➤ What is user experience?

Introduction

Online marketers should be aware that user experience (UX) is one of the key factors in helping to create a strong and differentiated brand in their industry.

Knowing the basics of user experience, its implications for a company’s digital products, such as websites and web applications, within an online marketing strategy is necessary for working with UX professionals, usability teams, web developers and designers.

In this article, we will explore the importance of user experience and how online marketers can maximize it to get the best results.

We will learn about the different aspects of user experience, from usability and accessibility to design and navigation. We will also look at some useful tools that online marketers can use to improve the user experience.

¿What is user experience and how does it influence online marketing?

User experience (UX) is a discipline that is responsible for improving the quality of user interaction with a product or service through the optimization of processes and the creation of a satisfactory user experience.

To achieve a high quality user experience, it is necessary to meet the customer’s needs as closely as possible, without complications or problems. True user experience goes beyond delivering what the customer wants; it involves a seamless fusion of various disciplines, such as engineering, marketing, psychology, graphic and product design, as well as interface design.

These techniques should ensure that the product is pleasant to use and to own. It is necessary to differentiate between user experience, which is a broader concept than usability, referring to the quality of the User Interface (UI), i.e. whether the system is easy to learn, efficient and pleasant to use.

Today, online marketing is an integral part of many companies’ marketing strategy. This is because online marketing offers advertisers and businesses the opportunity to reach a global audience and achieve measurable results.

But in order to improve online marketing strategies and achieve objectives, advertisers must take into consideration the user experience (UX).

User experience is fundamental to the success of online marketing. This is because the principle of UX is the interaction between a user and a product, and online marketing is the medium that advertisers and businesses use to connect with their users.

Elements of User Experience in online marketing

In the context of online marketing, user experience is a critical aspect of a successful marketing strategy. The elements used in online marketing strategies must be designed in a way that satisfies the needs and interests of the user and at the same time helps to achieve the marketing objectives of the business.

In an online marketing strategy, there are key elements that need to be taken into account to improve the UX. These range from web design, through content to conversion and customer loyalty.

Therefore, a good UX should consider information architecture, user interface design, content, usability, technical SEO principles and website navigability. In this way, we can have an impact on improving the user experience when navigating the website and app, improving the relationship that users have with our company.

In addition, user experience can also help improve the effectiveness of PPC, email marketing and social media advertising by helping to improve the user experience of digital interactions with the brand.

Web design is a key factor in improving the user experience. It should be intuitive and easy for users to navigate. Advertisers should ensure that their website is compatible with mobile devices, as most consumers use their smartphones to browse the Internet.

In addition, content is another element to improve the UX. Content should be interesting, relevant and useful to users. Advertisers can make use of content marketing to generate high quality content related to products and services that users find useful and valuable.

Finally, conversion is an element and the end of any online marketing strategy. Our website must be designed under a user experience focused on conversion, so that users feel the need to make a purchase. This means simplifying the buying process, making the website easy to navigate and with relevant and useful copy that responds to the users’ needs.

Factors influencing user experience in digital marketing

To offer prospects and customers an intuitive, reliable, fast and engaging user experience, you need to know your users inside out, understanding their needs, values, skills and limitations, as well as their business goals and objectives. UX best practices improve the quality of user interactions with your product or service, and there are many ways to improve the UX of your website.

Marketers have an important responsibility to help UX designers create customer- centric digital products. The partnership between marketers and UX designers includes generating buyer personas, conducting user testing and building a customer journey.

These steps provide a better understanding of the tastes and pain points of the target customer segment, helping designers to create more effective UX designs. Marketers contribute to UX design by providing real information about consumer behavior and needs.

Some of the factors to take into consideration when designing a website:

Effective use of white space.
Web speed optimisation (WPO)
Use of attractive calls to action.
Segmentation of information in different sections of the website.
Prudent use of images.
Inclusion of well-designed and well-written headlines.
Consistency in design throughout the website.
404 error detection and responsiveness.
Responsive design for mobile devices

These are just a few ways to improve the user experience of the website, so that users have an intuitive, reliable, fast and engaging experience.

Techniques to improve user experience in online marketing

UX improvement techniques seek solutions by analyzing and optimizing the user experience of a website. These tools offer a variety of features that help to understand user behavior and patterns.

These functions that marketers can use within their strategies include:

Heat maps. They graphically represent user behavior with colors that indicate the intensity of user engagement in different sections of the website. In this way we can analyze and measure the actions and elements of the website.
Analysis of forms and other contact elements, such as chatbots within the website.
Conduct targeted and customized surveys for users.
Conversion funnels to identify the pages where most visitors decide to leave the website.
Analysis of the performance and speed of the website.

The use of these techniques to measure user experience is an excellent option to improve the online marketing strategy, analyze and measure the actions we carry out to improve online positioning, increase web traffic and conversions.

Bottom line

The user experience is an important part of the success of a digital product or service and

must be integrated into the online marketing strategy.

UX professionals work to understand user needs and design better websites and apps. Online marketers must leverage the user experience to improve the performance of the website and the interactions users have with the brand.

In online marketing strategy, user experience professionals help designers and developers to create quality websites and apps that are intuitive, easy to use and as satisfying as possible for users.

UX also has an impact on SEO, as it is one of the ranking factors for search engines, so websites with a good user experience will be eligible for higher rankings.

To improve the user experience in online marketing strategies it is necessary to use available techniques and tools, such as user research, mockup and wireframe design, as well as measuring user experience actions such as surveys to ensure that our web and mobile applications are as accessible and satisfying to users as possible and have a positive impact on the business.