User experience (UX) is one of the most – if not the most – important considerations to factor into your digital marketing strategy in 2021.
UX allows us to quickly validate our decisions so we can continuously improve and learn from our mistakes.
Empathising with your customers is critical. Businesses of all sizes have targets and objectives, but they often fail to consider the impact these decisions will have on their customers. It’s a delicate balance between representing the stakeholder and the needs of your users.
The best digital experiences are often the ones you don’t remember
The easier – or the more intuitive a digital product or service is to use, whether it’s a website, digital interface or app – the higher the probability that the user will turn into a conversion.
More often than not, the best digital experiences are the ones you don’t remember. If we asked you to think back about the websites you’ve browsed recently, you’ll likely only remember the bad times. That’s because people’s expectations are higher than ever.
UX is an expectation, not a priority, for Gen-Z
The needs and demands of the younger generation and digital natives have never been higher, and those demands are only going to increase in the future.
For example, an older user would be far more tolerant of poorly optimised websites, whereas a digital native would be frustrated and switch away from it instantly, regardless of how curious they are.
We can’t rely on users tolerating poor experiences any longer. They have to be met in the middle, at a bare minimum, to keep them engaged.
Catering to the needs and expectations of two different audiences
Finding a middle ground between the younger and older generation is easier than you think.
As the older demographic are more accepting of less polished experiences, we recommend focusing on optimising for a young audience and tailoring the experience to be inclusive of older users.
Experiment with dayparting your messaging so it’s timely and relevant, and explore flexing your tone to resonate with different audiences.
Why a brand-new website isn’t automatically the UX holy grail
UX is not just for new builds, it’s for everyone. It can be practiced on a single page or a whole website, and you can make conversion-focused enhancements to existing websites.
If you’re happy with your current design, but want to increase engagement, our advice would be to review the experiences of certain areas and make ad-hoc changes to those sections to improve the offering. Sometimes smaller changes can make the world of difference to boost engagement and lift conversions.
It’s never been more important to apply user-centred design principles to your digital product or website. So approach your next project with one question in mind and use it to repeatedly challenge yourself: is this easy to use and will it add value for the user? If so – get after it.
The future of digital marketing
What’s happening now is the clearest and most vitally urgent warning sign for businesses of any size — act now, and act fast, because the world we knew in January 2020 isn’t coming back.
The future won’t wait.
Download the Future of Digital Marketing eBook 2021 edition today here.