The Relationship Between UX and Marketing

User experience (marketerUX) is a critical part of any marketing strategy. It can make or break the success of your website, app, product or service.

It’s also an important ranking factor for SEO and a key driver of virality, retention, and conversions. Great UX drives engagement, leads to better targeting and ultimately improves your business’s bottom line.

The Relationship between Marketing and UX

One of the things I’ve noticed in my role as a UX consultant is that many businesses are reluctant to embrace the concept of UX. They’ll say, “UX is a marketing department specializing in enhancing the user experience, not designing new websites,” or “UX is something the graphic design team does.”

The truth of the matter is that the two are closely related and should work hand in hand to maximize a brand’s potential. While a good UX team can optimize a site, mobile app or product for user experience, a marketing team will be able to use data and insights from the design process to target users with relevant content and offers.

Email marketing is a perfect example of how a user experience can be improved with an intelligent email template, which includes a few design elements that make sense to a user’s psychology. The most successful emails don’t clutter up the screen, provide a clear call to action and make it easy for readers to click through to what they need.

Customer-centric copywriting

It’s no secret that native English speakers tend to read from left to right and top to bottom. To keep visitors on the page and guide them to what they need, your copywriting should follow this pattern.

There are a few ways you can do this, and they’re all simple to implement. Start with a catchy headline, and place the most important information at the top of the text.

In the end, what matters most in your email is the simplicity of the experience and the honesty of the content. An email that’s too complicated or confusing won’t get the attention it deserves, and you can expect to lose conversions in the process.

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