UX and Marketing.

What is the Importance of User Experience in Digital Marketing?

We’re going to look at some UX design principles and basically what role it plays in digital marketing. Creating a user-centric experience of the tagline that we’ve used fancy tagline. So let’s look at a few things, What does good user experience and versus bad user experience? Some very good examples of bad user experience will be my slide design. 

What is a good user experience?

We’re going to look at some examples.

I suppose from a user experience point of view it’s about happy and satisfied users people that are using websites or social media.

But particularly web sites and mobile applications that the users have happy and good experience of this platform that they’re using.

In digital marketing and web marketing, we are supposed to know the importance of the attention economy.

And we are trying to grab the attention of the user and indeed the negative effects or the opposite.

We know that the average user gives you very little time.

They’ll come to your website and they may give you 5 or 10 seconds of a quick browse.

And if you’re not pressing all the right buttons, or doing all the right things very quickly.

They’re going to leave your website and move on to find something that’s more user-centered or more pleasurable experience or satisfying experience.

Important Terms that we Would Use in User Experience.

User experiences:

The overall satisfaction a user gets from interacting with a website our digital tool. 

That’s important for someone in marketing or digital marketing because this your customer is going to stay on the website or not.

User experience design is about using proven design principles and content techniques to ensure the best user experience.

People like to look at familiar things, not to look at something completely different and hard to understand straight away.

These design principles are based around an enjoyable or satisfactory experience from the website.

And indeed keeping them that attention economy that we’re talking about keeping the users’ attention so that’s a user experience design.

User-centered:

User-centered design (UCD) is a theory, philosophy, and application of involving the user in the design process of computer software,

“The user is the focus of design” is a method widely used in large companies and starts from the analysis of user needs.

And then at each stage, several sessions are prepared to take Users’ opinions and analysis, ensuring that the product offers convenience.

In marketing, we often say the customer is always right.

And where the customer should come first and user-centered marketing and user-centered design it would be the same boat.

The user-centered design techniques that are  used at the minute might be a be testing  where you have two different home pages.

Or landing pages for the same website for the same purpose and then  comparing both of those websites to see  which is preferred of  the user.

Usability:

Is a term referring to the ease of use of devices or systems to achieve a particular goal.

Usability also means ways to measure usability and study the principles behind the efficiency or elegance of those devices or systems.

So user usability is how slick a digital product is or how user-friendly it is.

Two Types of Online User Experience.

NOTE: There are a lot more but these are just two things that your online user experience can focus on.

The Functional User Experiences. 

It is functionally easy to use and straightforward. 

They can complete tasks easily and everything works and this should be presented on a good website or mobile app. 

Functionality indicates whether the design works and helps users achieve their goals and needs. From products like chairs or tables to designs like books or web interfaces, functionality varies but is everywhere.

Creative User Experience.

It is harder to define that “WOW” factor Creativity means making it easier for users to do actions in an operation,

As well as turning their actions towards certain issues.

The creative process involves revealing the needs of the users however,

The operation may not be suitable if user experience designers don’t consider the requirements of possible users.

We will look at different principles that help achieve both functional user experience and creative user experience.

Six things that make a good user experience.

Findability.

It is the ease with which information on a website can be found, both from outside the website (using search engines and the like) and by users earlier on the website.

Can I find it easily does it appear in search engine result pages and/or an SEO?

It is very important for a user experience.

The user doesn’t want to have to go looking for your website too hard.

Sometimes they might just type in two keywords into the search bar on Google.

Sometimes they might know half of your name and then relate you to something else.

But we should try and make our website or our digital platform is as findable as possible using all the search engines.

It’s the first user experience, they have to find you and if it’s difficult to be found,

You’re already as a user not overly satisfied and indeed that attention economy could be dragged away to a competitor or someone else that has the good kind ability.

Thinking of what your keywords are,

What would people search when they’re looking for your website or product?

If you’re an e-commerce website selling sports equipment, how well does your website perform when you type in sports equipment to Google or Bing, or Yahoo?

And so these are things that we as digital marketers need to focus on

Indeed, we can improve ourselves!

All you have to do is to practice SEO search engine that we do in the website that helps optimize where we appear in search engines 

So findability is one of the first things that will make a good user experience.

Accessibility.

Accessibility contributes to a good user experience does it work on my phone tablet desktop and what are the speeds and of course, you all know now from using these different platforms and devices that most websites it’s nearly excusable for a website not to be responsive to a phone or a tablet.

But you’d be surprised that some websites still aren’t as responsive as they are supposed to be.

We must consider these things because if it just doesn’t look good in the forum you’re going to lose the attention of your customer and after they go to a competitor, it’s apocalyptic.

Here are some of the many ways to increase your page speed
  • Enable compression
  • Minify CSS, JavaScript, and HTML
  • Reduce redirects
  • Remove render-blocking JavaScript
  • Leverage browser caching
  • Improve server response time
  • Use a content distribution network
  • Optimize images

So these are just couples of things that we would consider accessibility and fairly straightforward stuff that you would have discussed before.  

Desirability.

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Do I want to use it? Is it a pleasant experience?

Do I want to use it as a pleasant experience and make the page desirable?

Desirability in UX Design. Usability is more concerned with the essential functionality of a product — a website, app, or anything more — whereas desirability refers to what compels users to want to use the product.

This is not a distinction without a difference.

Usability.

 Is it easy to use our tools?

Is it used intuitively?

When we refer to usability as is this application or website easy to use and is it intuitive is it natural for them to navigate through and find their way through.

When you’re using a new platform you like power and you ask yourself “Does this work?”

And you spend ages and it’s just not intuitive.

Did you often have to Google or YouTube how do you use this platform?

And then you watch a video then it gets very easy where is the website really should be intuitive.

 It should be natural for someone to just flow through the website and find things easily.

That’s what we mean when we talk about usability.

Credibility.

Do I trust it? Is this website legitimate?

In the digital world where there are millions of websites, legitimacy is something of concern to users.

And something that we should be aware of and we should look at how do we increase our credibility?

That’s easier for the larger well-known brands, but if you’re a new brand or a startup you know how you create trust with users.

Some of the users are making sure that you have SSL or secure websites, and especially if you’re making payments.

Usefulness

The last thing that makes good UX is “does it make my  life easier to I get value from it while  I get something in a change in exchange  for the time that I have spent on this site?”

It is one of the multiple range that impact and contributes to a product’s usability.

Still, it can be used to achieve a particular ideal, 

If the object is useful. Designers will, generally, aim to deliver useful products.

Four Principles of UX Design. 

User-Centric Design and Content.

We must consider who our users are?

If it’s children? 

What’s the design adults?

Silver surfers? 

A particular type of customer elegance?

Value-driven you to consider your customer. 

When you’re designing the website you’re going to consider your customer, Now you’re going to consider their needs.

Once the demands again asking the question trying to put yourself into the customers’ shoes.

And water what do they need and what are they going to type in. And where would they like to see things?

So these are things that we should consider when we’re designing what’s user experience in mind.

Are they coming to the website?

Depends on what the website is to.

If it’s an information-driven website or is if it’s an e-commerce website or a website that is designed to convert to customers and click 

Do we have to understand why our customers coming to our website?

This is something that we’d consider when we’re designing,

What would make their life easier?

What would make their experience of the website patterned easier? 

It’s good to get other people to test your website but even potential customers when we’re designing products and Lean Startup we always want to get our customers involved in the process as quickly as possible.

If you are developing a website there is no you know it’s  certainly worth getting a focus group of  potential customers set up.

Asking  them these questions what would make  their experience of this website better  and easier.

I suppose you do have to  consider certain web skills are your customer’s web skills then depending on  your target market again.

While most  of us are now tech-savvy you know it’s  still something that we should consider  so that was what the first principle. 

You do have to consider certain web skills. 

Are your customers’ web skills then depending on your target market again?

While most of us are now tech-savvy you know it’s still something that we should consider so that was what the first principle

Usability and conveying.  

Conventions in the user experience users are used to certain things in every single website and we mustn’t go rogue,

Not to start introducing things that we think are cool but nobody else would have a clue what that.

Links that are blue and underlined where it’s not necessarily applicable to every website.

Navigation menus at the top or left of the web page, 

Logo in the top or left corner, linking back to the homepage.

Search boxes at the top of the page, use of magnifying glass icon.

Simplicity.

Simplicity includes lots of white space:

 Gives your customers breathing room online.

Be careful of fonts.

Being careful of dark fonts on a light background is the best. 

Plain language:

Clear simple language makes a better user experience.

Stick to Norm Web Conventions.

These are short-cuts that keep things simple for the user.

Fewer options.

Don’t confuse your users with too much information or choice.

They will suffer “analysis paralysis” and delay the decision.

We’ve already talked about and don’t  confuse users with too many options they will suffer analysis paralysis and delay  decisions.

And these are probably  principles that I would have stuck to  when I was designing websites and  digital marketing campaigns  and he–and because I was a bad designer. 

Credibility.

Credibility and credibility how does the website look is a professional and beautiful.

There are real people behind the website and they can be reached easily.

There’s an element of trustworthiness or lack of trustworthiness still about the internet and e-commerce platforms.

This is psychological in the main part,

What we all know even say five years ago we were probably reluctant to buy stuff on mobile phones?

Whereas now and that reluctance is you know it’s not there anymore.

Even nine or ten years ago we were reluctant to buy stuff on a website to know that reluctance has gone so.

And but there are certain things that we can do to in design principles that make our website more credible.

Sometimes the real people behind the website you’d often see that in health websites and dentistry websites with a profile of the dentists.

And the different people are indeed and a lot of businesses about us that personal information gives the user a little bit more.

Confidence that’s the real people behind your business, it gives the user that sort of feeling of credibility and trustworthiness.

Logos of association and awards: if you belong to an industry association or have won, feature them.

Links to credible external “third party” endorsements.

Up to date, fresh and relevant content.

No typing, spelling, grammar errors, no unbroken links, interactive elements which don’t work, BE PERFECT!

Summary.

So I think that’s pretty much the four principles, We’ve sort of looked at the credibility, simplicity, usability, and user-centered design.

They’re sort of the four principles of user experience design that we focused on.

Also, the six things that make a good user experience.

We talked about Findability, Accessibility, Desirability, Usability, Credibility, and Usefulness.

I highly recommend having a look at these articles,

SEO user experience and. Content strategy.