The term UX has been in use for several years and is often viewed as a trendy term by some and a matter-of-fact one by others. But these two letters have a significant impact on your marketing approach. Every business has an ideal user in mind, and all users experience your brand. This is where UX comes in, and it's not just essential - it's everything.
UX (user experience) is the act of making your business offerings more enjoyable for the user. It's more than just a simple definition, as it is about improving the overall experience of your brand. For instance, a coffee cup manufacturer can improve UX by having a better handle or by keeping drinks hot or cold for a more extended period. For a professional printing company, it can be an easier ordering or delivery process.
In marketing, UX focuses heavily on design. Businesses that do it well have streamlined interactions at every point of contact between the user and the brand. (UX should not be confused with UI, or "User Interface," which is the visual experience used to interact with a product.)
To start your UX revolution, begin by improving your website. Your company's site is the cornerstone of everything - digital campaigns, social media, print pieces, and even billboards. Marketing materials can't contain everything, and your website supports all of them with resources, order forms, landing pages, and more. Therefore, the focus should be on hassle-free ways to complete actions like filling out an interest form, subscribing to a blog, or ordering products online.
Here are a few easy places to implement UX design:
- Add call-to-action buttons with clear language indicating what a user can expect after clicking.
- Intake customer feedback on their experience with your site through routine and regular surveys.
- If you haven’t already, cross-promote your social channels and help customers connect with your brand and site through platforms they frequent.
- Ensure you’ve built your site with responsive web design, including a mobile-optimized theme.
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