Consumers of today seek immediate delivery of their requirements since they are smart, clever, and time-starved.
People like using the internet for a number of purposes, whether they are shopping, booking flights, checking in with pals, or simply looking up information, whether they are at a desk, on a bus, or in a bank line. The effectiveness of a person’s online experience has a significant impact on all of these different online functions, which have one thing in common.
The simplicity with which a consumer may search, access, evaluate, or purchase goods and services is a crucial component of that experience. User experience (UX) is essential for organizations that want to draw customers and turn that interest into profits, and in many situations, it’s even vital for survival.
UX is frequently disregarded when creating and implementing digital marketing tactics. When you consider that 74% of consumers will visit a website again if its user experience is optimized for mobile, it’s astounding that just 55% of firms are actively engaged in user experience testing.
A user-friendly website that combines frictionless navigation, a clear purchasing process, dynamic and digestible content, first-rate customer care, and mobile device compatibility creates the ultimate online consumer journey. A company can build a digital environment that can help a brand stand out from the competition by fusing these aspects together. Why then do businesses frequently overlook UX when it comes to interacting with customers?
Experience with Users in a Mobile World
The increased use of smartphones has altered how people browse, shop, and connect online. A growing percentage of internet users are moving away from the desktop as their preferred touchpoint due to the 504% increase in media consumption since 2011.
Today’s consumers are so accustomed to using their phones that if a website isn’t properly optimized for them, mobile users are much more likely to leave it. If you run a business, this could result in a big loss of conversions or even harm your brand’s reputation.
Usability Is Only One Aspect of User Experience
Although many marketers dismiss user experience as a trendy industry term, this is untrue. In reality, the most effective marketers in the field will tell you that enhancing user experience is essential for boosting conversion rates and making it easier for you to stand out in a colossal (and overwhelmingly crowded) digital haystack.
Professor and statistician Edward Tufte from the United States claims that “confusion and clutter are the failure of design, not the qualities of information.” This is true of UX as a whole, and being clear, succinct, and approachable to your target audience is one of the best ways to stand out from the competition online. No giving in.
The User Experience Relies on Content
Publishing compelling content that also provides immediate value is one of the finest methods to reach your audience. In fact, 82% of individuals prefer reading pertinent content from business blogs, according to Quick Sprout.
A successful user experience is mostly dependent on well-written digital material that is search engine optimized. In addition to helping your website rank well for relevant search terms on Google, SEO-friendly text will instantly provide the customer with an educational response to a question or enquiry. Ultimately, this strategy will lead to conversions rather than website abandonment.
The Five Tiers of Content Marketing and How UX Fits In
It’s always ideal to develop a content strategy from the ground up if you want it to be effective and provide amazing results. A good content marketing model from digital marketing agency has five layers, which are as follows:
- Search engine optimization (SEO): This is crucial since without it, your target audience won’t ever find you online.
- User experience: Here, UX enters the picture. You are probably well aware of how important it is, but let’s put it in context. When given 15 minutes to consume content, two-thirds of people would prefer read something nicely designed than something basic, according to a significant 2015 study by Adobe.
- Content strategy: The roadmap for your business, as once your website is SEO-optimized and offers a top-notch user experience, you can use data like visitor counts and bounce rates to tailor your content to your target audience’s needs and start seeing the results you want.
- Content creation: Now that you have a plan in place, it’s time to get to the exciting part: making content. So, make sure each piece is prepared for digital consumption and update any outdated information as well as produce fresh blog posts.
Apple’s Redesign of the User Experience
Apple promised to improve its user experience after recognizing how congested the market for smartphones and other mobile devices has grown. The software behemoth started tying up loose ends and pushing its platforms even closer together in an effort to create a seamless experience across all of its platforms and expand its company after growth decreased in 2016.
Along with enhancing its already popular portable desktop, the now-ubiquitous iCloud, Apple also made Siri’s voice-activated features available to outside developers.
Growing Visual Search
Visual search, once a lone star on the horizon, is now a crucial component of the user interface. For instance, the augmented reality-style software Blippar is pushing the boundaries of user experience with its natural brand engagement. It aims to replace Google’s search function with visual search, and it looks like a logical target.
62% of Millennials prefer visual search over any other eCommerce technology, and 34% of Google searches already return image results, according to Clark Boyd, who recorded a webinar on the topic with DMI.