Why UX Matters in Marketing?
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Successful user experience (UX) design emphasizes clarity of value, usability, functionality, adaptability, navigation, and captivating design. Companies like ESPN and Dulux demonstrate significant ROI improvements through user feedback and testing, leading to increased engagement and sales. Tools such as user testing, analytics, A/B testing, and surveys are essential for optimizing UX.
Why UX Matters in Marketing?
- 3. UX is not UI
- 5. Successful UX Incorporates following ★ Value Value & benefit of your product/service should be made clear to potential buyers through product design ★ Usability Structure of the product should be easy to use & respond to customer needs before they even realize they have them. ★ Functionality Everything in the product should serve a purpose & make sense to visitor
- 6. Successful UX Incorporates following ★ Adaptability The performance quality should be consistent (Across all devices) ★ Navigation User should easily be able to navigate around in few simple clicks/taps ★ Design Design should grab user eyeballs without being overly distracting.
- 7. Benefits of Better UX
- 9. ROI ● ESPN Increased ROI by 35% after they listened to Fanbase & incorporated Suggestions on there homepage ● Dulux Global App carried out several rounds of user testing made certain that both the user’s experience and journey within the app delighted them Results were 5+ million downloads | 65% increase in tester sales | 92% increase in stockist searches | 247% increase in usage
- 11. Bounce Rate # Time.com bounce rate dropped by 15% after inclusion of continuous scrolling # 89 % Consumers jump to Competitor if you don’t provide an Good & lasting Experience.
- 12. Hyundai Increased Requests for Test Drive by 62% using Multivariate Testing
- 13. What was Tested? ● New (SEO friendly) text versus control text: hypothesis was that if they change their normal text to SEO friendly text & it doesn’t impact conversion rate, they can permanently implement it for SEO benefits ● Extra Call to action buttons versus no extra buttons: hypothesis was that extra call to action highlighted desired action ● Large photo of the car versus thumbnails: hypothesis was that larger photo entices the visitor and also confirms the visitors initial goal that he/she is on the right page A total of 8 combinations (3 sections, 2 variations each = 2*2*2) were generated for this multivariate test.
- 14. Original Page
- 15. Winning variation (62% increase in leads
- 19. User Testing Tools ● Usertesting.com ● WhatUsersDo.com ● TryMyUI.com ● Loop11.com ● AppSee.com ● UserBrain.net
- 20. Analytics & Heatmapping ● GA (Page Analytics Plugin) ● HotJar.com ● MouseFlow.com ● CrazyEgg.com ● FullStory.com ● MixStory.com ● VWO.com ● SmartLook.com
- 21. A/B Testing Tools ● Optimizely.com ● VWO.com ● Unbounce.com ● KissMetrics.com ● CrazyEgg.com
- 22. User Surveys & Studies ● UserVoice.com ● PollDaddy.com ● SurveyMonkey.com ● YesInsights.com ● FeedbackLight.com
- 23. Design Evaluation & Iteration ● UsabilityHub.com ● OptimalWorkShop.com ● Feng-GUI.com
- 24. Wireframe & Prototype Testing ● Pencil Project ● Mockplus ● Wireframe CC ● Balsamiq Mockups ● Fliud UI
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