What Do I Need to Know About ‘UX’?
When it comes to marketing products and services, one of the most important points to think about is ‘user experience (UX)’. This is exactly what it sounds like: the experience that users have with what you are offering, and whether it is positive or negative.
UX can be made up of a number of key components, including ease of use, design, function, branding and access. By providing customers with a streamlined, engaging and simple way to get what they want, you can boost your number of users, as well as your CVR and even your SEO rankings.
Consider the user journey you make whenever you shop online. Looking at a website like Amazon, it is easy to sort through different product categories to find what you want, or you could even make things easier by using a direct search. Customers can add items to a digital ‘basket’ and purchase multiple pieces at once, and they can even use a variety of different payment methods. At the same time, sellers can also use Amazon to easily market their goods, allowing them to take advantage of the Amazon UX.
Simple user journeys, reliability and versatility have helped websites like Amazon to dominate the world of online shopping, but UX is about more than ecommerce. Another website might prioritise the experience of users who are looking for news, reading blogs, watching videos or anything else.
UX is also a key factor in SEO. Websites which users are more likely to click and stay on will usually score much more highly in Google rankings, letting webmasters take advantage of higher levels of use traffic.
So, what contributes the most to UX? ‘User experience design’ is a blanket term which can cover:
- The ability to meet the needs of customers as quickly and easily as possible
- Quality and simplicity which make experiences with products or services positive
- How seamlessly multiple products or services are integrated together
- How well the experience meets a user’s specific niche
Getting all of this down to a tee can take a great deal of research, but a user experience designer must familiarise themselves with every aspect of UX. However, maximizing UX goes way beyond the design phase; you must also consider the marketing phase, such as why customers need what you have and how they will find out about it. Aspects like aesthetics will also play a huge role here. You should also think about troubleshooting, testing and customer service, so that any problems with your offering can be found and rectified ASAP.
For many companies, maximizing UX is an ongoing journey. Markets are always changing, as are the needs and expectations of customers. Not only must your UX provide users with what they want, but you must also be prepared to adapt to changing circumstances and update your offering. Consider businesses which have been around for decades: the reason for their longevity is that they know how to ensure that the user experiences of their offerings change with the times!