Lean UX approach to digital marketing

In this article we talk about how we use lean UX to ensure digital marketing works.


Every successful business does its utmost to keep improving - from generating more sales and better serving its customers, to rebranding to keep up with changing times.

When it comes to digital, no business can afford to stand still: your website should be a continually evolving central information hub. Today’s market leaders have long since abandoned the ‘launch it and leave it’ approach to website design. They know the importance of keeping it fit for purpose through continuous optimisation.

Even so, many companies see optimisation as difficult. Small businesses in particular can be put off by the thought of constant financial investment. Another common preconception is that UX is complex, and enhancing a website can be a long-winded process. They may be right about the complexity, but there are ways to use UX in small bursts to get better results from existing digital strategies.

Using processes and insights to enhance UX quickly

What processes are involved in lean UX?

Understanding audiences/User research

Do you know who your customers are? Do you understand the needs of your site’s visitors?

Once you do, you’ll know what they want to do – and that means you can catch their attention. So you need an in-depth understanding of what they need as well as who they are. This is where creating user personas can really pay off.

Top task analysis

  • What do your customers want to do? 
  • What’s important to them? 
  • Why do they need what you’re offering? 
  • How do you reach them?

Making a list of the main objectives for any company is a great way to understand the priorities of your customers. Again, think lean. Making a relatively short list of 10 high priority items helps you whittle down tasks with highest priority. 

An example of top tasks could be;

  • I want to see you work with companies like mine
  • I want to see you have an office near me
  • I want to know that using an external company could save costs

User testing

Many companies assume that user testing has to take a lot of time, money and effort. It doesn’t. 

Arguing against large-scale user testing, Jakob Nielsen asserts that the best results come from testing just 5 users. Take a look at his findings - a textbook example of diminishing returns.

- Read about our User testing services here.

Mapping & Wire-framing

Use feature definition, rapid prototyping and wireframes to design the ideal journey. 

At Higher Ground, we find that Figma is great for collaborative wire-framing. If you’re short of digital designer skills, you might prefer Balsamiq or Moqup.

Prototyping ideas onto wireframes helps everyone see direction without design distractions


Whether you’re creating a blog post or a whole new website, one of the first things you consider should be the copy.

So create accessible content, based on your users’ needs and your brand guidelines. Start by taking the time to create a title that intrigues them, so they feel compelled to find out more.

Once you’ve hooked them, guide them along a user-friendly journey. Two tips:

  1. Be brief. Most people are put off by long paragraphs - and if they don’t make it through to the end, they’re not getting your point.
  2. Combine sharp images and snappy text. To keep their attention, mix it up and keep it concise.

- Read our guide for copywriting for conversion rate optimisation.


The largest element of Lean UX is deployment and testing. So when you release, test your product or service. Then, analyse the data and learn from it. 

You’re laying the groundwork for a smoother release next time.


How do you save on design time?

  • Use UI/UX templates from sites like InVision.
  • Use icon libraries instead of creating your own.

Testing your digital product in front of real people

Release, review, optimise, release, repeat

So many people ask the same question. Can you fix my website quickly? The usual answer is no. Only by learning can we improve.

Higher Ground won’t solve all your problems the first time we work with you. We’ll improve your digital offering, but we won’t perfect it.

With any website or campaign, the main thing the first iteration delivers is a goldmine of information. It’s actionable data: the key to a more successful second iteration.

Known as continuous optimisation, this process is a fundamental part of developing your strategy. We’ll show you how it’s done - and the time you put into developing your analytical skills will pay for itself many times over.

Part of lean UX is continuous optimisation

“Website design has changed from the ‘launch it and leave it’ approach to continuous optimisation “ Rob Hufton - Higher Ground

User Experience design doesn't have to be a lengthy exercise involving digital architects, customer behaviour experts and specialist research teams. Any business can improve its online strategy by using Lean UX intelligence, which diagnoses and treats existing problems in bite-sized chunks, aligned with agile methodology to allow for organic growth.

Without optimisation or UX, how can a business remain competitive?

You want your business to do better online and sell more of your products/services. That takes:

  • highly individualised Search Engine Marketing to attract the right customers
  • top-notch UX to reduce bounce rates and keep users in the sales funnel.

You’ll also need to tell your audience about your company’s products or services, not to mention its ethos. This is especially relevant in recruitment, where the game is radically evolving in favour of the candidate, not the employer. With job boards becoming less effective, companies are having to work harder to impress candidates.

Without a clear strategy in each of these areas, your online business is at risk of remaining static, converting fewer customers as it falls further and further behind.

Introducing Lean UX PAX

As a Manchester-based CRO agency, we’ve made and marketed websites for businesses of all kinds, from small start-ups to huge players like JCB Worldwide.

We’ve condensed all that experience into PAX, our unique suite of organic SEO and UX packs. Work with us and PAX will provide a framework - a tried-and-tested collaborative approach to improving your digital strategy.

SEO Fundamentals PAX

This is all the SEO essentials and research we do as a first step for our enterprise clients, stripped down to the core as an affordable offering for your business.

Our SEO Fundamentals PAX assesses your:

  • Current site’s SEO hygiene 
  • Basic keywords 
  • Competitors’ activities
  • Marketing channel performance
  • Opportunities to improve

Our SEO Fundamentals PAX provides:

  • A development task list of immediate changes (a.k.a. quick wins)
  • Recommendations for further development work
  • A keyword analysis report
  • An overview of your market and your competitors 
  • Light-touch strategic guidelines for your company
  • A guide to lowering your bounce rate

- Read more about our Organic SEO Services here.

SEO Optimisation PAX

Advanced SEO, building on the research outputs from the SEO fundamentals PAX.

Our SEO Optimisation PAX:

  • Assesses your analytics configuration
  • Employs heat-mapping and tracking software 
  • Analyses your website usage
  • Researches your market’s keywords
  • Researches your competitors’ keywords

Our SEO Optimisation PAX provides:

  • A list of your worst-performing pages
  • Further insights into lowering your bounce rate
  • A comprehensive guide to how people use your website
  • Tips on improving your organic-search strategy
  • New keyword opportunities 
  • Refined SEO, aligned with your business direction

UX Research PAX

From research to customer insights: identifying your customers and understanding  their challenges, perspectives and interests.

Our UX Research PAX:

  • Reviews your current products and services
  • Identifies your best customers and their objectives
  • Identifies where they are - and how to connect with them
  • Shows you how to meet their needs
  • Identifies who aren’t your customers (source of the ‘white noise’ that complicates any analysis)

Read more about our User Experience Agency here.

UX Implementation PAX

Building on the earlier work… delivering everything it takes to make your strategy succeed!

Our UX Implementation PAX:

  • Further reviews your current products and services
  • Identifies potential weaknesses before they hurt sales or damage your brand
  • Provides further insight into your best customers and their objectives
  • Provides further insight into your wrong customers 
  • Designs wireframes and new designs for your websites/applications
  • Sets a task list and timeline for continuous improvement
  • Sets goals and KPIs to measure success

Together, our PAX will help you get more from your digital strategy. And they won’t cost the earth.

About us

Higher Ground are a UX and CRO agency. We bring you useful articles and guides to help you get more from your websites, apps and marketing campaigns.

Feel free to ask us anything about User Experience Design or Digital Marketing.
User Experience Agency - Higher Ground

UX is all about creating the best user experience for your digital project

Higher Ground research, plan, design and develop websites, mobile and tablet applications around the needs of the user.

Our user experience team will ensure your customers turn into more business and your digital projects work effortlessly.

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