Digital marketing has become a cornerstone of everyday life and commerce, but success depends on providing a strikingly positive user experience (UX). From Tik-Tok to Amazon and beyond, the digital space has permanently changed the way we interact with the world, which makes optimizing user experience for online traffic, sales, and building a client list especially important.
What is user experience?
User experience, or UX, refers to the overall experience of a consumer using digital media — like navigating a website. This includes everything from visual design, practicality, ease of use, navigation, and responsiveness. The ultimate goal of UX is to create an enjoyable experience for consumers that encourages them to engage with the media and take specific actions, such as buying a product, subscribing to a service, etc.
Why is UX vital to digital marketing?
Digital marketing is deeply reliant on providing an optimal UX when potential customers visit your site or online store. Think about it. When you don’t have a brick-and-mortar storefront or similar physical presence, the virtual experience becomes king.
The digital experience visitors have when interacting with your brand must encourage active engagement and return visits. Building a robust flow of high value website traffic requires a strong and positive UX, updated design, dynamic as well as static content.
A well designed website — the digital version of a physical office or store — is the first step, but it’s only one of many elements that work synergistically to provide customers with a great experience. Great UX compels customers to return and influence others. One could reasonably say that UX can make or break a business in the digital space.
Working with an experienced, proven digital marketing agency will ensure that your online assets provide the best possible elements for driving positive UX, including:
Increased Website Traffic. Optimized UX increases website traffic because it encourages first time users to return, and keyword optimization can improve a website’s search engine metrics. Search engines also prioritize popular high traffic sites for a given query, so having first time users return will also boost search metrics by providing more consistent traffic for the website.
Authentic Engagement. Success Authentic engagement drives success in the digital space. What fuels customer engagement? User experience is the fuel. Uin our digital world is an engagement based platform, whether its e-commerce or social media marketing, digital media needs consistent engagement to succeed. Good UX design helps create streamlined processes that allow users to quickly engage with the media and guides them to desired actions such as buying a product from an e-commerce site.
Increased Conversion Rate. Great UX boosts conversions by making the experience fast and simple for the user, moving them quickly and accurately to the desired action without losing their attention. Seamless UX can also decrease bounce rates, which is the rate at which users leave a website without completing a desired action or viewing more than one page.
Brand Loyalty. Positive UX increases brand loyalty by creating a seamless, enjoyable experience for first time users that encourages them to return and form a connection with your brand. This will lead to increased sales, web traffic, word-of-mouth recommendations, and positive reputation.
Businesses need digital marketing to remain viable today. A strong, well-developed online presence separates successful businesses from failed ones. Optimized user experience draws the line between stellar user engagement and the dreaded high bounce rate, which degrades online reputation and brand awareness.
Your customers hold the keys to success. Give them a memorable user experience that keeps them buzzing about your brand and returning for more. Cha-Ching!
For a no obligation, free consultation about how we can help you take your digital marketing campaigns and virtual space to the next level, reach out to us today!