UX isn’t just a component of your branding. It’s a gateway for customers, and for this reason, you should make sure that you are putting a prime focus on it when it comes to your marketing campaigns. Enhancing customer experience is a key driver of success. ESPN implemented customer feedback for their website design and saw a huge 35% increase in revenue. With subpar usability putting up to 70% of businesses at risk, it’s a principle that should not only be embraced across your business but across your marketing too
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The Link Between UX and Marketing
UX teams need to understand the purpose of marketing, which includes promoting products, engaging customers and understanding the market. It doesn’t matter how seamless your site UX is, because if your marketing isn’t providing a good user experience, you’ll lose out.
On the flip side, well-organized marketing, like this new customer promotions page from Betfair will attract customers and turn them into loyal advocates for your brand. The example lists bonuses, with clear links to finding the terms and conditions. There are convenient buttons to claim each offer, ensuring that people can find what they need when they need it.
Marketing pages like this can be integrated into your site’s design, rather than being presented in the form of pop-ups. Even though marketers tend to be driven by goals, and UX designers are driven by user satisfaction, combining both elements is the best way to ensure positive business growth.
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UX is Foundational to All Marketing Efforts
Integrating UX design and marketing strategies ensures that all visual elements and branding work well with each other. If you have a marketing campaign that runs completely separate from your brand, then your marketing message may not align with the experience you provide. UX designers need to collaborate with marketers to ensure that imagery, typography, color schemes and design elements resonate with the target audience. Click-bait ads for a financial site wouldn’t go down well, nor would an advertisement that tries to instantly convert every person on a site that sells luxurious cars.
Pop-ups are also a major issue in terms of UX. A lot of brands use pop-ups for newsletter sign-ups, in an attempt to get emails for marketing purposes. Most of the time, these aren’t successful, as they interrupt the UX without providing value. Offering a discount in exchange for an email address can be a good solution, but not if a customer isn’t ready to purchase from you yet, for example, if they’re new to your site and don’t know what you offer.
All in all, UX starts way before someone visits your website, and your marketing should always convey the message of your brand. By focusing on your user journey and the experience they are having with your brand, you can make sure that you are providing them with consistency. This is the foundation on which trust is built, so for this reason, you need to make sure that you focus on the experience people are having with your marketing campaigns, as well as your website and sales funnel.