Why user experience matters in digital marketing

Why user experience is important in digital marketing

Posted By: Sweety Rai

Thursday, June 30, 2016

When it comes to developing and executing modern digital marketing strategies, there’s one important thing that often gets forgotten: user experience (UX). This is unfortunate, since it’s a critically important component of successful marketing in a digital age that prioritizes convenience and personalization.

The value of UX in digital marketing

Ask some industry professionals about the responsibility of UX in digital marketing and they’ll roll their eyes and tell you that the term “user experience” is nothing more than an industry buzzword, used to distract businesses from focusing on what really matters: conversions. However, these are often the same marketers who are behind the curve and barely surviving. Ask the most successful marketers in the industry, and they’ll tell you that UX is actually the key to facilitating conversions in a congested and oversaturated digital world.

In other words, one group — the underperforming group — sees UX as a distraction to conversions, while another group — the successful marketers — sees UX as a driving force in facilitating conversions. Which faction are you going to trust?

When this latter group looks at UX, they aren’t basing their evaluation on opinions or biases, they’re studying the data. In fact, if you want to see what all the fuss is about in terms of UX and its role in digital marketing, just consider the following data points as curated in this infographic from Experience Dynamics.