The Correlation Between Marketing and User Experience: Eliminating Friction and Barriers!

?? The Correlation Between Marketing and User Experience: Eliminating Friction and Barriers! ??

Hey #LinkedIn! I went on a training session this week with Matt Eld about Digital Leadership and what it means to adopt and implement some sort of digital transformation in our businesses. I wanted to share some thoughts today inspired by Matt and the session about the vital relationship between marketing and user experience. As a marketer and author, I've come to realise that in this fast-paced digital era, user experience is no longer just a buzzword—it's the key to capturing and retaining customers through a simplified digitised journey. Here we go:

?? Friction and Barriers: A Recipe for Disaster ??

In today's world, where instant gratification and convenience are the norm, people simply don't want friction or barriers to answers, responses, or making purchases. We're becoming less tolerant and less patient with anything that hampers a seamless journey from consideration to conversion. And that's where user experience comes into play.

?? Amazon: A Prime Example of a Seamless Experience ??

Let's take a moment to appreciate Amazon's success, shall we? One of the reasons people adore Amazon is the certainty it provides throughout the entire customer journey. On the session, Matt talked about having some 8amp fuses being delivered and the satisfaction of knowing when they'd arrive, with who and exactly what he'd be getting. With Amazon, not only have they gone from a traditional book store to a shopping portal which shows you everything you want, based on preferences but they keep innovating to provide the best (and easiest shopping experience).

From the moment a user lands on the Amazon shopfront, users feel a sense of comfort knowing that their payment details, delivery address, and preferences are securely stored and readily accessible. Furthermore, they are given precise information about when their product will arrive, leaving no room for uncertainty.

Others have tried to tap into the market share that #Amazon are devouring. #Wish and #Temu, are 'newer competitors' in the space providing a similar journey but with a few 'more frustrating' (my opinion) differences. The products take longer to arrive, they're cheaper (and we directly associate price with quality), and in some cases, reports suggest products don't arrive. Now, on the face of it, there are similarities between all of these offerings but brand recognition and trust come into play as does UX.

Marcus Sheridan talks about a principle where by we create motivated purchasers because we provide answers to all of the possible questions that they have before they purchase. Well, because we trust Amazon (and it's sellers) we cast a quick eye over the product ratings, review the FAQs for it, and when we're happy, we add it to our basket. Not convinced, read Marcus' book to get guru-like knowledge.

?? The Importance of Streamlined Experiences ??

As marketers, we recognise that eliminating friction and barriers is essential for success. The more streamlined and seamless the user experience, the higher the chances of driving engagement, conversions, and ultimately, customer loyalty. By creating a user-centric environment, we can build trust, enhance brand reputation, and establish long-lasting relationships with our audience.

?? So, What Can We Do? ??

1?? Focus on User-Centered Design: Put yourself in the shoes of your customers. Understand their pain points, preferences, and expectations. Start with the end in mind too. Design your marketing campaigns, websites, and landing pages with a user-centric approach, prioritising simplicity and ease of use. Answer those all important questions in your copy, highlight trust signals with on page design and convert much more easily. Naturally, our agencies can provide optimised websites. Simply reach out to me for support.

2?? Prioritise Speed: Time is of the essence because, as consumers, we're more impatient than ever! Optimise your website and other digital assets for lightning-fast loading speeds. Minimise steps, reduce page load times, and provide instant access to relevant information. Remember, every second counts! There are tools to measure web load speeds. GTmetrix and Uptrends AI being two examples.

3?? Embrace Personalisation: Tailor your marketing messages and content to individual users, delivering personalised experiences. Leverage data and analytics to understand your audience and create targeted campaigns that resonate with their specific needs and interests.

?? The Future of Marketing ??

The correlation between marketing and user experience is becoming increasingly vital as consumers' expectations evolve. By removing friction and barriers, we can create exceptional experiences that keep customers coming back for more or perhaps just stop them talking to others about how bad an experience they had with us.

Let's embrace this paradigm shift, leverage technology, and build seamless, user-centered marketing strategies that not only capture attention but also foster long-term loyalty.

I'd love to hear your thoughts and experiences on this topic! Feel free to share your insights in the comments below.

#UserExperience #MarketingStrategy #SeamlessJourney #CustomerLoyalty #DigitalMarketing