Audiences and users of digital products have less time compared to the past. From the point of view of users, the ideal digital product is a product that answers their problems immediately and in a very short time.
From booking plane tickets to doctor appointments or even shopping malls, users have constant access to the Internet. This access is available anywhere, from work to home, bank, or shop. However, there is one common theme in all these online interactions: the quality of the user experience (UX).
Like the wheels of a bicycle, digital marketing and UX are essential to the success of a product. No matter how much budget is allocated to digital marketing or what innovative campaigns are designed, if the UX of the product is not dedicated to the practical and real solution to users’ problems, all these efforts will remain fruitless.
For this reason, UX is very important in digital marketing. In this context, the relationship between user experience and digital marketing is examined.
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What is user experience (UX) and what does it have to do with digital marketing?
In the world of digital marketing, UX or user experience refers to the overall experience a person has when using a digital product. It is the overall experience related to the product and the attitude that the user has towards that product.
One of the most critical aspects of user experience is helping the user find solutions to their problems. For example, a customer who wants to purchase on a store website expects to quickly see the product details and add it to their shopping cart. and make the payment process easy. If a business wants to stand out in the competition with other online stores, its products and the overall user experience of its website are of great importance.
Search engine optimization (SEO), Google advertising, pay-per-click (PPC) advertising, content management, email marketing, and social media advertising are extremely important in the world of digital marketing. But unfortunately, user experience or UX, as important as they are, is often not fully considered when creating digital marketing strategies.
Interesting statistics about the impact of UX on digital marketing
According to statistics:
- 70% of online businesses fail due to bad UX design.
- Almost 90% of Internet users leave a website because of bad design and never return.
- More than 50% of companies do UX testing.
- Almost 80% of people will immediately look for another site if they don’t like what they see on the site.
On the other hand, improving UX will bring the following to digital marketing and business:
- The return on investment (ROI) for user experience (UX) investments is 9900%. In other words, any amount of money invested in improving UX results in a return on investment equal to 9900% of the initial investment.
- Increase KPI by more than 80%. This means that the amount of KPI used in the business or project will improve by 80% compared to before.
- Increase website conversion rate up to 200%.
- 80% of Internet users are willing to pay extra for a great user experience.
UX is a concept beyond Usability
The concept of UX is a common term in the digital marketer community. However, it is often mistakenly limited to usability. Ease of use of the product is one of the basic parameters in the user experience. But for a product to stand out in a digital environment full of competition, it is necessary to examine the concept of UX more deeply.
A deeper look into UX design should see if a particular page or content properly addresses the specific needs of users. In general, in UX, user access to website information, optimized content and UX writing, loading speed, advertising management, purchase flow, personalization facilities, navigation, and easy access, as well as coordination of tone and brand identity, are the components that make up UX.
“Some people think design means how it looks. But of course, if you dig deeper, it’s really how it works” – Steve Jobs.
Why should UX be considered in digital marketing strategy?
The world of digital marketing and user experience interact in parallel. Let’s look at a few different aspects of digital marketing in detail and show why improving UX in these areas is valuable for digital marketers.
UX and SEO of the site
A successful SEO strategy allows the website to be displayed to the user on the search results page in the top positions of Google. Many factors and factors, including the use of keywords, internal and external linking, and high-quality content, are effective on-site SEO. But another very important factor that most SEO experts ignore is the structure of the site’s user experience. In one of its updates called “Google Page Experience”, Google has assigned a very high value to the elements of user experience for SEO.
User interface or UI
The user experience of a digital product is shaped by its user interface (UI). User interaction with different UI elements creates a great experience for the audience. From the design of the information structure, user navigation, Call To Action (CTA) buttons, search functionality, and various navigation facilities, to the design of various website features and contents, each of these factors is generally effective in the user experience. Persuading the user to take the next steps and create a suitable path in the purchase journey is of particular importance.
In publishing content on social networks, images, videos, and texts should be designed and optimized according to each platform so that the audience can easily communicate with the content.
Improved UX on mobile devices
Since 2011, with the increase in the use of mobile phones and the growth of social networks, mobile phones have become the leading choice for digital users. More than 96% of people use smartphones to access websites. Users ignore websites that are not optimized for mobile phones. Therefore, designing a suitable UX for different devices, including mobile, is very important.
Over the past several years, digital marketing has become more competitive. Using an approach based on user experience allows companies and marketers to monitor their audience more closely and consider their problems and needs. This has made user experience a central part of digital marketing strategy.
Knowing the personality of the audience, conducting user tests, creating a user roadmap, content strategy, and providing an outstanding visual experience; All are examples of this approach that companies should consider in their marketing strategies. For this reason, user experience should be used as an important and basic foundation in digital marketing strategy.