer acquisition, and converting current customers into brand loyal, repeat business. Sometimes you have to do something as drastic as Hubspot, or learn some new UX Laws, but, ultimately, staying up to date on your consumer data and evolving your user experience will help customer retention and can attract new customers. It is, figuratively, telling your customers that you care about what is important to them and will evolve to satisfy their needs.
Good User Experience Just Makes Sense
User Experience is not limited to their experience on a mobile site or desktop site, it includes all access to an organizations assets, digital or otherwise. Today, that is mostly a digital presence. Email marketing, Mobile Responsive sites, Landing Pages, Social Media etc. Investing in a good UX plan could also help you unify your overall brand image. It goes beyond how easily your site can be navigated but also predicts user behavior on your site, anticipating their needs and presenting answers even before the question is asked. A user will appreciate the initiative.
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