Why UX Design Should be a Priority in Digital Marketing
October, 16 2023
What Is UX Design?
UX stands for “user experience” and is defined as a user’s journey when interacting with a product or service. UX design is the process of designing a product or service (often a website) with the user’s experience and needs in mind.
It may seem that UX design only applies to the creation of a website but the reality is that a digital marketing campaign can be impacted by the success or failure of a user’s overall experience with the product or service’s website. A Google Search or Meta ad may be perfectly designed and targeted, but if the user lands on a poorly designed website after clicking on the ad, they’re not likely to convert.
How UX Design and Digital Marketing Intersect
During the digital marketing sales funnel, digital advertising serves as the “lead generation” tool, generating awareness through content marketing, SEO, social media, paid advertising and public relations. The goal of digital marketing is to direct the leads garnered from the campaign to a client’s website and generate conversions in the form of website traffic, contact form submissions, adds to cart, and sales. If users spend less than 1 minute on the landing page, the functionality of the site might be to blame. This is where the importance of proper UX research and design comes into play.
To improve the number of website conversions, a UX designer may conduct a survey to gather information directly from the users about their experience on the site and it’s accessibility. UX research can also evaluate the site for accessibility among the visually impaired, mobile responsiveness, and how easily the site is to navigate across devices, funnel pathways and consistency in branding. Based upon their research, the UX designer would then revise the site or landing page design to address any issues found that negatively impact the user experience and may impede their path to the desired conversion action.
Solutions could include:
- Reducing the number of fields within a form to reduce time spent typing information
- Easy to navigate website navigation
- Implementing Apple Pay or quick transaction methods
- Strong CTAs within buttons
- Easy to navigate mobile designs – buttons are located in places the thumb can reach when holding a mobile device
- Lead gen forms located above the fold
- And so much more!
Thoughtful UX Design improves digital marketing campaign performance and conversions!
The Importance of Refinement and Optimization
Enhancing a customer’s journey leads to a positive impact on conversion rates and a greater likelihood of returning customers. As marketing continues to evolve, it is essential to continually evaluate your existing landing page or website for refinement opportunities and optimizations. This could include analyzing the bounce rate and abandonment rate during each digital campaign.
At Noisy Trumpet, we look holistically at each campaign to ensure that all necessary recommendations are made to improve performance and ensure that your advertising dollars are never wasted. Our team specializes in all areas of digital advertising and website design & development and is ready to help take your campaign to the next level.
Visit our website to learn more about UX Design and Noisy Trumpet’s digital advertising capabilities.
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