There is a direct relationship between user interface, marketing, and experience that can get overlooked by website developers. However, all three are integral pieces to the UX puzzle. A proper user interface can enhance your ROI, so it’s important to know how UX/UI designs can impact your digital marketing strategy.
One of the most important elements a UX/UI designer can implement is a beautiful external shell of a site (its face). User experience begins once the customer looks at your website and can visually scan its features based on appearance. UI designers know that “judging a book by its cover” is essential because it’s the first impression your customers have of you.
The psychology of color is vital in marketing and web design. We form an assumption of an item based on the colors we associate with a product. For example, blue and white are used for confidence and security. It’s no wonder PayPal chose these colors because it makes the customer feel trusting and safe (which is good for a business that safe-keeps money).
In this case, the product or service needs to have value to your audience, and this value tends to be shown visually on the websites. Rule number one of the digital product strategy is understanding what your audience wants and needs. Using attractive CTA buttons around your website that is linked to Google Analytics will give you a better understanding of the number of satisfied customers you have on a daily basis.
No one wants to browse a website that constantly crashes or re-directs you to a location you’re sure you didn’t click to. Each button needs to have a place that meets the expectations of the user. Otherwise, the connection between navigation, functionality, and marketing will become severed. Your marketing strategy leads users to the site, but the proper navigation keeps them there. If you make the website difficult to navigate, that customer will likely disappear forever.
UX, or user experience, is how successful your customer can navigate the website (but don’t forget about the overall appeal, which is where UI comes in). The marketing component here may not be as apparent as UI elements. Let’s take a look at some examples.
Websites that don’t have a mobile equivalent lose over 50% of their user base. Unless you want to lose more than half your potential customers, it’s crucial to have a reliable, modern, and working desktop and mobile version. It’s easy to see why not having a mobile version of a website will kill marketing. It makes your product and business look outdated. Users should be able to make purchases and send emails effortlessly from their smartphones.
47% of users expect a website to load in two seconds. Five seconds is too slow. If a user attempts to interact with a site that is slower than that, they’re going to click off and likely never return. Sometimes, the issue may not be on your end – it could be that your customers’ internet connection is too slow. Still, if your customers want to leave immediately, that will kill your marketing strategy. What’s the point of marketing a website when it doesn’t even load? To combat this, many website owners try to reduce the amount of data their site uses to load by reducing videos, pictures, and effects on the front page.
In the blogging world, the customer is king, and content is queen. The content on your website is another brilliant way to market your website because it brings in people who want value from your writing. Creating and delivering content has evolved into another industry called content marketing, and it’s possible to sell anything with the help of the written word. If you can convince users that what they’re buying will improve their lives and then use clever ways to direct them to the payment page or landing page, you’ll generate more sales.
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