Inadequate user experience (UX) has been identified as the biggest shortfall on the client side, a fallacy attributed to the still-evolving UX discipline. Digital marketing and the user experience are fundamentally different entities, although both are powerful assets in understanding consumer behavior and building brand loyalty. In short, marketing’s primary function is to seduce a consumer into wanting a product while the goal of UX is to add value for the consumer.
UX is more than just an industry buzzword; in fact, a brand’s UX is responsible for facilitating conversions in an oversaturated digital landscape. The UX virtual environment accounts for the optimization of content, mobile devices and website flow – all factions that tremendously effect how engaged and satisfied the consumer is. If content isn’t effectively optimized, 79 percent of users will leave the respective web page and search for a different site to satisfy their need.
A Real World Example
Consider our client eSignal, a leading global stock and currency trading platform that provides real-time global market data and analytics. One of eSignal’s biggest challenges is customer acquisition with the proliferated frequency of entry-level trading platforms with significant on/offline marketing budgets.
eSignal’s current user experience lacked functionality and connectedness, and Katana recognized how valuable each touchpoint is in converting a lead to revenue. Our UX strategy developed a more effective path-to-conversion environment that optimized initial audience touch points and subsequently improved messaging and engagement. The improved UX funnel captured prospective audiences across eSignal’s website, landing pages and sign up process.
Katana redeveloped landing pages and applicable website pages to ensure that primary messaging was straightforward enough to effortlessly guide audiences to the right eSignal product. Katana considered eSignal’s website analytics and historical media data to develop a more effective UX flow for potential customers.
Our campaign immediately generated traction within the first 30 days of implementation and continued to improve, increasing revenue by 309% in a nine-month window.
The UX should not be confused with usability, although both are critically important determinations of how successful an end-user’s interaction is with a company and its services. In simple terms, usability is defined as how efficient or pleasant a piece of content is while the UX takes the overarching interaction into account.
The current digital landscape continues to reinforce just how valuable visual experiences are in 2016, requiring a seamless integration of a variety of mediums. As the UX industry evolves, it’s becoming increasingly clear that consumers crave transmedia storytelling and highly versatile formats that grant users freedom to navigate information, choose narrative paths and digest relevant content.
Marketers should be investing in quality UX because it naturally drives loyalty. A well-executed UX that provides the consumer with relevant solutions forges positive brand-customer interactions, which subsequently motivates the customer to return.
With such an emphasis on interactive content in the current digital marketing environment, UX isn’t an option. Customers anticipate and prioritize convenience and personalization, and your brand’s UX should be expediting this process.