User Experience really does what it says on the tin. Like Ronseal. Stating the obvious, it’s how people use and perceive your product or business.
Robert Hufton
User Experience really does what it says on the tin. Like Ronseal. Stating the obvious, it’s how people use and perceive your product or business. This experience could be of your website, with your customer service, with their buying experience of something, of an application form, booking a holiday and so on.
All online advertising starts with a journey. One of the main areas of User Experience we focus on is the customer journey. This describes the steps that your user's take while they interact with your company. If you don’t understand these customer journey's and design appropriately, the users of your website or app will lose interest.
Presenting a user with something unexpected can result in a poor experience.
“A customer journey needs to be enjoyable as well as functional.”
Someone may have seen an advert on the TV, on Google or on a social media post. They will take action by clicking, calling or sharing. If they don't take action and you don’t understand why, a UX team will crunch the data to find the answers.
Plan out the customer journey so that your users achieve their goals. Then monitor feedback, and report on effectiveness.
By mapping out the touch-points of a user journey you can quickly identify where areas are weak and could cause a problem for the user. Journey mapping can be done on spreadsheets but I prefer them when they are more visual. It's worth hiring. designer and create something neat, tools like Adioma are a useful tool.
All areas of online marketing can monitor the performance of a campaign.
Measurable metrics can show the effectiveness (or failure) of a campaign. These could be through Pay Per Click, which measures Conversion Rate goals; SEO monitors visitor volumes, time on page, geographic location, bounce rate, keywords searches and more; or for social media, it’d be through the amount of shares, likes, views, tags etc.
These are all the tools a UX designer should have in the box. Some say a UX designer should be a psychologist, a product designer, a head of sales, a business analyst and a digital device expert. I believe a UX designer should be able to:
Here at Ground, these questions are always applied to every campaign we take on and manage. Without it an online marketing manager is working blind and will, in all likelihood fail.
Does your sales department know how many people came to your website? Do they understand enough about the customer to know what they are interested in?
A great user journey never ends once the user has taken action. A great online advertising campaign always starts with research and an attractive proposition.
A great user experience should be able to design a cycle process to nurture customers by understanding more about them. Who didn't take immediate action? Who decided they didn't want to use you after they got in touch? Did they buy once and that was the last time you heard from them?
Any leads from users generated by an online marketing campaign should be stored in a suitable Customer Relationship Management tool such as Pipedrive or salesforce (if you can afford it). This CRM should be tailored to follow up on contacts in the database.
Once a website or marketing plan is live, most UX designers don’t stop there.
By conducting post-launch analysis and monitoring feedback a UX team can identify what worked and what didn’t. Then make informed decisions into continuous improvement. A UX designer can then optimise the project continuously letting businesses flourish from continuous improvement.
Find out more about our UX agency here.
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