Today’s world demand work to be done efficiently and immediately and people rely on digital products to solve these problems. For every minor task be it at their workplace desk, at home, at the bank, or in a store, for a variety of reasons ranging from reserving a flight to scheduling a medical appointment internet is necessary and to make it a quality user experience is required.
UX, or User Experience, is a user-centered design that focuses on the requirements and expectations of the user while creating the interface through which a user interacts with a product. In simple words, it helps the user solve its problem by identifying a solution at a fast pace.
In digital marketing, user experience (UX) refers to the overall experience that a person has while consuming or utilizing a product. It is the overall experience that a user associates with the product as well as the attitude that the user develops towards the product.
The most recent UX Statistics show that
- 70% of internet businesses fail due to poor user experience.
- Almost 90% of internet users are less inclined to return to websites that have poor user experience.
- 90% of users will abandon a website due to poor design.
- A little more than half of businesses perform UX testing.
- If they don’t like what they see on the first site, nearly 80% of people will go to another.
When UX is improved, however, it results in
- The return on investment for UX investments is 9,900%.
- KPIs have been increased by more than 80%.
- Conversion rates on websites can be increased by up to 200%.
- 80% of internet users would be willing to pay more for a better user experience.
- Over 80% of consumers believe that a consistent experience across devices is important.
The Importance of User Experience (UX) in Digital Marketing
- User Experience is necessary: While usability or ease of use is a crucial component of UX, in order for a product to stand out in the crowded digital arena, UX delves further to determine whether a page or specific content can meet the user’s specific needs. Access to information on a website, content readability, loading speed, ad placements, purchase procedure, personalization of content, ease of accessibility and navigability, brand tone and voice are some essential criteria that influence a user’s experience.
- UX drives SEO: A successful search engine optimisation strategy will present the user with the most relevant search results that match the searcher’s intent. While it is crucial to include relevant keywords, backlinks, and on-page optimisation, providing an immersive user experience is critical and works hand in hand with SEO. Users will leave your website if the page speed of the landing page where the content is presented is slow. As a result, measures like session duration and bounce rates are directly tied to user experience. Google’s recent Page Experience improvement is proof that UX is becoming increasingly important in SEO.
- The User Interface (UI): is how a user interacts with a digital product. Every part of a digital product’s UI impacts the UX; prompting the consumer what to do next and moving them in their buyer’s journey. This includes the information architecture, navigation, Call To Action buttons, search function, and every single piece of content & feature on a website.
- Increasing mobile experience: Approximately 96% of smartphone users have encountered websites that are not mobile-friendly. A mobile-friendly website is used by 60% of users to acquire a product or service, and a site without an optimized mobile version that meets the user’s expectations is used by 40% of users. The data presented above is sufficient to optimise the user experience and design marketing plans for many devices with varied screen types, not just one.
The digital marketing scene has become increasingly competitive in recent years. A user experience-centered approach allows businesses and marketers to keep their attention on the end users and their concerns. This necessitates the incorporation of User Experience into the Digital marketing plan, which adds value to any marketing approach.