4 Ways UX Design Improves Marketing
User experience makes a big difference in your marketing efforts. UX design is typically seen as a visual way to optimize a website for visitors, and it's often one of the first things companies consider during a redesign.
Some marketers believe that great websites and products customers will love can't be made without UX design, according to Kuno Creative.
Design that centers around what the customer wants can help improve your marketing efforts.
Here are some ways UX design improves marketing:
1. Website Design
If your company operates in the business-to-business sector, you likely need to cater to different buyer personas. To design a website that appeals your target audience, you need to consider what your customers want and work backward.
How would visitors find your website? What questions would they have on their first visit, and how would they find answers? Identifying the right design is a combination between observing visitor behavior and conducting rigorous A/B testing.
A great UX design meets your business goals and optimizes lead conversion.
Web design needs to be optimized for content consumption. It isn't enough to provide relevant content for your audience. You need to make sure it's readable. In addition, websites have to be optimized for smartphones, tablets and desktop computers.
Because customers have more than one path to purchase, they may use multiple devices to visit your site at different times. You need to be able to accommodate mobile users.
2. Lead Nurturing
Lead nurturing is an important part of inbound marketing. B2B leads often aren't ready to buy the first time they visit your website, but your landing pages need to be optimized to bring them back and later qualify them.
What does the process look like for visitors? How do they respond to your company's attempts at follow-up communication? While Web design plays a role in creating a conversion path, you need to go beyond it to get sales from your website.
The exact steps are complicated, and they often vary for different buyers.
UX design helps marketers create a more complete map of the conversion journey.
3. Sales Engagement and Closing
After leads have expressed interest on your website and responded to your nurturing efforts, your sales team still needs to close the deal. Companies need to prevent missed opportunities, and leads will go with the company that responds to them the quickest.
If someone is ready to buy, they aren't going to wait around for a sales representative to get back to them. In addition, sales and marketing are sometimes on different pages, and they may send conflicting messages.
For example, if the marketing team hears back from a lead and doesn't share this with salespeople, it can cause confusion and cost everyone the deal.
Improving UX design can prevent this from happening by providing a more intuitive path.
4. UX Design Integrates Inbound Marketing into the Website
During many website redesigns, inbound marketing is an afterthought when the site goes live. Inbound marketing should factor into the project during the wireframe stage.
Waiting until the site is live to create an inbound marketing strategy means it will take longer to see results from your campaigns. It also increases the chance your conversion path won't be seamless.
Collaboration can improve the placement of calls to action. It increases the value of your website because you won't have to request changes to site structure to include your messaging.
How do you incorporate UX design into inbound marketing?