In a technology-driven world, it’s common to hear the term user experience, or UX. It is most often associated with products and platforms with a focus on ensuring end users have a positive and effective experience interacting with the solution. To be clear, user experience is more than the user interface, or UI (the visuals). It is the skeleton the UI is built on.
When it comes to marketing and sales, however, I’ve found that many organizations don’t look at the user experience. Businesses are missing out on leads and revenue because their websites and marketing funnels have major UX issues. It is critical to ensure your website and marketing funnels are working effectively to grow your business.
User experience covers many areas, so let me qualify the importance. Your website and marketing funnel UX matters if you want to:
There are established methodologies for determining a good user experience, but in essence, it boils down to having empathy for the end user and building an experience tailored to them. It is important to consider things like usability, value, usefulness and accessibility.
One of the most common issues I see is that websites are created for an internal stakeholder instead of the end user. Whether you’re a B2B or B2C company, the end user is the person who is going to be interacting with your solution, which, in the context of this article, is your website or marketing funnel.
One of the best ways to tell if you have a good user experience is to communicate with your end users and get feedback. In some cases, this can mean interacting with them before you create your website so you better understand what they want and the issues they face.
Based on my experience helping companies improve their UX, I’ve summarized some of the key things to check for when evaluating your UX:
The other area that is important is data and analytics. How can you make improvements if you don’t have information? Even basic analytics can help you understand where users are navigating on your site and when they exit your site.
Creating a high-quality user experience takes time, research and refinement. Spend time understanding the paint points of your customers, and put analytics in place so you can better understand how to make improvements. Over time, you can interact and make improvements that significantly help your business grow.
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