Why User Experience is a Marketing Priority
As a marketer, how much time do you spend thinking about user experience?
If you’re like many marketers, you just scratched your head in confusion. Sure, you’ve heard of user experience, but you’ve always thought of it as a developer priority, not a marketing priority.
We’re here to let you in on a little secret: user experience is just as much a marketing priority as a developer priority. And if you’re not treating it that way, you’re losing leads before they can turn into interested buyers.
Here are three reasons why it’s time to stop neglecting user experience and move it to the top of your priority list.
Great UX Strengthens Brand Messaging
Brand messaging is a familiar concept that marketers know and love. It’s all about the underlying value proposition of your offer. It’s what convinces customers to buy from you through inspiration, persuasion, and motivation.
Savvy marketers know that brand messaging is more subtle than the words in your ad copy. In reality, every element of your branding can be viewed as part of your brand messaging, from the colors of your site to the packaging on your product.
Your user experience is no different.
It’s one thing to say you prioritize your customers. It’s another thing altogether to prove it by providing an unforgettable user experience. And if you have a user experience that leaves something to be desired, you’re sending your customers a subtle message: that you don’t care enough about their frustrations to improve the experience for them.
Improving Customer Loyalty
Customers know a standout user experience when they find one. And when they do find a brand that put in the time and effort to give them a worthwhile experience, they’re more likely to stick around.
Think of it this way.
Let’s say you have outstanding content. Users are looking for great content, so this should work in your favor. The problem is that even the best content in the world can’t trump a bad user experience.
Users only stay on a web page for about 10-20 seconds unless they see a clear value proposition, but they’ll leave even faster if the experience is poor. In fact, 40% of consumers will leave a page if it takes longer than three seconds to load.
Site speed is one of the most basic elements of user experience, and it affects your visitors before they ever reach your site–within less than three seconds of clicking on your site, in fact.
Customers won’t be loyal to a site they won’t even visit, and they definitely won’t be loyal to a site that disappoints them on arrival. It doesn’t matter how good your messaging is–if the experience is bad, it undercuts all of the good content your team worked so hard to develop.
Let’s Improve Your User Experience
We say it’s time to stop letting user experience hold you back and instead utilize it as the marketing asset it is.
That’s why one of our key features is an optimized user experience that makes it easy for you to deliver the perfect service to your customers every time. Ready to change the way you think about user experience? Click here to learn more about our products.