Consumers today are informed, savvy, and time-pressed, and they expect their demands to be met quickly.
People use the internet for a number of purposes, whether it’s to shop, book flights, check in with pals, or simply look for information, whether they’re at a desk, on the bus, or in a bank line. All of these online functions have one thing in common: the quality of a person’s online experience has a significant impact.
The simplicity with which a consumer may search, access, evaluate, or buy items and services is an important aspect of that experience. User experience (UX) is critical to a company’s success and, in many cases, survival if it wants to attract and convert attention into income.
UX is sometimes disregarded when it comes to establishing and implementing new digital marketing tactics. In fact, just 55 percent of firms are now conducting user experience testing, which is astounding given that 74 percent of visitors will return to a website if the UX is mobile-friendly.
A user-friendly website with fluid navigation, a clear purchasing process, dynamic and digestible content, top-notch customer service, and mobile device compatibility is the ultimate online consumer trip. A business may build a digital environment that makes a brand stand out from the crowd by integrating these aspects. So, why do so many businesses overlook UX when it comes to client engagement?
People’s online viewing, buying, and connecting habits have all changed as a result of the surge in smartphone usage. With a 504% increase in media consumption since 2011, the desktop is becoming a less popular touchpoint for a growing percentage of digital users.
Because mobile is so embedded in today’s consumer’s mind, mobile users are far more likely to quit a website if it isn’t properly optimized for their phone—and if you’re a business, this might result in a big loss of conversions or even damage your brand’s reputation.
What’s more worrying is that 52 percent of users reported a poor mobile experience made them less likely to engage with a company—and with 60 percent of searches now being conducted on mobile devices, UX is a reality that can not be overlooked.
Although mobile is the dominant force in today’s world, this does not rule out the importance of the desktop. Because the bulk of e-commerce transactions still take place on a computer, a multi-platform approach that is well-balanced is critical to a successful buyer’s journey. Despite this, many marketers and companies continue to prioritize the desktop, which is out of step with current customer behaviour.
While many marketers dismiss user experience as a fad, this is far from the fact. In reality, the industry’s most successful marketers will tell you that user experience is critical to aiding conversions and assisting you in becoming that gleaming needle in a massive (and highly oversubscribed) digital haystack.
“Confusion and clutter are the failures of design, not the qualities of information,” says American statistician and professor Edward Tufte. This is true of UX in general, and being clear, succinct, and accessible to your target audience is one of the best ways to stand out online. There will be no compromises.
While usability is an important part of the user experience, it is only one part of the puzzle because it focuses on the surface, whereas UX looks deeper into whether a page or piece of information will meet a person’s specific needs. User experience, as a concept, influences how a company communicates with its clients and effectively conveys the message it wants to express.
Content is Vital to User Experience
Publishing interesting content that provides direct value is one of the best methods to communicate a message to your audience. 82 percent of people enjoy reading relevant information from company blogs, according to Quick Sprout.
A successful user experience requires well-crafted digital material that is optimized for search engines. Not only can SEO-friendly copy help your website rank well for relevant search terms on Google, but it will also provide a quick and informative solution to a customer’s issue or enquiry. Instead of website desertion, this strategy will result in conversions.
While it may seem self-evident for online businesses to create search-engine-optimized, interesting, and consumer-focused content, it is frequently disregarded – don’t make the same mistake.
It’s always best to develop a good content strategy from the ground up if you want to see incredible results. A good content marketing model has five layers, which are as follows:
1. SEO: Search engine optimization (SEO): If your site isn’t optimized for search engines, your target clients will never find you.
2. User experience (UX): This is where UX comes in. You’re probably aware of its significance by now, but let’s put it in context. When given 15 minutes to absorb content, two-thirds of people would prefer to read something elegantly designed than something basic, according to a critical 2015 study by Adobe. That’s simply one part of the total user experience jigsaw.
3. Content strategy: Once your site is SEO optimized and your UX is flawless, you can use analytics like visitor counts and bounce rate to build your content to fit the demands of your target audience and start seeing the results you want.
4. Content creation: Now that you’ve established a strategy, it’s time to get down to business—creating content. So, update current content, write new blog pieces, and make sure everything is digitally prepared.
5. Content distribution: Now that you’ve generated the best dynamic content possible, it’s time to start promoting it. Use your various social media networks and any other glistening connections you may have to share it with the proper people.
As user experience is the second step in a robust content strategy, it has to be done right. Otherwise, the whole strategy will come toppling down before it’s even taken off.
ALSO READ: Basics of Content Marketing Strategy
Apple pledged to improve its user experience in light of how congested the smartphone and mobile device market has gotten. Following a growth slowdown in 2016, the software behemoth began tying up threads and pushing its platforms even closer together in an effort to provide a unified experience across all of its platforms and boost its business.
Not only did Apple improve its already popular portable desktop—the now ubiquitous iCloud—but it also gave third-party developers access to its digital assistant, Siri.
Furthermore, Apple’s latest software, iOS 14 (the company’s biggest update ever), has radically redesigned the smartphone user experience with highly customizable home screen capabilities, interactive app widgets, and self-organizing features. A testament to Apple’s unwavering devotion to user experience and a major contributor to the company’s continued success.
Apple’s foresight demonstrates exactly how important user experience is to today’s consumers. In this fast-changing environment, any brand that does not constantly improve how it interacts with customers will fade away.
The Rise of Visual Search
Visual search, once a speck on the horizon, is now an intrinsic part of the user experience. Blippar, for example, is taking user experience to a whole new level with its intuitive form of brand engagement, with the goal of getting people to use it for visual search rather than Google—and it appears to be a potential target.
According to Clark Boyd, who filmed a visual search webinar with DMI, 62% of Millennials prefer visual search to any other eCommerce technology, and 34% of Google searches already return image results. Marketers must keep up with technological advancements and changing consumer demands. Humans are intuitive beings, and it appears that visual search will cater to our ever-increasing need for rapid gratification in an increasingly hectic society.
For competitive enterprises, user experience is not an optional luxury. Time, money, and resources must be invested to give user experience the attention it deserves, which also entails learning the necessary skills.