Did you know that an alarming 52% of users confess that a bad experience with regards to a mobile site makes them less willing to engage with that source company? Further, 79% of users said that they switch to finding another site when the one they landed on fails to serve their purpose. Thus, an ideal journey of an online user comprises effortless navigation, a seamless purchasing process, appealing visuals, a friendly support system, and device compatibility. This ‘ideal journey’ is what is referred to as a positive user experience (UX). It is indeed unfortunate when digital marketers display such low regard for UX while engaging with customers.
User Experience isn’t just InterfacesMany are mistaken to believe that good user experience can be achieved by creating an attractive interface. Yes, a gorgeous interface is always welcome but will fall flat if it doesn’t end up helping the user accomplish his goal. User experience covers the entire spectrum between users and technology and is centered on enhancing that relationship. With the increasing dominance of technology and digital experiences, the design and outcome of this relationship is gaining a life of its own. Here are a few pointers to consider to ensure that your marketing communication meets UX expectations. Usable: Your communication – be it in the form of a social post, advertisement, blog, or a microsite – must be easy to use. The learning curve a user must go through should be brief and sans barriers. Useful: Any communication you make must fulfill a need on the user’s part. If your communication fails to do so, it has no business being out there in the world. Desirable: Your communication has to be visually pleasing, easy to comprehend, and prompt the user to retain his focus well enough to complete the goal. Findable: The structure of your microsite or ad must be such that the user finds it easy to navigate and find whatever they are looking for. Accessible: The flow of your communication should be such that all your intended users find it easy to understand. Credible: The content and visuals used by you have to be a true representation of what you’re trying to sell. As marketers, it is natural to concentrate on how your product or service motivates a customer to a specific before-state to the desired after-state. There are several ways to do this:
- Improve targeting. Your message ought to be visible to the right person at the right time.
- Make an offer they cannot resist 🙂
- Make sure to present that offer clearly, concisely, and persuasively.