The marketing industry is infamous for dressing up services in bewildering terminology and cloaking what it is they actually do with impenetrable jargon. Here at Daba we want to cut through this ‘marketing speak’ and allow clients to have a keen understanding of how we intend to help them.
So buckle in for the first entry in an occasional series where I want to break down some Digital Marketing terms in a concise and hopefully easy to understand way.
What is UX
So first things first, UX is shorthand for ‘User Experience’ and I’ve chosen this topic for our first jargon buster blog because it’s a real biggy, and should really be at the heart of every decision you make when developing your marketing communications, designing a website or communicating with your audience.
UX is an all encompassing term used to describe the process of making the user’s experience of interacting online with a brand the most effective, efficient and enjoyable it can be. In essence it means designing every touchpoint, whether it be the user interface on your website or responding to a Tweet or Facebook post in a way that helps them to solve a problem in as frictionless and enjoyable way possible.
The key to an enjoyable UX is understanding who your customers are and what they want from you. From that point you can set out attracting people who are interested in your goods or services to your landing page and then facilitating their journey towards purchasing from you. To give a practical example, Domino’s pizza may or may not make the finest pizzas in the land, but they are the most successful pizza delivery company because they have understood the importance of making it supremely easy for you to go online and order the meal of your choice within four clicks.
Is your website designed with users in mind?
Your website may look fantastic from a graphic design perspective with animations and gifs flying around everywhere, but does this improve the user experience or have you simply distracted them or discouraged them from searching for the information they need?
Designing a website from a UX perspective necessitates that you have to know the people in your target group, understand what it is they are looking for and then provide the solutions they require in a manner that meets their needs. To illustrate this let’s consider Google, the most successful tech company in the world,but what do you see when you log onto Google? Basically Just a search box, again this is because they understand that their audience want information and they want it fast. Now contrast this with the official rolex website, here you are invited to pause, view a glossily produced video and take a moment to breath in the opulence and splendor. This is because Rolex know their users want more than a watch, they are buying aspiration and a premium status symbol. How well do you know your audience? Is the website designed in a way that suits your desire to sell or in a way that speaks meaningfully to your audience?
User Experience for SEO?
Building a great audience focused user experience is fundamental to the user spending time (and money) on your site, and in turn this can influence how well your site ranks on Google’s search engine when people are searching for terms related to your brand.
RankBrain is part of Google’s algorithm that determines which sites are displayed in key positions on the SERPS (Search Engine Results Pages) and it can determine how long users are spending on your site and will reward your domain accordingly. You see, if people are logging into your site and taking their time to interact with the content and click through your links, then Google will recognise this and consider boosting your page up the rankings. Contrastingly, if people are landing on your page and then bouncing off straight away then RankBrain determines that you are offering a poor user experience and will penalise your site accordingly in the rankings.
Great UX leads to happy customers
Whilst UX is too vast to cover in a single post, I hope that this blog was able to untangle the underlying meaning and convey how important it is to consider your online offering from a user experience point of view. Ultimately, creating a great user experience results in happy visitors to your site. This is important for you because happy visitors are more likely to convert into satisfied customers, and further along the line become happy repeat customers.