“No product is an island. A product is more than the product. It is a cohesive, integrated set of experiences. – Don Norman
One of the most effective ways companies can differentiate themselves from competitors is not through pricing strategies or product innovation, but through a unique and seamless user experience. The user experience begins from the moment a customer first encounters a product or service and continues through the journey of acquiring, using, and maintaining a product. Whether through online banking, scheduling an appointment, or searching for local services, user experience is an essential component in the creation and execution of digital marketing strategies.
User Experience (UX) Design is the process designers use to create this seamless experience. It is user-centric and relies on a deep understanding of a customer - what motivates them, what their values are, their limitations, and more. By thinking like the customer, companies can deliver an experience that builds and maintains a loyal customer base and sets them apart from competitors.
There are several reasons to incorporate UX design as part of your digital marketing strategy.
52% of users said a bad mobile experience made them less likely to engage with a company. In contrast, an aesthetically-pleasing website that is simple and delivers not only on the need of the customer, but provides a well-rounded user experience can keep a customer returning to your website. A good user experience creates trust and perception of reliability.
Higher Conversion Rates
When users first interact with your brand, whether through a paid advertisement, social media post, or website, their experience with and the usability of your website can determine whether or not a customer makes a purchase, schedules an appointment, or calls for services. A seamless navigation and clearly defined purchasing journey are key components of a website, along with strong, engaging copy that clearly communicates the value of your product. Every element of your website should serve a purpose and function properly.
Lower Bounce Rates
If your website does not live up to expectations, is not properly optimized for mobile, or is not functioning properly, your users will go elsewhere. 79% of users admit to searching another site if the one they landed on does not live up to expectations. Ensuring a seamless user experience can ensure that when potential customers find your brand, they stay.
Differentiate From Other Brands
In a saturated market, what sets your brand apart from a competitor is the experience you give your customer in the process of fulfilling their needs. What makes your company different is the story you create around your product or service and consequently, the way people perceive your brand. All aspects of your brand should clearly communicate the value of your product.
It is estimated that for every dollar invested in UX, it is possible to achieve a return of 0-100 dollars. As you differentiate yourself from competitors and gain loyal customers, higher conversions and increased revenue will naturally follow. Start off on the right foot by investing in UX from the beginning, and you will thank yourself later.